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研究生:梁詠晴
研究生(外文):LIANG,YUNG-CHING
論文名稱:健康餐品項命名對消費者知覺之影響: 健康取向調節效果
論文名稱(外文):The Name of Healthy Meal And Consumer Perception:Health Orientation’s Moderator Effect
指導教授:顧萱萱顧萱萱引用關係
指導教授(外文):KU,HSUAN-HSUAN
口試委員:林陽助楊俊明
口試委員(外文):LIN,YANG-CHUYANG,CHUN-MING
口試日期:2024-05-28
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2024
畢業學年度:112
語文別:中文
論文頁數:78
中文關鍵詞:健康餐命名健康取向知覺壓力知覺自我增進
外文關鍵詞:Healthy meal namingHealth orientationConsumer perceptionPerceived self-enhancement
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這份研究旨在探討健康餐品項命名與消費者知覺之關係,以問卷調查為主要
方法,並借助 SPSS 統計分析軟體進行數據處理。研究發現,不論消費者的健康
取向高低,一般名稱的產品被認為具有較高程度的美味知覺,而健康名稱的產品
則被認為具有較高程度的健康知覺。這一結果暗示著產品命名對消費者知覺有顯
著影響,尤其是在美味和健康方面。
此外,研究還發現,當一般產品命名與健康產品命名進行比較時,消費者的
健康取向也對其知覺產生影響。對於健康名稱的產品,健康取向高的消費者傾向
於認為這些產品能夠提高他們的自我增進感,這可能是因為他們更注重飲食對健
康的影響。相反,健康取向較低的消費者則可能因為健康名稱而感受到更大的壓
力,這可能是因為他們對於健康問題的關注度較低,因此對於健康食品的期待也
相對較低。
綜合以上結果,產品命名對於消費者的知覺具有重要影響,尤其是在健康食
品領域。未來,可以進一步探討不同類型的產品命名對消費者行為的影響,以及
如何通過產品命名來引導消費者健康飲食的選擇。
This study aims to explore the relationship between the naming of healthy food
items and consumer perceptions, primarily through questionnaire surveys, and aided by data processing using SPSS statistical analysis software. The research findings indicate that regardless of consumers' level of health orientation, products with general names are perceived to have a higher degree of deliciousness, while products with healthy names are perceived to have a higher degree of healthiness. This result suggests that product naming significantly influences consumer perceptions, particularly in terms of taste and health.
Furthermore, the study also found that when comparing general product naming
with healthy product naming, consumers' health orientation also influences their
perceptions. For products with healthy names, consumers with a high health orientation tend to believe that these products can enhance their self-enhancement, possibly because they pay more attention to the impact of diet on health. Conversely, consumers with lower health orientation may feel greater pressure due to the healthy names, possibly because they have lower concern for health issues, thus having relatively lower expectations for healthy foods.
In summary, product naming has a significant impact on consumer perceptions,
especially in the realm of healthy foods. In the future, further exploration can be conducted on the effects of different types of product naming on consumer behavior and how product naming can be used to guide consumers' choices towards healthy eating.
第一章 緒1
第一節 研究背景與動機1
第二節 研究目的6
第二章 文獻探討7
第一節 健康餐命名效果7
第二節 消費者健康取向10
第三節 消費者知覺壓力13
第四節 消費者自我增進16
第三章 研究方法19
第一節 研究分徑19
第二節 研究假設20
第三節 變數的操作定義與衡量24
第四節 資料分析方法32
第四章 研究結果33
第一節 實驗一33
第二節 實驗二40
第五章 研究結果47
第一節 研究結論47
第二節 研究貢獻與建議48
第三節 研究限制與未來方向49
參考文獻50
一、英文參考文獻50
二、中文參考文獻53
附錄 問卷55

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