臺灣博碩士論文加值系統

本研究使用的是實驗法，此研究包含了三個實驗，分別以桌巾及餐盤顏色、水杯類型、餐墊圖形、餐盤樣式、玫瑰花、餐盤材質、醬料盅材質及蠟燭作為自變數，以知覺價值及金錢價值作為應變數，提供受測者共三十二組圖片，請其依據所看到的圖片回答其所感受到的知覺及金錢價值，並加入生活型態及人口統計變數為干擾變數。再以｢問卷調查法｣作為資料蒐集的方法，在問卷回收後做人口統計資料的敘述性統計分析，以及使用單因子變異數分析各自變項的主效果，再使用兩因子變異數分析，將自變項間兩兩交互作用，也將自變項加入干擾變項作交互作用。
研究結果發現，餐盤顏色的確會對消費者的知覺及金錢價值產生影響，餐盤材質也會影響金錢價值，其他自變數間交互作用的結果，和加入干擾變數交互作用的結果如第四章和第五章所述。

Used in this study is the experimental method, this study included three experiments. The three experiments include the following independent variables: the colors of the plates, the style of the water glass, the pattern of table cloth, the style of the plates, flowers on the table, the materials of the plates, the materials of the condiment sets, and candles. The experiments include the following dependent variables: Perceived Value and Money Value. Total of thirty-two sets of pictures are provided to a group of people tested. Of the group of people tested, they are asked to look at the picture sets and answer questions based on their perceived value and the money value. In addition, the experiments include the life style of these people and the group demographics as interference variables. After a questionnaire was administered and the data is collected, a demographics information narrative statistical analysis was conducted. Then the three analyze method are as follows: 1. the cause and effect analysis was conducted on a single independent variable versus various dependable variables 2. Then the cause and effect analysis was conducted on two independent variables versus various dependable variables 3. Finally, the cause and effect analysis was conducted on the two independent variables in conjunction with two interference variables versus various dependable variables.
Studies found that the plate color has impact on consumers’ perceived value and money value and the material of the plates also have impact on the consumers’ money value. For other cause and effect relationships between independent variables and interference variables on the dependent variables, please refer to the results stated in Chapter IV and V.

中文摘要………………………………………………………………………………i
ABSTRACT……………………………………………………………………………･ii
致謝詞………………………………………………………………………………iii
目錄…………………………………………………………………………………･iv
圖目錄………………………………………………………………………………･vi
表目錄……………………………………………………………………………･viii
一、 緒論…………………………………………………………………………1
1-1 研究背景與動機……………………………………………………………1
1-2 研究問題與目的……………………………………………………………3
1-3 研究流程……………………………………………………………………4
二、 文獻探討……………………………………………………………………5
2-1 餐桌擺設……………………………………………………………………5
2-2 餐具與餐桌擺飾品…………………………………………………………6
2-2-1 桌巾、餐盤與色彩學……………………………………………6
2-2-2 餐墊圖形與心理幾何學…………………………………………8
2-2-3 餐桌花與蠟燭……………………………………………………9
2-3 知覺價值與金錢價值……………………………………………………･10
2-3-1 知覺價值之意義………………………………………………･10
2-3-2 知覺價值的衡量構面…………………………………………･11
2-4 生活型態…………………………………………………………………･13
2-4-1 生活型態之意義………………………………………………･13
2-4-2 生活型態量測…………………………………………………･14
三、 研究方法…………………………………………………………………･16
3-1 研究架構與流程…………………………………………………………･16
3-1-1 實驗一之研究架構……………………………………………･16
3-1-2 實驗一之研究假設……………………………………………･16
3-1-3 實驗二之研究架構……………………………………………･18
3-1-4 實驗二之研究假設……………………………………………･18
3-1-5 實驗三之研究架構……………………………………………･19
3-1-6 實驗三之研究假設……………………………………………･20
3-2 研究設計…………………………………………………………………･21
3-2-1 餐桌照片設計…………………………………………………･21
3-2-2 知覺價值與金錢價值量表設計………………………………･21
3-2-3 生活型態量表設計……………………………………………･22
3-2-4 人口統計題項設計……………………………………………･24
3-3 研究對象…………………………………………………………………･24
3-4 統計分析方法……………………………………………………………･24
四、 研究結果…………………………………………………………………･26
4-1 樣本結構…………………………………………………………………･26
4-2 實驗一研究結果…………………………………………………………･28
4-2-1 主效果分析……………………………………………………･28
4-2-2 ｢桌巾顏色｣、｢餐盤顏色｣、｢水杯類型｣兩兩交互作用……･30
4-2-3 ｢桌巾顏色｣、｢餐盤顏色｣、｢水杯類型｣與消費者生活型態和人
口統計變數干擾知覺與金錢價值效果之兩因子變異數分析..33
4-3 實驗二研究結果…………………………………………………………･50
4-3-1 主效果分析……………………………………………………･50
4-3-2 ｢餐墊圖形｣、｢餐盤樣式｣、｢玫瑰花｣兩兩交互作用………･51
4-3-3 ｢餐墊圖形｣、｢餐盤樣式｣、｢玫瑰花｣與消費者生活型態和人口
統計變數干擾知覺與金錢價值效果之兩因子變異數分析…･54
4-4 實驗三研究結果…………………………………………………………･70
4-4-1 主效果分析……………………………………………………･70
4-4-2 ｢餐盤材質｣、｢醬料盅材質｣、｢蠟燭｣兩兩交互作用………･71
4-4-3 ｢餐盤材質｣、｢醬料盅材質｣、｢蠟燭｣與消費者生活型態和人口
統計變數干擾知覺與金錢價值效果之兩因子變異數分析…･73
4-5 研究假設彙整……………………………………………………………･85
五、 結論與建議………………………………………………………………･88
5-1 實驗結果彙整……………………………………………………………･88
5-2 研究結論…………………………………………………………………･99
5-3 實務建議…………………………………………………………………103
5-4 研究限制與問題…………………………………………………………105
5-5 後續研究的建議…………………………………………………………106
參考文獻……………………………………………………………………………108
附錄A 自變數圖片………………………………………………………………111
附錄B 正式網路問卷……………………………………………………………114

壹、中文部分
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[16] 劉恁宣，｢促銷形式語意差異對消費者知覺品質、知覺價值及購買意願的影響｣，國立政治大學，碩士論文，民國102年
[17] 蔡瑋玲，｢菜單元素對消費者菜單認知趣味與菜式產品態度之關係｣，國立中央大學，碩士論文，民國100年
[18] 簡佳璽，世界雜貨散步，初版，城邦文化，台北市，民國96年

貳、英文部分
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