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研究生:葉永丞
論文名稱:心理帳戶對飲食決策之影響
論文名稱(外文):The Effect of Mental Budget on Meal Decision Making
指導教授:凌儀玲凌儀玲引用關係
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:行銷與運籌研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
畢業學年度:100
語文別:中文
論文頁數:74
中文關鍵詞:心理帳戶框架卡路里BMI
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本研究在探討心理帳戶對消費者飲食決策之影響。實驗一,本研究探討受試者在建立心理帳戶下,面臨食物的選擇是否與無心理帳戶者有明顯差異。此外由於過去文獻探討飲食與心理帳戶絕大多使用西方食物作為實驗樣本,因此本研究也使用中式食物為實驗標的物。外國人為受試樣本以驗證心理帳戶理論的一般化推論。實驗二藉由不同框架(每日卡洛里與每餐卡洛里)的心理帳戶對受試者飲食決策的影響。實驗三則針對卡洛里與BMI兩種心理帳戶,分析心理帳戶的效果何者較為顯著。實驗結果證實心理帳戶確實會影響人們的飲食決策,每日卡洛里的較每餐卡洛里的心理帳戶影響效果較大,而BMI心理帳戶又較卡洛里心理帳戶的效果更佳。
This research investigates the effect of mental budget on meal decision making. The purpose of Study aims to the differences of participants with mental budget and without mental budget when they are facing food decision via different participants (local Taiwanese and foreigners). Different from prior research, the author adopt Chinese food as experimental stimuli. Furthermore, this research also confers foreigners’ food decision under mental budget. Study 2 investigates the framing effect of mental budget between daily base and meal base on consumers’ food decision making. Finally, Study 3 explores the BMI base mental budget and calorie base mental budget on consumers’ food decision making. The results showed that mental budget does influence peoples’ meal decision making. Compare to meal base mental budget, daily base mental budget are more influenced consumer’s calorie consumption. BMI base mental budget affects meal decision more than calorie base mental budget.
Contents
中文摘要……………………………………………………………………………………………………ii
Abstract…………………………………………………………………………………………………….iii
謝誌…………………………………………………………………………………………………………iv
Chapter 1………………………………………………………………………………………………………1
Research Background 1
Research Purposes 3
Chapter 2………………………………………………………………………………………………………4
2-1 Mental Budget 4
2-2 Mental Budget and Self-Control 5
2-3 Vice food & Virtue food 6
2-4 Framing Effect 7
Chapter 3………………………………………………………………………………………………………9
Study 1a 10
Study 1b 12
Study 1c 14
Study 2 16
Study 3 19
Chapter 4……………………………………………………………………………………………………..22
Study 1a 22
Study 1b 24
Study 1c 26
Study 2 28
Study 3 33
Chapter 5……………………………………………………………………………………………………..37
Summary of the Findings 37
Managerial Implication 38
Limitation and Future Research 39
Reference……………………………………………………………………………………………………..40
Appendix A: The Questionnaire (Chinese version)……………………………………………………….43
Appendix B: The Questionnaire (Chinese version)………………………………………………………44
Appendix C: The Questionnaire……………………………………………………………………………45
Appendix D: The Questionnaire……………………………………………………………………………46
Appendix E: The Questionnaire (Chinese version)………………………………………………………47
Appendix F: The Questionnaire (Chinese version) ………………………………………………………48
Appendix G: The Questionnaire (Chinese version) ………………………………………………………49
Appendix H: The Questionnaire (Chinese version) ………………………………………………………51
Appendix I: The Questionnaire (Chinese version) ………………………………………………………53
Appendix J: The Questionnaire (Chinese version) ………………………………………………………55
Appendix K: The Questionnaire (Chinese version) ………………………………………………………57
Appendix L: The Questionnaire (Chinese version) ………………………………………………………59

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