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研究生:郭貽婷
研究生(外文):GUO, YI-TING
論文名稱:健康與不健康產品到底該怎麼搭配?
論文名稱(外文):How Do Healthy and Unhealthy Products Match?
指導教授:陳振燧陳振燧引用關係
指導教授(外文):CHEN, CHENG-HSUI
口試委員:凌儀玲潘立芸陳振燧
口試委員(外文):LING, I-LINGPAN, LEE-YUNCHEN, CHENG-HSUI
口試日期:2017-06-23
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:92
中文關鍵詞:健康產品不健康產品產品組合心情消費偏好
外文關鍵詞:Healthy productUnhealthy productProduct matching effectMoodConsumer preference
相關次數:
  • 被引用被引用:1
  • 點閱點閱:165
  • 評分評分:
  • 下載下載:10
  • 收藏至我的研究室書目清單書目收藏:0
消費者每天都須要做選擇。如今科技進步和經濟成長,市場競爭非常激烈,業者為了吸引消費者購買提供了多樣化的選擇。不過,這種購買選擇就如同心情般難以抉擇,以至於消費者傾向於用當下心情去解決選擇困擾。過去文獻都著重心情與食物選擇,卻較少探討心情對產品組合搭配偏好的影響。因此,本研究的目的在探討消費者對於健康與不健康產品組合之搭配順序與組合的偏好,並驗證心情對此情境的干擾效果。

本研究有兩個實驗。實驗一是了解搭配順序和組合的偏好,搭配順序包含先選健康和先選不健康,而搭配組合有混合及專一搭配。實驗二則是驗證心情對此情境的干擾效果。本研究的受測者不分年齡及性別。我們採用滾雪球抽樣,共發出517份問卷,回收有效樣本426份。

研究結果發現消費者對搭配順序有明顯偏好,先選健康產品之後比較會搭配不健康產品,而若先選不健康產品,則無顯著差異。其次,健康與不健康產品之混合搭配,或專一搭配,並無明顯偏好差異。另外,心情對搭配順序有干擾作用,快樂時先選不健康搭健康偏好較高,而難過時先選健康搭不健康較高。最後,快樂時會偏好先健康搭不健康之混搭產品,而難過時比較容易選專一的不健康組合。

Consumers have to make decisions every day. As the rise of technology and economic, the market provided a variety of purchasing options for consumers. These buying decisions were so difficult that consumers make a choice in accordance with their mood. Most previous studies focused on the relationships between mood and food choice, but preference for product matching effect under different mood states was seldom discussed. As a result, the purpose of this study was to explore the preferences for matching effects on healthy and unhealthy products, and verified this situation is moderated by mood.

There were two experiments in this study. The first experiment was to realize the preference for order and matching effects. Order effects involved first choice for healthy and unhealthy products. Matching effects covered for mix and no-mix matching. The second experiment was to examine whether this situation was interfered by mood. Subjects in this study were not limited in age and gender. We used snowball sampling, and collected 517 questionnaires. In this study, 426 valid samples were returned.

The results indicated that consumers had obvious preference for order effects, the first choice for a healthy product would be likely to choose an unhealthy product for matching, but the first choice for an unhealthy product would be no difference between healthy or unhealthy products for matching. Then, the mix and no-mix matching with healthy and unhealthy products presented no obvious preference for any pair. Besides, mood played a moderating role in order effects, matching an unhealthy product with a healthy product got higher preference in a happy mood, while matching a healthy product with an unhealthy product had higher preference in a sad mood. Finally, happy state would prefer for mixing a healthy product with an unhealthy product, while sad state would like to choose both unhealthy products.

摘要 i
ABSTRACT ii
目錄 iii
表目錄 v
圖目錄 vi
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 1
1.3 研究流程 3
第二章 文獻探討 4
2.1 健康與不健康產品 4
2.2 心情 7
2.3 消費偏好 25
第三章 假設推論與研究方法 28
3.1 研究架構 28
3.2 研究假設 29
3.3 變數的操弄定義及衡量構面 32
3.4 前測 34
3.5 實驗設計及步驟 36
第四章 研究結果 38
4.1 樣本資料分析 38
4.2 順序偏差檢驗 40
4.3 信度分析 41
4.4 操弄檢定 42
4.5 假說檢定 44
4.6 假設結果 51
第五章 結論與建議 53
5.1 研究結論 53
5.2 行銷管理意涵 56
5.3 研究限制與未來建議 58
參考文獻 59
附錄 67

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