包裝飽和度對於消費者食品健康判斷的干擾變數之探討;The influences of saturation on food′s health evaluation - the analysis of moderating effect

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Title:	包裝飽和度對於消費者食品健康判斷的干擾變數之探討;The influences of saturation on food′s health evaluation - the analysis of moderating effect
Authors:	葉蕙安;Yeh, Hui-An
Contributors:	企業管理學系
Keywords:	包裝飽和度;組合搭配品的健康程度;消費者的飽足程度;包裝冷暖色系;消費者情緒狀態;享樂/功利主義
Date:	2020-03-26
Issue Date:	2020-06-05 17:09:10 (UTC+8)
Publisher:	國立中央大學
Abstract:	食品包裝飽和度是否影響消費者之食品健康程度判斷，且面對其他包裝設計差異以及消費者之身體與心理狀態的不同，是否產生干擾效果。本研究在包裝色彩飽和度高低不同下，加入干擾變數組合搭配品的健康程度（健康/不健康）、消費者的飽足程度（飢餓/飽足）、包裝冷暖色系（暖色/冷色）、消費者情緒狀態（平靜/激動）、產品口味（清爽/厚重）以及享樂主義/功利主義，之於消費者對食品健康程度判斷的影響。研究結果顯示： 1.組合搭配品健康程度與包裝飽和度對於消費者之食品健康判斷會產生交互作用 2.消費者飽足程度與包裝飽和度對於消費者之食品健康判斷會產生交互作用 3.包裝飽和程度、組合搭配品的健康程度與消費者的飽足程度對於消費者之食品健康判斷不會產生三因子交互作用 4.包裝冷暖色系與包裝飽和度對於消費者之食品健康判斷會產生交互作用 5.消費者情緒狀態與包裝飽和度對於消費者之食品健康判斷會產生交互作用 6.包裝飽和程度、包裝冷暖色系與消費者的情緒狀態對於消費者之食品健康判斷不會產生三因子交互作用 7.產品口味與包裝飽和度對於消費者之食品健康判斷會產生交互作用 8.享樂/功利主義與包裝飽和度對於消費者之食品健康判斷會產生交互作用 9.包裝飽和程度、產品口味與享樂/功利主義對於消費者之食品健康判斷不會產生三因子交互作用 ;Whether the saturation of food packaging affects the judgment of consumers toward food health, and whether it has an interaction effect in the other packaging design and consumers′ physical and mental states. This study explores if bundling product’s health degree (healthy/unhealthy), consumers′ hunger degree (hunger/satisfaction), package color tone(warmness/coldness), consumers′ emotional state (calmness/excitement), product flavor (freshness/heaviness) and hedonism/utilitarianism would influence the saturation on food’s health evaluation. Research shows: 1.Bundling the product’s health degree and the color saturation of the packaging will have an interaction effect on consumers′ food health judgment. 2.Consumers′ hunger degrees and the color saturation of the packaging will have an interaction effect on consumers′ food health judgment. 3.The color saturation of the packaging, the bundling product’s health degree, and the consumers′ hunger degree won’t have a three-way interaction on consumers′ food health judgment. 4.Package color tone and the color saturation of the packaging will have an interaction effect on consumers′ food health judgment. 5.Consumers’ emotional state and the color saturation of the packaging will have an interaction effect on consumers′ food health judgment. 6.The color saturation of the packaging, the package color tone, and the consumers’ emotional state won’t have a three-way interaction on consumers′ food health judgment. 7.Product flavor and the color saturation of the packaging will have an interaction effect on consumers′ food health judgment. 8.Hedonism/utilitarianism and the color saturation of the packaging will have an interaction effect on consumers′ food health judgment. 9.The color saturation of the packaging, the product flavor, and the hedonism/utilitarianism could not have a significantly three-way interaction on consumers′ food health judgment.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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