| dc.contributor.advisor | 張卿卿<br>Chingching Chang | zh_TW |
| dc.contributor.author (作者) | 陳祐嘉 | zh_TW |
| dc.contributor.author (作者) | Chen, Yu Chia | en_US |
| dc.creator (作者) | 陳祐嘉 | zh_TW |
| dc.creator (作者) | Chen, Yu Chia | en_US |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 18-九月-2009 19:43:11 (UTC+8) | - |
| dc.date.available | 18-九月-2009 19:43:11 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-九月-2009 19:43:11 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0095452009 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/36798 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 95452009 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (摘要) | 本研究從心情修復觀點出發，探討不同性別消費者在正負面心情狀態下對於零食類型的選擇差異。從各種心情修復與商品享樂性相關文獻可知，消費者會藉由消費各種商品或服務來改善不好的心情，本研究鎖定零食為心情修復的商品，將零食的鹹、甜口味既存喜好與熱量高、低納入判斷零食享樂性高低之依據，並嘗試用心情修復理論（mood-repair）與補償性消費（compensatory consumption）來解釋零食作為心情修復商品的原因。本研究將消費者對於鹹、甜口味的個人既存喜好納入考慮，發現零食的享樂性確實會受到消費者個人偏好所影響。研究結果發現，熱量高的零食帶給消費者較高的享樂性感受，而個人對於鹹、甜口味的偏好，也會直接影響消費者對零食的享樂性高低感受，因此不能概括論定甜（鹹）一種口味就具有較高的享樂性。此外，本研究也發現男、女消費者在零食的選擇上是有所差異的，表示在消費者需要用零食進行心情修復時，性別差異其實也可能影響其零食選擇。本研究也針對熱量資訊，探討熱量呈現的有無是否有調節消費者選擇的效果，發現心情不好時，消費者的零食選擇會有受到熱量資訊影響的趨勢。因為消費者可能會在「享樂、放縱自己」與「健康、愛護自己」之間加以取捨，所以如果想要在市場上推出新零食，可考慮消費者日益重視的健康因素，在零食產品面朝向低卡、低脂或低糖、低鹽等方向加以調整，而且，健康的零食老少咸宜，不限於年輕族群，未來將可能會有更大的市場。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 - 7 -第一節 研究背景與動機 - 7 -一、 零食市場成長力驚人 - 7 -二、 零食消費的背後 - 8 -第二節 研究目的 - 9 -第二章 文獻探討 - 10 -第一節 心情（MOOD） - 10 -一、 心情的定義 - 10 -二、 心情與情感、情緒、感受之區別 - 11 -三、 心情之分類 - 12 -四、 小結 - 13 -第二節 心情修復理論（MOOD REPAIR THEORY） - 14 -一、 心情修復 - 14 -二、 負面心情與消費行為 - 14 -三、 補償性消費（COMPENSATORY CONSUMPTION） - 15 -四、 心情修復的慰藉 - 15 -（一）媒體使用（MEDIA USE） - 15 -（二）逛街購物（SHOPPING） - 16 -（三）產品消費（PRODUCT CONSUMPTION） - 17 -第三節 心情與食物消費 - 19 -一、 心情影響食物選擇 - 19 -二、 心情影響零食選擇 - 19 -第三章 研究架構與假設 - 26 -第一節 研究架構 - 26 -一 、自變項 - 26 -二 、依變項 - 27 -三 、調節變項 - 27 -第二節 研究問題與假設 - 28 -一 、零食的享樂性 - 28 -二 、正負面心情與零食選擇 - 29 -三 、性別與零食的選擇 - 29 -四 、營養資訊調節零食的選擇 - 30 -第四章 研究方法 - 32 -第一節 研究方法的選擇 - 32 -一 、實驗法 - 32 -二 、線上實驗 - 32 -第二節 實驗設計 - 34 -第三節 研究對象 - 35 -一 、選擇研究對象之原因 - 35 -二 、招募方式與流程說明 - 35 -第四節 變項的定義與測量 - 37 -一 、自變項的定義與測量 - 37 -二 、依變項的定義與測量 - 37 -三 、調節變項之定義與測量 - 38 -第五節 前測 - 39 -一 、前測一 - 39 -二 、前測二 - 41 -三 、前測三 - 47 -第五章 研究結果與分析 - 49 -第一節 樣本描述 - 49 -一 、樣本數量統計 - 49 -二 、樣本代表性分析 - 50 -三 、樣本分組 - 51 -第二節 量表信度檢驗 - 52 -一 、正向情感與負向情感量表 - 52 -二 、測量零食的享樂性題項 - 52 -第三節 變項操弄檢定 - 53 -一 、正、負面心情 - 53 -二 、零食的享樂性高低 - 54 -三 、熱量高、低認知 - 54 -第四節 假設驗證 - 55 -一 、零食的享樂性 - 55 -二 、不同口味偏好者在正、負心情狀態下選擇零食之差異 - 56 -三 、在負面心情狀態下女性與男性選擇零食之差異 - 57 -四 、熱量資訊對於正、負面心情狀態的消費者之影響 - 58 -五 、其他分析 - 58 -第五節 假設驗證結果整理 - 60 -第六章 結論 - 61 -第一節 發現與討論 - 61 -一 、零食的享樂性 - 61 -二 、正、負面心情狀態影響零食選擇 - 61 -三 、性別差異 - 62 -四 、熱量資訊對於消費者零食選擇之影響 - 62 -第二節 研究貢獻、實務建議與未來研究 - 63 -一 、研究貢獻 - 63 -二 、實務建議 - 63 -三 、未來研究 - 64 -第三節 研究限制 - 65 -一 、實驗法的限制 - 65 -二 、線上實驗法的限制 - 65 -三 、樣本代表性 - 65 -四 、外在效度不足 - 65 -五 、零食可能不是唯一的心情修復慰藉 - 66 -第七章 參考文獻 - 67 -第八章 附錄 - 72 -一 、附件一：正面故事網頁 - 72 -二 、附件二：負面故事網頁 - 73 -三 、附錄三：前測一問卷 - 74 -四 、附錄四：前測二問卷 - 75 -五 、附錄五：前測三─正面故事 - 80 -六 、附錄六：前測三─負面故事 - 81 -七 、附錄七：前測三問卷 - 82 -八 、附件八：正式實驗網頁（無熱量資訊版） - 83 - | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0095452009 | en_US |
| dc.subject (關鍵詞) | 心情修復 | zh_TW |
| dc.subject (關鍵詞) | 零食 | zh_TW |
| dc.subject (關鍵詞) | mood repair | en_US |
| dc.subject (關鍵詞) | snack | en_US |
| dc.title (題名) | 不同性別消費者在正負面心情狀態下對於零食類型的選擇差異─心情修復觀點 | zh_TW |
| dc.type (資料類型) | thesis | en |
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