食物、Logo與包裝的外觀對產品態度之影響

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黃湘涵(Hsinag-Han Huang) 查詢紙本館藏

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企業管理學系

論文名稱

食物、Logo與包裝的外觀對產品態度之影響

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至系統瀏覽論文 (2025-1-31以後開放)

摘要(中)

形狀在日常生活中扮演著重要的角色，無論目光所視、伸手所及都是各式各樣的幾何形狀。方圓是最基本的幾何圖形，本研究從 Logo、包裝和食物方面著手，並考量不同情境及消費者的各方面特質作為干擾變數，如:購買目的、食用情境、自我建構、消費者情緒狀態、性別特質、飲食習慣，是否會影響到消費者對 Logo、包裝和食物態度之判斷。研究結果顯示:

1. 包裝形狀對於包裝態度產生主要效果。
2. Logo 形狀與 Logo 色調會對消費者對於 Logo 態度產生交互作用。
3. Logo 形狀與自我建構會對消費者對於 Logo 態度產生交互作用。
4. Logo 色調與自我建構會對消費者對於 Logo 態度產生交互作用。
5. Logo 形狀與情緒會對消費者對於 Logo 態度產生交互作用。
6. 包裝形狀與包裝材質會對消費者對於包裝態度產生交互作用。
7. 食物形狀與裝飾物與食物明度對比對消費者對於食物態度產生交互作用。
8. 裝飾物與食物明度對比與飲食習慣對消費者對於食物態度產生交互作用。
9. 食物形狀與食用情境對消費者對於食物態度產生交互作用。

摘要(英)

No matter what you see or reach, there are a wide variety of geometric shapes plays an important role in our daily life. Square and circle are the most two basic shapes of geometry. This study mainly takes the shape of brand logo, packaging and food as the starting part and then attempts to discuss the attitude towards on the logo, package, and food may be influenced by different circumstances and consumers’ characteristics such as purchase motivation, mealtime atmosphere, self-construal, emotion, gender role, eating behavior. Research shows:

1. The shape of packaging has a main effect on the attitude towards packaging.
2. The shape and tone of brand logo have an interaction on the attitude towards
brand logo.
3. The shape of brand logo and self-construal have an interaction on the attitude
towards brand logo.
4. The tone of brand logo and self-construal have an interaction on the attitude
towards brand logo.
5. The shape of brand logo and emotion have an interaction on the attitude towards
brand logo.
6. The shape and material of packaging have an interaction on the attitude towards
packaging.
7. The shape of food and lightness contrast between decorations and food have an
interaction on the attitude towards food.
8. Lightness contrast between decorations and food and eating behavior have an
interaction on the attitude towards food.
9. The shape of food and mealtime atmosphere have an interaction on the attitude
towards food.

關鍵字(中)

★ Logo 形狀
★ Logo 色調
★ 包裝形狀
★ 包裝材質
★ 食物形狀
★ 裝飾物與食物明度對比
★ 自我建構
★ 情緒
★ 性別特質
★ 購買目的
★ 飲食習慣
★ 食用情境

關鍵字(英)

★ the shape of brand logo
★ tone
★ the shape of packaging
★ material
★ the shape of food
★ lightness contrast between decorations and food
★ self-construal
★ emotion
★ gender role
★ purchase motivation
★ mealtime atmosphere
★ eating behavior

論文目次

摘要 i
Abstract ii
致謝 iii
目錄 iv
表目錄 viii
圖目錄 x
第一章緒論 1
1-1 研究背景及動機 1
1-2 研究目的 2
1-3 研究問題 3
1-4 研究流程 4
第二章文獻探討 5
2-1 消費者態度 5
2-2 Logo、包裝、食物形狀方圓 5
2-3 Logo 色調 7
2-4 自我建構 9
2-5 情緒 11
2-6 包裝材質 13
2-7 性別特質 14
2-8 購買目的 15
2-9 裝飾物與食物明度對比 16
2-10 飲食習慣 18
2-11 食用情境 20
第三章研究方法 21
3-1 研究架構 21
3-2 變數的操作性定義 22
3-2-1 自變數的定義與素材選擇 22
3-2-2 應變數的定義與衡量 24
3-2-3 干擾變數的定義 24
3-3 前測實驗 29
3-4 研究方法 31
3-4-1 實驗一 31
3-4-2 實驗二 32
3-4-3 實驗三 33
第四章資料分析 34
4-1 實驗一兩自變數交互作用研究結果 34
4-1-1 實驗一a研究結果 36
4-1-2 實驗一b研究結果 39
4-2 實驗二兩自變數交互作用研究結果 42
4-2-1 實驗二a研究結果 44
4-2-2 實驗二b研究結果 46
4-3 實驗三兩自變數交互作用研究結果 48
4-3-1 實驗三a研究結果 50
4–3-2 實驗三b研究結果 53
4-4 假設驗證摘要表 56
第五章研究結論與建議 61
5-1 研究結論 61
5-1-1 Logo 形狀與 Logo 色調之影響 61
5-1-2 Logo 形狀、Logo 色調與自我建構之影響 61
5-1-3 Logo 形狀、Logo 色調與情緒之影響 61
5-1-4 包裝形狀與包裝材質之影響 62
5-1-5 包裝形狀、包裝材質、性別特質與購買目的之影響 62
5-1-6 食物形狀與裝飾物與食物明度對比之影響 62
5-1-7 食物形狀、裝飾物與食物明度對比與飲食習慣之影響 62
5-1-8 食物形狀、裝飾物與食物明度對比與食用情境之影響 63
5-2 研究貢獻 63
5-2-1 品牌Logo設計 63
5-2-2 包裝形狀與材質搭配 63
5-2-3 食物形狀、裝飾物與食物明度對比、飲食習慣與食用情境搭配 63
5-3 研究限制與建議 64
5-3-1 取樣方式 64
5-3-2 實驗素材 64
5-3-3 干擾變數選擇 64
5-3-4 態度認知差異 65
參考文獻 66
一、中文部分 66
二、英文部分 67
附錄一實驗一干擾變數前測問卷版本一 74
附錄二實驗一干擾變數前測問卷版本二 76
附錄三實驗三干擾變數前測問卷版本一 77
附錄四實驗三干擾變數前測問卷版本二 79
附錄五實驗一正式問卷版本一 81
附錄六實驗一正式問卷版本二 83
附錄七實驗一正式問卷版本三 85
附錄八實驗一正式問卷版本四 87
附錄九實驗一正式問卷版本五 89
附錄十實驗一正式問卷版本六 91
附錄十一實驗一正式問卷版本七 93
附錄十二實驗一正式問卷版本八 95
附錄十三實驗一正式問卷版本九 97
附錄十四實驗一正式問卷版本十 100
附錄十五實驗一正式問卷版本十一 103
附錄十六實驗一正式問卷版本十二 106
附錄十七實驗二正式問卷版本一 109
附錄十八實驗二正式問卷版本二 111
附錄十九實驗二正式問卷版本三 113
附錄二十實驗二正式問卷版本四 115
附錄二十一實驗二正式問卷版本五 117
附錄二十二實驗二正式問卷版本六 119
附錄二十三實驗二正式問卷版本七 121
附錄二十四實驗二正式問卷版本八 123
附錄二十五實驗二正式問卷版本九 125
附錄二十六實驗二正式問卷版本十 127
附錄二十七實驗二正式問卷版本十一 129
附錄二十八實驗二正式問卷版本十二 131
附錄二十九實驗三正式問卷版本一 133
附錄三十實驗三正式問卷版本二 135
附錄三十一實驗三正式問卷版本三 137
附錄三十二實驗三正式問卷版本四 139
附錄三十三實驗三正式問卷版本五 141
附錄三十四實驗三正式問卷版本六 143
附錄三十五實驗三正式問卷版本七 145
附錄三十六實驗三正式問卷版本八 147
附錄三十七實驗三正式問卷版本九 149
附錄三十八實驗三正式問卷版本十 151
附錄三十九實驗三正式問卷版本十一 153
附錄四十實驗三正式問卷版本十二 155

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2023-1-19

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