Responsive image
博碩士論文 etd-0325113-134744 詳細資訊
Title page for etd-0325113-134744
論文名稱
Title
感染者身材尺寸引發之觸摸感染效果:探討知覺者之觸摸需求與食品類型之影響
Food Contagion Caused by Source's Body Size:Influences of Perceiver's Need for Touch and Type of Food
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
108
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2012-07-26
繳交日期
Date of Submission
2013-03-25
關鍵字
Keywords
罪惡的食品、美德的食品、食品類型、觸摸需求、感染理論、感染源身材尺寸
type of food, vice, virtue, need for touch, contagion effect, contagion source’s body size
統計
Statistics
本論文已被瀏覽 5757 次,被下載 237
The thesis/dissertation has been browsed 5757 times, has been downloaded 237 times.
中文摘要
零售環境中,人們不喜歡購買被別人觸摸過的產品,但自 己卻喜歡在購物時藉由觸摸產品來了解產品訊息,或者只因為好玩、有趣而觸摸產品。由於觀察到消費者此種矛盾的現象,因而誘發本研究探討觸摸感染源和看到觸摸感染之消費者個人差異在不同零售環境下的影響作用。
本研究以實驗設計法進行,操弄觸摸感染源差異(纖細者 vs.適中者 vs.無感染源)、觸摸需求程度(高vs.低)與食品類型(美德的vs.罪惡的),形成3×2×2三因子設計,透過圖文操弄情境建立六種不同的實驗情境,觀察受訪者在不同情況下對食品的態度與購買意圖並另外探討在有觸摸感染源的情況下,觸摸感染源身材尺寸(纖細者 vs.適中者)、觸摸需求程度(高vs.低)與食品類型(美德的vs.罪惡的)之交互作用。
研究結果顯示,纖細的感染源相較於適中感染源,較能降低觸摸感染的負面影響。而高觸摸需求者比低觸摸需求者,較能接受食品被其他人觸摸。而受訪者在高觸摸需求時,面對纖細感染者觸摸美德的食品將能引發正向的觸摸感染效果。根據以上結果,食品零售業者在甄選門市人員時,若能甄選身材纖細者,將有助於降低門市人員引發的負面觸摸感染。
Abstract
In retail environments, people don’t like to buy a product which is touched by someone else. However consumers enjoy touching products to receive product information or to just have fun, Based on the observation of these conflicts, this research attempts to examine how contagion source and consumer individual differences influence product evaluation in different retailing environments.
The present study uses experimental design to investigate the food evaluation of contagion source’s body size (slim vs. medium vs. no contagion source), need for touch (high vs. low) and type of food (vice vs. virtue) Thus, a 3x2x2 factorial design is conducted. This study manipulates six different scenarios to observe the attitudes toward the food and the purchase intentions. Besides, this study also compares the situations with contagion: contagion source’s body size (slim vs. medium), need for touch (high vs. low) and type of food (vice vs. virtue) to examine the interaction effects.
The results indicate that the negative contagion effect is lower after the person with a slim size touched the food than a person with a medium size touched it. Individuals with high need for touch are more likely to accept that food was touched by others than the counterparts with low need for touch. Respondents who are in high need for touch produce positive contagion effect after a slim person touched virtue food. Based on these findings, this study suggests that food retailers should recruit slim salespersons in retailing environments. The findings also provide some insights regarding how to reduce the negative contagion effects.
目次 Table of Contents
目錄
第一章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 4
第四節 研究目的與問題 5
第五節 研究架構與研究流程 6
第二章 文獻回顧 9
第一節 前言 9
第二節 觸摸感染效果(Contagion Effect) 9
第三節 正向與負向的觸摸感染效果 10
第四節 觸摸需求 13
(一) 實用性觸摸需求(Instrumental Need for Touch) 13
(二) 享樂性觸摸需求(Autotelic Need for Touch) 14
(三) 觸摸需求程度對消費者的影響 14
第五節 食品種類的分類-美德的(Virtue)與罪惡的(Vice) 15
第六節 小結 159
第三章 研究設計與方法 20
第一節 前言 20
第二節 研究架構與假設 20
第三節 變數的操作型定義與衡量 26
一、自變數 26
二、依變數 31
三、個人差異變數 32
第四節 研究設計 34
一、正式問卷題項設計 35
二、抽樣方法 36
第五節 小結 36
第四章 研究結果分析 37
第一節 前言 37
第二節 樣本背景資料分析 37
第三節 信度分析 37
第四節 研究設計之檢驗 38
一、食品熱量差異操弄確認 38
二、感染源身材尺寸操弄確認 38
三、六個操弄版本之實用性觸摸需求確認 39
四、六個操弄版本之享樂性觸摸需求確認 39
五、享樂性觸摸需求程度分組 40
六、享樂性觸摸需求量表因素分析 41
七、依變數量表因素分析 41
八、潛在共變數檢定 42
第五節 研究假設檢驗 42
一、以食品態度為依變數進行假設檢定 49
二、以購買意圖為依變數進行假設檢定 54
第六節 小結 59
第五章 結論與建議 61
第一節 前言 61
第二節 研究結果討論 61
第三節 研究貢獻 63
一、理論貢獻 63
二、實務貢獻 64
第四節 研究限制 65
第五節 未來研究與建議 66
第六節 小結 66
參考文獻 68
附錄 i

圖目錄
圖1-1 蘋果公司於實體店面提供產品於消費者觸摸試用 3
圖1-2 Mattle使用「按我體驗(Try Me Experience)」增加消費者購買意願 3
圖1-3 研究流程圖 8
圖3-1研究架構圖 26
圖3-2適中者與纖細者 27
圖3-3問卷設計-檢定罪惡的與美德的熱量差異 28
圖4-1觸摸感染源差異對食品態度的影響 51
圖4-2有觸摸感染源時,觸摸需求程度差異對食品態度的影響 53
圖4-3有觸摸感染源時,觸摸需求程度與觸摸感染源體型對食品態度影響 53
圖4-4觸摸感染源差異在不同食品類別下對低觸摸需求者購買意圖影響 58
圖4-5當觸摸感染源體型纖細、受試者為高度觸摸需求者且食品類別為美德時存在正向感染效果 59


表目錄
表2-1 過去在行銷領域中觸摸感染相關文獻整理 12
表2-2 低觸摸需求者與高觸摸需求者差異 15
表2-3 罪惡的與美德的食品相關研究 18
表3-1享樂性觸摸需求量表 29
表3-2實用性觸摸需求量表 29
表3-3體重內外控程度量表 29
表3-4體重內外控程度量表 33
表3-5飲食罪惡感量表 34
表4-1各量表信度分析整理 37
表4-2食品熱量評估結果 38
表4-3 觸摸感染源身材尺寸評估結果 39
表4-4情境版本對實用性觸摸需求影響 39
表4-5情境版本對享樂性觸摸需求影響 40
表4-6以中位數法區分享樂性觸摸需求高低 40
表4-7依變數題項因素分析結果 41
表4-8本研究各實驗情境版本之食品評價敘述性統計 43
表4-9觸摸感染源差異、食品類別及觸摸需求程度對食品評價影響
-複變異數分析 44
表4-10有觸摸感染源時,感染源差異、食品類別及觸摸需求程度對食品評 價影響-複變異數分析 45
表4-11觸摸感染源差異、食品類別與觸摸需求程度對食品評價之影響 46
表4-12有觸摸感染源時,感染源差異、食品類別及觸摸需求程度對食品評價的影響-多變量分析 48
表4-13觸摸感染源差異與觸摸需求程度對食品態度影響 50
表4-14感染源差異、食品類別及觸摸需求對食品態度影響 51
表4-15有觸摸感染源時,感染源差異、食品類別及觸摸需求對食品態度影響 52
表4-16觸摸感染源差異與觸摸需求程度對購買意圖影響 54
表4-17感染源差異、食品類別及觸摸需求對購買意圖影響單變量分析 55
表4-18有觸摸感染源時,感染源差異、食品類別及觸摸需求對購買意圖影響 56
表4-19研究整理發現 60

參考文獻 References
Appadurai, A. (1981). Gastro-Politics in Hindu South Asia. American Ethnologist, 8, 494-511.
Argo, J. J., Dahl, D. W., & Morales, A. C. (2006). Consumer Contamination: How Consumers React to Products Touched by Others. Journal of Marketing, 70(2), 81-94.
Argo, J. J., Dahl, D. W., & Morales, A. C. (2008). Positive Consumer Contagion: Responses to Attractive Others in a Retail Context. Journal of Marketing Research , 45(6), 690-701.
Belch, G. E., Belch, M. A., & Villarreal, A. (1987). Effects of Advertising Communications: Review of Research. Research in Marketing, Vol. 9, 59-117.
Chernev, A. (2011). Semantic Anchoring in Sequential Evaluations of Vices and Virtues. Journal of Consumer Research, 37(5), 761-774.
Chernev, A., & Gal, D. (2010). Categorization Effects in Value Judgments: Averaging Bias in Evaluating Combinations of Vices and Virtues. Journal of Marketing Research ,47(4), 738-747.
Conradt, M., Dierk, J.-M., Schlumberger, P., Rauh, E., Hebebrand, J., & Rief, W. (2007). Development of the Weight- and Body-Related Shame and Guilt Scale (WEB—SG) in a Nonclinical Sample of Obese Individuals. Journal of Personality Assessment, 88(3), 317-327.
Dhar, R., & Wertenbroch, K. (2000). Consumer Choice Between Hedonic and Utilitarian Goods. Journal of Marketing Research, 37(1), 60-71.
Dhar, R., & Wertenbroch, K. (2012). Self-Signaling and The Costs and Benefits of Temptation in Consumer Choice. Journal of Marketing Research, 49(1), 15-25.
Giddens, A. (1990). The Consequences of Modernity. Contemporary Sociological Theory, 2, 243-243.
Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
Johansson, R. S. (1978). Tactile Sensibility n the Human Hand: Receptive Field Characteristics of Mechanore Ceptive Units in the Glabrous Skin Area. Journal of Physiology, 281 (2),101–123.
Krishna, A., & Morrin, M. (2008). Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues. Journal of Consumer Research, 34(6), 807-818.
McFerran, B., Dahl, D. W., Fitzsimons, G. J., & Morales, A. C. (2010). I'll Have What She's Having: Effects of Social Influence and Body Type on the Food Choices of Others. Journal of Consumer Research, 36(6), 915-929.
McQuarrie, E. F., & Mick, D. G. (2009). A Laboratory Study of the Effect of Verbal Rhetoric versus Repetition When Consumers are Not Directed to Process Advertising. International Journal of Advertising, 28(2), 287-312.
Mishra, A., & Mishra, H. (2011). The Influence of Price Discount Versus Bonus Pack on the Preference for Virtue and Vice Foods. Journal of Marketing Research, 48(1), 196-206.
Mooy, S. C., & Robben, H. S. J. (2002). Managing Consumers’ Poduct Ealuations through Direct Product Experience. Journal of Product and Brand Management, 11(7), 432-446.
Morales, A. C., & Fitzsimons, G. J. (2007). Product Contagion: Changing Consumer Evaluations Through Physical Contact with “Disgusting” Products. Journal of Marketing Research, 44(2), 272-283.
Morwitz, V. G., & Schmittlein, D. (1992). Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy? Journal of Marketing Research, 29(4), 391-405.
Nemeroff, C., & Rozin, P. (1994). The Contagion Concept in Adult Thinking in the United States: Transmission of Germs and Interpersonal Influence. Ethos, 22, 158–186.
O’Reilly, L. (1984). The Relationship of Psychological and Situational Variables to Usage of a Second-order Marketing System. Academy of Marketing Science. Journal, 12(3), 53-76.
Peck, J., & Childers, T. L. (2003a). Individual Differences in Haptic Information Processing: The "Need for Touch" Scale. Journal of Consumer Research, 30(3), 430-442.
Peck, J., & Childers, T. L. (2003b). To Have and To Hold: The Influence of Haptic Information on Product Judgments. Journal of Marketing, 67(2), 35-48.
Peck, J., & Childers, T. L. (2006). If I Touch It I Have to Have It: Effects of Need for Touch on Impulse Purchasing, Journal of Business Research, 59(6), 765–769.
Peck, J., & Wiggins, J. (2006). It Just Feels Good: Customers' Affective Response to Touch and Its Influence on Persuasion. Journal of Marketing, 70(4), 56-69.
Percy, L., & Rossiter, J. R. (1992). Advertising Stimulus Effects: A Review. Journal of Current Issues & Research in Advertising, 14(1), 75-90.
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 135-146.
.Ramsey, R. P., & Deeter-Schmelz, D. R. (2008). An Assessment of the Pychometric Properties of the Style-of-processing Scale: How do we Measure Individuals' verbal/Visual Information-processing Preferences? Journal of Marketing Theory and Practice, 16(1), 41-55.
Rozin, P., Ashmore, M., & Markwith, M. (1996). Lay American Conceptions of Nutrition: Dose Insensitivity, Categorical Thinking, Contagion, and the Monotonic mind. Health Psychology, 15(6), 438-447.
Rozin, P., & Kalat, J. W. (1971). Specific Hungers and Poison Avoidance as Adaptive Specializations of Learning. Psychological review, 78(6), 459-486.
Rozin, P., Markwith, M., & McCauley, C. (1994). Sensitivity to Indirect Contacts with Other Persons: AIDS Aversion as a Composite of Aversion to Strangers, Infection, Moral Taint, and Misfortune. Journal of Abnormal Psychology, 103(3), 495-504.
Rozin, P., Millman, L., & Nemeroff, C. (1986). Operation of the Laws of Sympathetic Magic in Disgust and Other Domains. Journal of Personality and Social Psychology, 50(4), 703-712.
Rozin, P., & Nemeroff, C. (1990). The Laws of Sympathetic Magic. Cultural Psychology: Essays on Comparative Human Development, 28(10), 205-232.
Rozin, P., Nemeroff, C., Wane, M., & Sherrod, A. (1989). Operation of the Sympathetic Magical Law of Contagion in Interpersonal Attitudes among Americans. Bulletin of the Psychonomic Society. 27(4), 367-370.
Rozin, P., Millman, L., & Nemeroff, C. (1986). Operation of the Laws of Sympathetic Magic in Disgust and other Domains. Journal of Personality and Social Psychology, 50(4), 703-712.
Saltzer, E. B. (1982). The Weight Locus of Control (WLOC) Scale: a specific measure for obesity research. Journal of Personality Assessment, 46(6), 620-628.
Shiv, B, & Fedorikhin, A. (1999). Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research, 26(3), 278-292.
Strickland, B. R. (1978). Internal–xternal Expectancies and Health-related Behaviors. Journal of Consulting and Clinical Psychology, 46(6), 1192-1211.
Tomlinson, J. (1997). Internationalism, Globalization and Cultural Imperialism. Media and Cultural Regulation, 50(4), 117-162.
Vartanian, L. R. (2010). Disgust and Perceived Control in Attitudes toward Obese People. International Consumer Marketing, 34(8), 1302-1307.
Vieira, V. A. (2012). An Evaluation of the Need for Touch Scale and Its Relationship with Need for Cognition, Need for Input, and Consumer Response. Journal of International Consumer Marketing, 24(1-2), 57-78.
Wertenbroch, K. (1998). Consumption Self Control by Rationing Purchase Quantities of Virtue and Vice. Marketing Science, 17(4), 317-337.
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available


紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code