English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113303/144284 (79%)
Visitors : 50799744      Online Users : 1011
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/36798
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/36798


    Title: 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
    Authors: 陳祐嘉
    Chen, Yu Chia
    Contributors: 張卿卿
    Chingching Chang

    陳祐嘉
    Chen, Yu Chia
    Keywords: 心情修復
    零食
    mood repair
    snack
    Date: 2008
    Issue Date: 2009-09-18 19:43:11 (UTC+8)
    Abstract: 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。
    Reference: 中文部份
    池和美(2006)。《零食寶典》。台北:三意文化。
    李玉瑛(2006)。〈Shopping、血拼、瞎拼:逛街購物研究的初探〉,《台灣社會學刊》,37,頁207-236。
    夏康寧(2007)。《消費者心情對產品屬性偏好及產品態度之影響研究》,國立政治大學企業管理系博士論文。
    蘇相穎(2007)。《產品類型與新奇屬性類型之產品不一致性對產品再認知態度的影響─以消費者創新性為調節變項》,國立政治大學廣告系研究所碩士論文。
    英文部份
    Andrade, E. B. (2005). Behavioral consequences of affect: Combining evaluative and regulatory mechanisms. Journal of Consumer Research, 32 (December), 355-362.
    Batrinou, A. M., Dimitriou, E. & Liatsos, D. (2005). Genetically modified foods: The effect of information. Nutrition and Food Science, 35, 148-155.
    Bless, H., Clore, G. L., Schwarz, N., Golisano, V., Rabe, C. & Wölk, M. (1996). Mood and the use of scripts: Does a happy mood really lead to mindlessnee? Journal of Personality and Social Psychology, 71(4), 665-679.
    Chang, C. (2006). Beating the news blues: Mood repair through exposure to advertising. Journal of Communication, 56, 198-217.
    Chen, L., Zhou, S., & Bryant, J. (2007). Temporal changes in mood repair through music consumption: Effects of mood, mood salience, and individual differences. Media Psychology, 9, 695–713.
    Christensen, L. & Brooks, A. (2006). Changing food preference as a function of mood. Journal of Psychology, 140 (4), 293-306.
    Coulter, R. A., Zaltman, G. & Coulter, K. S. (2001). Interpreting consumer perceptions of advertising: An application of the Zaltman metaphor elicitation technique. Journal of Advertising, 30 (4), 1-21.
    Dhar, R. & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37 (1), 60-71.
    Gardner, M. P. (1985). Mood states and consumer behavior: A critical review. Journal of Consumer Research, 12 (December), 281-300.
    Gardner, M. P. & Scott J. (1990). A neglected moderator of the effects of mood. Advances in Consumer Research, 17, 585-589.
    Garg, N., Wansink, B., & Inman, J. J. (2007). The influence of incidental affect on consumers’ food intake. Journal of Marketing, 71, 194-206.
    Gendolla, G.. (2000). On the impact of mood on behavior: An integrative theory and a review. Review of General Psychology, 4 (December), 378-408.
    Gendolla, G. H. E. & Brinkmann, K. (2005). The role of mood states in self-regulation. European Psychologist, 10 (3), 187-198.
    Gould, S. J. (1991). The self-manipulation of my pervasive, perceived vital energy through product use: An introspective-praxis perspective. Journal of Consumer Researh, 18 (September), 194-207.
    Gould, S. J. (1997). An interpretive study of purposeful, mood self-regulating consumption: The consumption and mood framework. Psychology & Marketing, 14 (4), 395-426.
    Grunert, S. (1993). On gender differences in eating behaviour as compensatory consumption. Proceedings of the 2nd Conference on Gender and Consumer Behavior, University of Utah, USA, 74-86.
    Higgins, E. T. (2006). Value from hedonic experience and engagement. American Psychological Association, 113 (3), 439-460.
    Hirschman, E. C. & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46 (Summer), 92-101.
    Husain, G., Thompson, W. F. & Schellenberg, E. G. (2002). Effects of musical tempo and mode on arousal, mood, and spatial abilities. Music Perception, 20 (Winter), 151-171.
    Joormann, J. & Siemer, M. (2004). Memory accessibility, mood regulation, and dysphoria: Difficulties in repairing sad mood with happy memories. Journal of Abnormal Psychology, 113 (2), 179-188.
    Kacen, J. (1998). A conceptual overview of consumers’ mood management strategies. American Marketing Association. Conference Proceedings.
    Kempf, D. S. (1999). Attitude formation from product trail: Distinct roles of cognition and affect for hedonic and functional products. Psychology & Marketing, 16 (1), 35-50.
    Knobloch S. (2003). Mood adjustment via mass communication. Journal of Communication, 53 (2), 233-250.
    Knobloch-Westerwick, S. & Alter, S. (2006). Mood adjustment to social situations through mass media use: How men ruminate and women dissipate angry moods. Human Communication Research, 32, 58-73.
    Kurzer, M. S. (1997). Women, food and mood. Nutrition Reviews, 55 (7), 268.
    Leibenluft, E., Fiero, P. L., Bartko, J. J., Moul, D. E. & Rosenthal, N. E. (1993). Depressive symptoms and the self-reported use of alcohol, caffeine, and carbohydrates in normal volunteers and four groups of psychiatric outpatients. The American Journal of Psychiatry, 150 (February), 294-301.
    Luomala, H. T. (2002). An empirical analysis of the practices and therapeutic power of mood-alleviative consumption in Finland. Psychology & Marketing, 19 (10), 813-836.
    Luomala, H. T. & Laaksonen, M. (2000). Contribution from mood research. Psychology & Marketing, 17 (3), 195-233.
    Lyman B. & McCloskey J. (2001). Food characteristics thought desirable during various imagined emotions. Journal of Psychology, 123 (2), 163-169.
    Mick, D. G. & DeMoss, M. (1990). Self-gifts: Phenomenological insights from four contexts. Journal of Consumer Research, 17 (December), 322-333.
    Mick, D. G. , DeMoss, M. & Faber, R. J. (1992). A projective study of motivations and meanings of self-gifts: Implications for retail management. Journal of Retailing, 68, 122-144.
    Reid, R. & Brown, S. (1996). I hate shopping! An introspective perspective. International Journal of Retail & Distribution Management, 24 (4), 4-16.
    Russell, W. B. (1974). An exploratory assessment of situational effects in buyer behavior. Journal of Marketing Research, 11 (May), 156-163.
    Russell, J. A. & Mehrabian, A. (1974). Distinguishing anger and anxiety in terms of emotional response factors. Journal of Consulting and Clinical Psychology, 42 (1), 79-83.
    Russell, J. A. & Mehrabian, A. (1976). Environmental variables in consumer research. Journal of Consumer Research, 3 (1), 62-63.
    Salovey, P. & Mayer, J. D. (1990). Emotion intelligence. Imagination, Cognition and Personality, 9, 185-211.
    Sayeh, R., Schiff, I., Wurtman, J., Spiers, P., McDermott, J. & Wurtman, R. (1995). The effect of a carbohydrate-rich beverage on mood, appetite, and cognitive function in women with premenstrual syndrome. Obstetrics and Gynecology, 86, 522-528.
    Schwarz, N. & Clore, G. L. (1983). Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states. Journal of Personality and Social Psychology, 45 (3), 513-523.
    Stafford, M. R., Stafford, T. F. & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31, 17-36.
    Stern, B. B. (1993). Feminist literary criticism and the deconstruction of ads: A postmodern view of advertising and consumer responses. Journal of Consumer Research, 19, 556-566.
    Tice, D. M., Bratslavsky, E. & Baumeister, R. F. (2001). Emotional distress regulation takes precedence over impulse control: If you feel bad, do it. Journal of Personality and Social Psychology, 80 (January), 53-67.
    Voss, K. E., Spangenberg, E. R. & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320.
    Watson, D. (1988). Intraindividual and interindividual analyses of positive and negative affect: Their relation to health complaints, perceived stress, and daily activities. Journal of Personality and Social Psychology, 54, 1020-1030.
    Watson, D. & L. Clark (1988). Development and validation of brief measures of positive and negative affect: The PANAS scales. Journal of Personality and Social Psychology, 54, 1063-1070.
    Woods, W. A. (1960). Psychological dimensions of consumer decision. Journal of Marketing, 24 (1), 15-19.
    Woodruffe, H. R. (1997). Compensatory consumption: Why women go shopping when they’re fed up and other stories. Marketing Intelligence & Planning, 15 (7), 325-334.
    Zillmann, D. (1988). Mood management through communication choices. American Behavioral Scientist, 31 (3), 327-340
    網站部分
    E-ICP 2001、2003、2004、2006、2007年行銷資料庫。
    Yahoo!奇摩(2003年9月04日)。〈Yahoo!奇摩首次公佈網路零食消費行為大調查 飆網吃零食 電腦狂人與零食美女 男女觀念大不同!〉。上網日期:2003年9月04日,取自:tw.promo.yahoo.com/aboutcompany/2003news/20030904/index.htm
    林正安(2005年7月26日)。〈行銷挑戰刻板印象〉,《iSurvey行銷週報》。上網日期:2005年7月26日,取自:www.isurvey.com.tw
    媒體識讀教育月刊,第18期。〈電視節目類型 國人最愛看新聞〉,《媒體識讀教育月刊》。上網日期:2007年11月,取自:http://www.tvcr.org.tw/epaper1.php
    Description: 碩士
    國立政治大學
    廣告研究所
    95452009
    97
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095452009
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

    Files in This Item:

    File Description SizeFormat
    200901.pdf245KbAdobe PDF21574View/Open
    200902.pdf211KbAdobe PDF21545View/Open
    200903.pdf117KbAdobe PDF21759View/Open
    200904.pdf370KbAdobe PDF21811View/Open
    200905.pdf376KbAdobe PDF24151View/Open
    200906.pdf437KbAdobe PDF24551View/Open
    200907.pdf300KbAdobe PDF22070View/Open
    200908.pdf462KbAdobe PDF22406View/Open
    200909.pdf459KbAdobe PDF22502View/Open
    200910.pdf300KbAdobe PDF21897View/Open
    200911.pdf316KbAdobe PDF21985View/Open
    200912.pdf1765KbAdobe PDF21668View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback