隨著線上訂餐平台(online ordering platform)模式的興起，平台使用率逐年增長， 更在 2023 年平台消費總金額創下近千億元的新高。由於消費者僅需透過行動裝置 上食品圖片的選擇與下單，便會在短時間內取得訂購的美味食物，同時，健康飲食 更是近年來消費者所追求的趨勢，因此，推敲食品熱量也成為消費者後續考量是否 購買的關鍵，上述因素不僅對消費者的食品消費行為產生諸多改變，並且也使業者 的食品行銷策略需有應對之調整。本研究以「距離代表安全」的概念隱喻及心理模 擬機制為核心，探究食品廣告中的食品圖片距離是否透過美味知覺的正向中介和 熱量預估的負向中介影響消費者的購買意願，並將食品類型(健康型 vs.享樂型)以 及決策情境(單獨 vs.共同消費)作為干擾變數，檢測如何影響美味知覺和熱量預估 的生成，討論其對於食品圖片距離效果的可能影響。
本研究採實驗法，共實施三個實驗，重要發現為:(1)食品圖片距離近(vs.遠)的 食品廣告，會產生較高的美味知覺及熱量預估;(2)食品圖片距離近的食品廣告會 透過美味知覺的正向中介影響購買意願，至於熱量預估的中介效果則不穩定，且方 向具有跨實驗間的差異;(3)當食品類型為健康型時，食品圖片距離近會提升美味 知覺、熱量預估;而當食品類型為享樂型時，食品圖片距離近僅提升美味知覺、購 買意願，但不影響熱量預估;(4)決策情境為共同消費時，食品圖片距離近可提升 美味知覺、熱量預估及購買意願;決策情境為單獨消費時，食品圖片距離則不影響 美味知覺、熱量預估及購買意願。
本研究為首篇以食品圖片結合空間相關的概念隱喻之文章，研究結果除擴展 食品行銷有全新觀點的參考價值外，並增添對於食品廣告、食品圖片距離、概念隱 喻、心理模擬、熱量預估、美味知覺等跨領域研究具有理論貢獻，提供食品業者、 行銷業者、消費者在食品行銷與消費決策上相關實務建議與協助。

With the rise of the online ordering platforms, the utilization rate of the platforms is growing year by year. In 2023, the total spending by Taiwanese consumers on these platforms reached a record high of nearly 100 billion New Taiwan Dollars (NTD). Consumers only need to select and place orders from the food images on their mobile devices to get the delicious food they ordered in a short period of time. At the same time, healthy eating has become a trend that consumers pursue in recent years, and therefore, estimating calorie content of the food has become a key factor for consumers to consider whether or not to make a purchase.
Focused on the metaphorical association between “distance and safety”, and the mental simulation mechanism, this study explores whether the distance of food images in food advertisements influence consumers’ purchase intentions through the positive mediation of taste perception and the negative mediation of calorie estimations. This study also examines the moderating effect of the type of food (virtues vs. vices food) and the food decision episodes (single consumption vs. joint consumption), clarifying how these factors affect the formation of taste perception and calorie estimations and discussing their potential impact on the effects of food images proximity on purchase intentions.
This research used an experimental method and conducted three experiments. The important findings include the following. (1) Food advertisements with close (vs. distant) food images increased taste perception and calorie estimations. (2) Food advertisements with close (vs. distant) food images affected purchase intentions through the positive mediation of taste perception, but the mediation effect of calorie estimations was unstable and varied across experiments. (3) When the type of food was virtuous, using close food images increased taste perception and calorie estimations. When the type of food is vice, using close food images increased taste perception and purchase intentions but did not affect calorie estimations. (4) When the decision episodes was joint consumption, using close food images increased taste perception, calorie estimations, and purchase intentions. However, when the decision episodes was single consumption, using close food images did not affect taste perception, calorie estimations, and purchase intentions.
This study is the first to combine food images with spatial-related conceptual metaphors. The results not only provide a new perspective in food marketing but also offer theoretical contributions to interdisciplinary research on food advertising, food image proximity, conceptual metaphors, mental simulations, calorie estimation, and taste perception. These findings provide practical recommendations and assistance for food industry professionals, marketers, and consumers in food marketing and consumption decision-making.

目錄
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 vi
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 4
第三節 研究問題 11
第四節 研究目的 11
第二章 文獻回顧 12
第一節 食品行銷與相關研究 12
第二節 視覺線索與廣告產品圖像距離 20
第三節 概念隱喻 (Conceptual Metaphors) 23
第四節 心理模擬 (Mental Simulation) 33
第五節 熱量預估 (Calorie Estimation) 38
第六節 美味知覺 (Taste Perception) 51
第七節 食品類型 (Food Type) 58
第八節 決策情境 (Decision Episodes) 63
第三章 研究架構與假說推論 69
第一節 研究構架 69
第二節 研究假說 69
一、圖片距離對購買意願的主效果，及美味知覺與熱量預估的中介69
二、食品類型對圖片距離的干擾效果 72
三、決策情境對圖片距離的干擾效果 74
第四章 實驗一 78
第一節 研究方法 78
一、樣本與實驗設計 78
二、實驗刺激 78
三、前測一 79
四、前測二 84
五、實驗一程序 88
第五章 實驗二 100
第一節 研究方法 100
一、樣本與實驗設計 100
二、實驗刺激 101
三、實驗二程序 101
第六章 實驗三 121
第一節 研究方法 121
一、樣本與實驗設計 121
二、實驗刺激 122
三、前測三 122
四、實驗三程序 125
第七章 結論與建議 143
第一節 研究發現 143
第二節 研究意涵 148
一、理論意涵 148
二、實務意涵 156
第三節 研究限制與未來研究方向 160
參考文獻 166
附錄 209
附錄一:前測一問卷 209
附錄二:前測二問卷 215
附錄三:實驗一問卷 219
附錄四:實驗二問卷 223
附錄五:前測三問卷 228
附錄六:實驗三問卷 230

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