健康飲食已是現今生活型態主流，消費者在購買前習慣檢視包裝上的營養標籤，也容易因口感經驗、包裝上的產品圖片和文字敘述內容左右消費決策。口感經驗常是衡量食品熱量的第一印象，更是影響後續是否再消費的重要感官因素，不過以往口感經驗(軟嫩vs.硬脆)如何影響熱量預估的研究並不多見，且現場實際試吃的行銷模式亦有其使用上的限制，故本研究旨在探討當食品口感經驗轉化為文字描述後，將如何影響後續消費者食品熱量預估，並將食品健康訴求、消費者瘦身意圖、食品圖片拍攝視角作為上述影響過程之干擾變數，並檢測不同拍攝視角下食品圖片對消費者產生的直接影響效果。
本研究共執行三個實驗，具有以下重要發現：(1)將食品口感轉為文字描述後可透過經驗連結的心理作用，使消費者對軟嫩(vs.硬脆)口感產生較高熱量預估，此一作用乃透過知覺油膩所中介，且上述效果可發生於既有印象軟、硬、軟硬兼具的食品；(2)低脂(vs.無標示)訴求會減弱口感文字描述的熱量預估效果；(3)高(vs.低)瘦身意圖者會強化口感文字描述的熱量預估效果；(4)三種食品拍攝視角(俯視、平視和仰視)相較下，仰視呈現會提升食品的氣勢和份量知覺，俯視可提升食品的知覺奢華感、購買意願；平視的熱量預估效果則最低；(5)仰視(vs.平視和俯視)會強化軟嫩口感文字描述的熱量預估效果；(6)當消費者抱持享樂性食品消費目標時，軟嫩口感文字描述可提升熱量預估和購買意願；反之，當消費者抱持健康性食品消費目標時，軟嫩口感文字描述雖可提升熱量預估，但並不影響購買意願。
本研究結果除增添食品消費研究成果的累積，對於經驗連結、圖像基模、解釋水平理論等相關研究具理論貢獻外，並可提供食品製造商、行銷人員和消費者做食品消費決策時的實質建議和幫助。

Eating healthy has become the mainstream lifestyle today. Besides reading nutrition-related messages on food packages, consumers often make food consumption decisions on the basis of oral haptic (mouthfeel) experiences, images of food, and text descriptions in advertisements. Oral haptics are often the first impression in food evaluation. Additionally, oral haptics are the most direct and important sensory experience that affects whether the consumer continues to consume the food. However, there has not been much research that examines how the oral haptics (soft vs. hard) of foods affect consumers’ calorie estimations and consumption intentions. Considering the application limitations of food trials, this study converts the actually-experienced oral haptics into pure text descriptions and examines how textual descriptions of oral haptics affect consumers’ calorie estimations The study also analyzes the possible moderation of food health claims, consumers’ weight-loss intentions, and the camera angle of foods pictured in the advertisements. The direct impact of camera angles on food perception is also examined.
This research conducted three experiments and found that: (1) through the mental association mechanism, textual descriptions of soft (vs. hard) oral haptics can make consumers have higher calorie estimations regardless of the food impression being soft, hard, or both hard and soft; this process is mediated by orosensory perception; (2) low-fat health claims (vs. unmarked) weakens the effect of oral-haptic descriptions on calorie estimations; (3) consumers’ high (vs. low) weight-loss intentions strengthens the effect of oral-haptic descriptions on calorie estimations; (4) among the three camera angles (upward, eye-level, and downward shots), the upward camera angle increases food’s perceived potency and weight, the downward camera angle triggers a perception of a food as more luxurious and improves purchase intentions, and the eye-level camera angle results in the lowest calorie estimations; (5) the upward camera angle (vs. eye-level and downward) strengthens the effect of oral-haptic despritions on calorie estimations; (6) when consumers have a hedonic goal of food consumption, soft (vs. hard) oral-haptic descriptions leads to higher calorie estimations and purchase intentions; however, when consumers have a health goal of food consumption, soft (vs. hard) oral-haptic descriptions increases calorie estimates, but does not affect purchase intentions.
The research results provide theoretical implications on food consumption research, association theories, image schema theory, and construal level theory. Considering consumer welfare and corporate profitability, this study also provides suggestions for food manufacturers, marketers, and consumers.

論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
圖 次 viii
表 次 ix
第一章、緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題 9
第四節 研究目的 10
第五節 研究流程 11
第二章、文獻探討 12
第一節 評估熱量因素 12
第二節 口感熱量預估 17
第三節 健康訴求 19
第四節 瘦身意圖 21
第五節 解釋水平理論 24
第六節 圖像基模理論 30
第三章、研究架構與假說推論 35
第一節 研究構架 35
第二節 研究假設 36
第四章、實驗一 42
第一節 研究方法 42
第二節 分析結果 57
第五章、實驗二 68
第一節 研究方法 68
第二節 分析結果 70
第六章、實驗三 88
第一節 研究方法 88
第二節 分析結果 95
第七章、結論與建議 131
第一節 主要研究發現 131
第二節 理論意涵 135
第三節 實務意涵 140
第四節 研究限制和未來研究方向 144
參考文獻 148
附錄一 前測一、二、三問卷 166
附錄二 實驗一、二、三問卷 192

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