臺灣博碩士論文加值系統

市面上充斥著許多產品廣告，這些廣告的行銷重點都著墨在主產品身上，本研究欲要討論與主產品配對的配對產品，以不同的方式呈現，讓配對產品來影響主產品之效果。以食物的產品組合作為研究方向，當消費者在品嘗一杯飲品時，會受到與飲品所配對之食品的影響，故本研究將要探討配對食品的空間位置、訴求性質、形狀變化、外觀類型、靜動態呈現、想像情境、多樣化呈現，時間限制，以及主產品的象徵性代表，並加入調節焦點作為干擾消費者在品嘗主產品的飲品時，所帶來的口感、態度與願付價格之效果，這些與飲品所配對的食品是否會因為以上所呈現出來的方式，而導致消費者對主產品有不同的口感、態度與願付價格之影響。本研究以實驗研究法設計五個實驗，以大學生和研究生為研究對象，其主要的研究結果如下︰
1.證實配對食品之空間位置對口感具有顯著影響。
2.證實配對食品的空間位置與配對食品的訴求性質對口感、態度與願付價格具有交互作用顯著影響。
3.證實配對食品的形狀對態度具有顯著影響。
4.證實調節焦點會干擾配對食品的外觀類型對口感和態度之干擾作用顯著影響。
5.證實主產品的靜動態與想像情境對口感和態度具有交互作用顯著影響。
6.證實配對食品的靜動態與想像情境對態度具有交互作用顯著影響。
7.證實主產品靜動態、配對食品靜動態與想像情境對口感和態度具有交互作用顯著影響。
8.證實主產品的空間位置和主產品的象徵性質對口感和態度具有交互作用顯著影響。
9.證實配對食品的多樣化呈現對口感和態度具有顯著影響。
10.證實配對食品的多樣化呈現與時間限制對口感和態度具有交互作用顯著影響。

There are variety kinds of AD in our daily life while the major point was laid on the main product. This research wants to realize the interaction between the main products and paired product. Major consideration of this was the combination of the food and beverage, namely the effect on consumer toward the food and beverage. This research tried to explore the food place, quality, shape transformation, appearance, static or dynamic, circumstances, presenting diversification, limited time and the meaning of main products, also included the regulatory-focus to interrupt consumer when they had the beverage in order to understand the taste, attitude and the willingness to pay of consumer. This research consisted of five experiments and the objectives of this research were graduate students and undergraduate students. The main results of this research can be expressed as follows:

1.It has significantly affected between the food space and the taste.
2.There is a significant interaction existing between the food space and the quality, attitude, willingness to pay on the paired foods.
3.Paired food shape and the attitude have significantly effect
4.Regulatory-focus interrupted the taste and the attitude of foods of consumer. It has significantly affected among those factors.
5.It has significantly interaction between the static or dynamic situation of the main products, circumstances toward the taste and attitude.
6.The static or dynamic situation of paired food and the circumstances had significant interaction.
7.Static or dynamic situation of main products and paired products and circumstances had significant interaction toward the taste and attitude.
8.Spacing of main products and the quality had the significant interaction toward the taste and attitudes.
9.Diversification presenting of the paired food had the significant effect on the taste and attitudes.
10.Diversification presenting of paired foods and limited time had the significant interaction toward the taste and attitudes.

摘要 …………………………………………………………………………… I
Abstract……………………………………………………………………………II
致謝 ……………………………………………………………………………IV
目錄 …………………………………………………………………………… V
表目錄 ………………………………………………………………………… VII
圖目錄 ……………………………………………………………………………IX
第一章 緒論……………………………………………………………………… 1
第一節 研究動機………………………………………………………………… 1
第二節 研究目的………………………………………………………………… 2
第三節 研究問題………………………………………………………………… 3
第四節 研究程序………………………………………………………………… 4
第二章 文獻探討………………………………………………………………… 5
第一節 口感、態度、願付價格………………………………………………… 5
第二節 位置上、下和理性、感性之間的關係………………………………… 7
第三節 形狀、產品外觀與調節焦點之間的關係……………………………… 9
第四節 靜、動態與想像情境之間的關係……………………………………… 14
第五節 位置左、右和時間距離之間的關係…………………………………… 18
第六節 多樣化與時間之間的關係…………………………………………… 20
第三章 研究方法……………………………………………………………… 22
第一節 實驗一研究方法…………………………………………………………22
第二節 實驗二研究方法…………………………………………………………30
第三節 實驗三研究方法…………………………………………………………36
第四節 實驗四研究方法…………………………………………………………42
第五節 實驗五研究方法…………………………………………………………49
第六節 統計方法與工具…………………………………………………………54
第四章 研究結果…………………………………………………………………55
第一節 實驗一……………………………………………………………………55
第二節 實驗二……………………………………………………………………60
第三節 實驗三……………………………………………………………………67
第四節 實驗四……………………………………………………………………79
第五節 實驗五……………………………………………………………………84
第五章 研究結果與建議…………………………………………………………91
第一節 假設驗證…………………………………………………………………91
第二節 研究結論…………………………………………………………………98
第三節 研究貢獻……………………………………………………………… 101
第四節 研究限制……………………………………………………………… 104
第五節 後續研究建議………………………………………………………… 104
參考文獻 ………………………………………………………………………… 106
附錄一 實驗一圖片…………………………………………………………… 111
附錄二 實驗二圖片…………………………………………………………… 112
附錄三 實驗三圖片…………………………………………………………… 114
附錄四 實驗四圖片…………………………………………………………… 116
附錄五 實驗五圖片…………………………………………………………… 117
附錄六 實驗一、三、五問卷………………………………………………… 118
附錄七 實驗二問卷…………………………………………………………… 119
附錄八 實驗四問卷…………………………………………………………… 120

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