飲食決策是日常生活必不可少的行為，在尚未品嚐食物前，人們傾向透過餐點圖片上的視覺刺激與資訊來判斷食物美味與否，因此視覺線索成為消費者決策的關鍵角色。雖然業者在設計食物圖片時，常運用「食物溫度線索」，但在學術上卻仍被忽略其作用，本研究便聚焦於此，以熱食、冷食的相應食物溫度線索存在與否為主軸，檢測其對於感知美味度的影響，並檢視圖片視覺意象和相機拍攝視角之干擾作用，以及感知美味度會如何影響到下游消費行為。
本研究共執行兩個實驗，並有以下重要發現：(1) 對於熱食來說，有溫度線索會提升感知美味度，並進而增加購買意願與願付價格；但對於冷食來說，有無溫度線索不影響感知美味度、(2) 動態 (vs. 靜態) 意象會減弱熱食相應溫度線索對感知美味度的正向影響、(3) 圖片使用用餐視角 (vs. 垂直俯視) 拍攝會強化熱食相應溫度線索對感知美味度的正向影響、(4) 對於下游消費行為來說，冷熱食物的感知美味度穩定增加購買意願、願付價格、(5) 熱食之「溫度線索→感知美味度→下游消費行為」關係，僅發生於靜態意象圖片、用餐者視角拍攝的圖片之情境。
本研究結果在理論方面對於常民理論、食物溫度線索、圖片視覺意象、相機拍攝視角、過程模擬與拍攝視角熟悉度等具有貢獻外，同時，在實務方面，也能提供食品相關業者關於餐點圖片視覺設計與拍攝技巧的建議，以有效改變消費者感知、帶來有利的行銷效益；對於消費者來說，幫助其釐清視覺線索造成的直覺偏誤，使其能更理性地消費；最後，也能提醒非食品領域業者關切圖片視覺意象與拍攝視角的可能意涵與作用。

Dietary decision-making is an essential daily behavior. Before tasting, people tend to evaluate food tastiness based on visual stimuli and information presented on food pictures. Therefore, visual cues play a key role in consumer decision-making. Although "food temperature cues" are commonly used by practitioners of food industry to design food pictures, the impact is ignored by academia. This study focuses on the presence or absence of corresponding food temperature cues of hot and cold foods and examines their influence on perceived tastiness. The study also explores the moderating effect of visual imagery and camera angle of food pictures and how perceived tastiness affects downstream consumer behavior.
Two experiments were conducted in this study, and the followings are important findings: (1) For hot foods, the presence of temperature cues enhances perceived tastiness and subsequently increases purchase intention and willingness to pay. However, for cold foods, the presence or absence of temperature cues does not affect perceived tastiness. (2) Dynamic imagery (vs. static imagery) weakens the positive impact of temperature cues on perceived tastiness for hot foods. (3) Taking food pictures from a dining perspective (vs. a top perspective) strengthens the positive impact of temperature cues on perceived tastiness for hot foods. (4) Perceived tastiness of both hot and cold foods consistently increases purchase intention and willingness to pay. (5) The "temperature cues → perceived tastiness → downstream consumer behavior" relationship for hot foods only occurs when the imagery is static and pictures taken from a dining perspective.
The results of this study not only provide deeper understandings to lay theories, food temperature cues, visual imagery, camera angle, mental simulation, and familiarity of camera angle, but also provide food industry some practical suggestions on visual design of food pictures and photography skills to change consumer perception in order to bring more marketing benefits; for consumers, this study can help them to clarify their intuitive bias caused by visual cues so that they can make decision more rationally; finally, it can also remind non-food industry about the potential meaning and role of picture visual imagery and camera angle of view.

目錄
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 vi
圖目錄 viii
表目錄 ix
第壹章、 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 8
第四節、 研究目的 9
第五節、 鎖定特定平台：美食外送平台 9
第六節、 研究流程 10
第貳章、 文獻回顧 12
第一節、 影響感知美味度的因素 12
第二節、 食物溫度（Food Temperature） 17
第三節、 動態意象（Dynamic Imagery） 20
第四節、 相機拍攝角度（Camera Angle） 25
第參章、 研究架構與假說推論 30
第一節、 研究架構 30
第二節、 研究假說 30
第肆章、 研究方法 37
第一節、 實驗概述 37
第伍章、 實驗一 66
第一節、 實驗一研究方法 66
第二節、 實驗一結果分析 72
第陸章、 實驗二 99
第一節、 實驗二研究方法 99
第二節、 實驗二結果分析 105
第柒章、 結論與建議 130
第一節、 研究發現 130
第二節、 研究意涵 135
第三節、 研究限制與未來研究方向 147
參考文獻 151
第一節、 中文文獻 151
第二節、 英文文獻 151
附錄 159
附錄一：前測一－餐點食用經驗與評估 159
附錄二：前測二－餐點食用經驗與評估 167
附錄三：實驗一－餐點食用經驗與評估 174
附錄四：實驗二－餐點食用經驗與評估 183

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