雙色飲料配色順序對味覺強度、健康度、色彩和諧與產品態度之影響;The effect of color matching order of two-color drink on taste intensity, health, color harmony and product attitude

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题名:	雙色飲料配色順序對味覺強度、健康度、色彩和諧與產品態度之影響;The effect of color matching order of two-color drink on taste intensity, health, color harmony and product attitude
作者:	曾奕翔;Tseng, Yi-Hsiang
贡献者:	企業管理學系
关键词:	色彩組合;心情;內外向人格;攪拌工具;限制飲食行為;容器形狀;Color combination;Mood;Extroverted-introverted personality;Stirring tools;Restrained eating behavior;Container shape
日期:	2020-03-30
上传时间:	2020-06-05 17:09:16 (UTC+8)
出版者:	國立中央大學
摘要:	盛行於台灣多年的手搖茶文化，至今在市場不斷拓展及產值不斷提高下，行銷業者為了於這競爭紅海中脫穎而出，推出許多色彩繽紛的分層飲料。儘管過去已有研究探討色彩如何搭配較符合視覺上的美感，但鮮少提到色彩搭配順序是否產生差異。而顏色對飲料的研究也受限於單一色彩對飲料的影響，面對現今廣告或菜單上隨處可見的多色飲料，色彩對飲料的研究仍有拓展空間。因此，本研究進一步探討色彩組合的「順序」於飲料情境中有何影響。本研究主要目的為探討飲料不同的色彩順序（寒暖色順序/明暗色順序/高低彩度色順序），受到消費者心情（快樂/悲傷）、人格（外向/內向）、飲食行為（限制飲食行為/非限制飲食行為）、攪拌工具（吸管/湯匙）、杯子形狀（方形/圓形）的干擾下，對飲料的味覺強度、健康度、色彩和諧及整體態度是否有顯著差異，並以實驗設計探討其中的主效果與交互作用。;The culture of hand-made tea that has prevailed in Taiwan for many years, and with the constant expansion of the market and increasing value, marketers have launched many colorful layered drinks in order to stand out from the competition. Although there have been studies on how to match colors with visual aesthetics, it is rarely mentioned whether the order of color combinations makes a difference. And the study of color on beverages is also limited to the study of the effect of single color on beverages. In the face of multi-color beverages that can be seen everywhere in advertisements or menus, there is still room for expansion of research on beverages. Therefore, this study further explores the effect of the “order” of color combinations in the context of beverages. The purpose of this study is to understand whether the different color order of beverages (cold-warm color order / light-dark color order / high and low chroma color order), affected by consumer mood (happy / sad), personality (extroverted / introverted), eating behavior (restrained eating behavior / unrestrained eating behavior), stirring tools (straw / spoon), container shape (square / round), could cause any significant differences in the taste intensity, health, color harmony and overall attitude of the drink, and the main effects and interactions among them will be discussed in experiential design.
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