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    题名: 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
    作者: 陳祐嘉
    Chen, Yu Chia
    贡献者: 張卿卿
    Chingching Chang
    陳祐嘉
    Chen, Yu Chia
    关键词: 心情修復
    零食
    mood repair
    snack
    日期: 2008
    上传时间: 2009-09-18 19:43:11 (UTC+8)
    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。
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    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
    描述: 碩士
    國立政治大學
    廣告研究所
    95452009
    97
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0095452009
    数据类型: thesis
    显示于类别:[廣告學系] 學位論文

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