產品呈現的顏色、角度與方式對產品態度和評估之影響

NCUIR > School of Management at National Central University > Executive Master of Business Administration > Electronic Thesis & Dissertation > Item 987654321/84930

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Title:	產品呈現的顏色、角度與方式對產品態度和評估之影響
Authors:	白欣以;Pai, Hsin-Yi
Contributors:	企業管理學系在職專班
Keywords:	顏色;拍攝角度;屬性框架效應;食物恐新;油膩感受;Color psychology;Filming angle;Food neophobia;Attribute frame effect;Greasy feelings
Date:	2021-01-18
Issue Date:	2021-03-18 16:56:47 (UTC+8)
Publisher:	國立中央大學
Abstract:	美食團購便利了人們的生活，不再需要出門人擠人就可以吃到各種特色料理，但因為購買的方式非實體店面，僅能瀏覽網路上的照片與資訊決定是否購買。尤其當美食照片如果看起來不好吃，會導致印象大大扣分減少消費者購買的慾望。因此商家都會盡其所能拍攝一張吸引人的產品照來增加產品的銷售量，利用攝影的角度、搭配的背景色調、餐具的顏色與各種凸顯商品的方式吸引消費者購買。因此本研究以台灣地方的特色小吃之一的肉圓進行實驗探討，研究結果顯示： 1. 碗盤顏色與拍攝角度對產品態度產生交互作用 2. 碗盤顏色與拍攝角度對油膩感受產生交互作用 3. 碗盤顏色與拍攝角度對購買意願產生交互作用 4. 碗盤顏色、拍攝角度與食物恐新程度對油膩感受產生三因子交互作用 5. 碗盤顏色、拍攝角度與食物恐新程度對購買意願產生三因子交互作用 6. 背景顏色與搭配湯品對油膩感受產生交互作用 7. 內餡呈現方式與自我控制程度對產品態度產生交互作用。 8. 內餡呈現方式與自我控制程度對油膩感受產生交互作用。 9. 內餡呈現方式與自我控制程度對購買意願產生交互作用。 10. 內餡呈現方式、文案敘述方向與自我控制程度對產品態度產生交互作用。 11. 內餡呈現方式、文案敘述方向與自我控制程度對購買意願產生交互作用;Food online shopping has facilitated our life. We no longer need to spend time going out to find all kinds of specialty dishes. However, you can only browse the photos and information on the Internet to decide whether to buy. If the photography of food doesn′t look attractive, it will reduce consumers′ desire to purchase. Therefore, online store operators will do their best to make an appealing photo to increase product sales, using filming angles, background colors, and tableware to attract consumers to purchase. This study explores the hue (warm tone/ cold tone/ achromatic color), camera angle (horizontal view angle/ high angle/ overlook view angle), mealtimes (meals/ snacks), wording description (positive/ negative), fillings exposure (visible/not visible), influence on consumer product attitude. research shows: 1. The plate color and the filming angle have an interaction effect on consumers′ product attitude. 2. The plate color and the filming angle have an interaction effect on consumers′ greasy feelings. 3. The plate color and the filming angle have an interaction effect on consumers′ purchasing intention. 4. The plate color, the filming angle, and food neophobia have a three-way interaction effect on consumers′ greasy feelings. 5. The plate color, the filming angle, and food neophobia have a three-way interaction effect on consumers′ purchasing intention. 6. Background color and the texture of the soup have an interaction effect on consumers′ greasy feelings. 7. Visibility of fillings and dispositional self-control have an interaction effect on consumers′ product attitude. III 8. Visibility of fillings and dispositional self-control have an interaction effect on consumers′ greasy feelings. 9. Visibility of fillings and dispositional self-control have an interaction effect on consumers′ purchasing intention. 10. Visibility of fillings, attribute framing, and self-control have a three-way interaction effect on consumers′ product attitude. 11. Visibility of fillings, attribute framing, and self-control have a three-way interaction effect on consumers′ purchasing intention.
Appears in Collections:	[Executive Master of Business Administration] Electronic Thesis & Dissertation

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