在數位飲食消費日益普及的趨勢下，外送平台已成為消費者日常飲食的主要選擇之一，面對餐飲產業日益競爭環境，企業除須兼顧餐點品質、服務體驗及實際場域經營，也需強化數位上行銷策略。在外送平台快速決策的情境中，食品圖片成為消費者決策過程中的重要線索，其中，「餐具介入」構圖為產業界常見手法，但在不同情境下對消費者心理與行為作用機制，仍有深入探討的空間。

本研究以心理模擬理論與解釋水平理論為基礎，探討餐具介入與背景設計對消費者購買意願與願付價格之影響，並納入感知食物品質作為中介變項，以食品類型（享樂vs.健康）與情緒（悲傷vs.中性）作為調節變數，進一步分析視覺線索在不同情境下的心理與行為效果。

本研究採用實驗法進行三項實驗。實驗一為單因子受測者間設計（食品完整呈現無背景vs.食品完整呈現有背景vs.餐具介入有背景），結果顯示，具餐具介入與情境背景的圖片能顯著提升購買意願，且透過感知食物品質產生中介效果，但對願付價格無影響。實驗二比較三情境（A & B餐點皆無餐具介入vs. B餐點具餐具介入vs. A餐點具餐具介入），結果支持實驗一，餐具介入能提升餐點的吸引力。實驗三為2（圖片呈現：餐具介入vs.食品完整呈現）x2（食品類型：享樂vs.健康）x2（情緒：悲傷vs.中性）之三因子設計，發現雖交互作用未顯著，但在悲傷情緒與享樂型食物下，餐具介入圖片能提升消費者對食物品質的感知，並進一步影響願付價格，顯示在特定情境下，視覺構圖有不同影響。本研究的發現為數位餐飲圖像設計與行銷策略提供具體實務建議。

With the rapid growth of digital food consumption, food delivery platforms have become a common choice for consumers’ daily dining. Under the quick decision-making context of food delivery, food images serve as critical cues in consumer decision-making. Among these, "Utensils Cues" food pictures has emerged as a general visual composition in industry practice. However, their psychological and behavioral effects under different conditions warrant further investigation.

This study investigates how utensils cues and background context in food imagery influence consumers’ purchase intention and willingness to pay, based on Mental Simulation Theory and Construal Level Theory(CLT). Perceived food quality is introduced as a mediating variable, while food type (Hedonic vs. Healthy) and emotional state (Sad vs. Neutral) are examined as moderators to further analyze the psychological and behavioral effects of visual cues under different conditions.

Three experiments were conducted using experimental methods. Study 1 employed a single-factor between-subjects design (complete food image without background vs. complete food image with background vs. utensils cues with background). The results indicated that food images with both utensils cues and contextual background significantly enhanced purchase intention, with perceived food quality playing a mediating role. However, the effect on willingness to pay was not significant. Study 2 compared three scenarios (both dishes without utensil cues vs. dish B with utensil cues vs. dish A with utensil cues) and supported the findings of Experiment 1, showing that utensil cues enhance the attractiveness of dishes. Study 3 adopted a 2 (Image type: Utensils Cues vs. No Utensils Cues) × 2 (Food Type: Hedonic vs. Healthy) × 2 (Emotion: Sad vs. Neutral) factorial design. Although no significant three-way interaction was found, the results showed that under sad emotional states and hedonic food conditions, utensil interaction images improved perceived food quality and further influenced willingness to pay, suggesting that visual composition may have differentiated effects under specific emotional and product contexts. This study provides suggestions for image design and digital marketing practices in the restaurant industry.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究動機 6
第三節 研究問題 7
第四節 研究目的 8
第五節 研究流程 8
第二章 文獻探討 10
第一節 餐具介入視覺線索 10
第二節 心理模擬理論 12
第三節 感知食物品質 16
第四節 解釋水平理論 18
第五節 購買意願 20
第六節 願付價格 22
第三章 研究架構與假說推論 23
第一節 研究架構 23
第二節 研究假說 23
第四章 實驗一 29
第一節 研究方法 29
第二節 實驗一研究結果分析 36
第三節 討論 43
第五章 實驗二 45
第一節 研究方法 45
第二節 實驗二研究結果分析 46
第三節 討論 49
第六章 實驗三 50
第一節 研究方法 50
第二節 實驗三研究結果分析 55
第三節 討論 73
第七章 研究結論與意涵 75
第一節 研究結論 76
第二節 理論意涵 78
第三節 實務意涵 79
第四節 研究限制與未來方向 80
參考文獻 82
附錄 94
附錄一：前測（實驗操弄食品調查） 94
附錄二：實驗一問卷 97
附錄三：實驗二問卷 100
附錄四：實驗三問卷 103

未來流通研究所（2020）。一張圖看懂2020台灣「餐飲外送平台」產業版圖。取自：https://www.mirai.com.tw/2020-taiwan-food-delivery-industry-competition-map/
周軒逸、邱育佳（2019年03月）。吃硬不吃軟：食品口感文字描述對熱量預估之影響。管理學報，36(1), 53-82。（TSSCI）
食力 foodNEXT（2025）。2025年外送王出爐！Uber Eats常用率破60%緊咬foodpanda、4大平台排名一次看。取自：https://www.foodnext.net/news/industry/paper/6091062221
資策會產業情報研究所（2025）。外送大調查。取自：https://mic.iii.org.tw/news.aspx?id=706
劉宜芬. (2012). 廣告對產品線外溢效果之影響: 廣告策略, 品牌聯想與屬性呈現之角色. 管理學報, 29(6), 539-557.
Acebrón, L. B., & Dopico, D. C. (2000). The importance of intrinsic and extrinsic cues to expected and experienced quality: An empirical application for beef. Food quality and preference, 11(3), 229-238.
Amit, E., Algom, D., & Trope, Y. (2009). Distance-dependent processing of pictures and words. Journal of Experimental Psychology: General, 138(3), 400.
Anselmsson, J., Vestman Bondesson, N., & Johansson, U. (2014). Brand image and customers' willingness to pay a price premium for food brands. Journal of Product & Brand Management, 23(2), 90-102.
Ares, G., & Deliza, R. (2010). Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis. Food quality and preference, 21(8), 930-937.
Beukeboom, C. J., & Semin, G. R. (2006). How mood turns on language. Journal of experimental social psychology, 42(5), 553-566.
Bufquin, D., Park, J. Y., Back, R. M., Nutta, M. W., & Zhang, T. (2020). Effects of hotel website photographs and length of textual descriptions on viewers’ emotions and behavioral intentions. International Journal of Hospitality Management, 87, 102378.
Cai, R., & Chi, C. G. Q. (2021). Pictures vs. reality: roles of disconfirmation magnitude, disconfirmation sensitivity, and branding. International Journal of Hospitality Management, 98, 103040.
Capelli, S., & Thomas, F. (2021). To look tasty, let's show the ingredients! Effects of ingredient images on implicit tasty–healthy associations for packaged products. Journal of Retailing and Consumer Services, 61, 102061.
Chen, H. S., Liang, C. H., Liao, S. Y., & Kuo, H. Y. (2020). Consumer attitudes and purchase intentions toward food delivery platform services. Sustainability, 12(23), 10177.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511-535.
Chiu, C. M., Hsu, M. H., & Wang, E. T. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision support systems, 42(3), 1872-1888.
Cho, M., Bonn, M. A., & Li, J. J. (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. International Journal of Hospitality Management, 77, 108-116.
Cian, L., Longoni, C., & Krishna, A. (2020). Advertising a desired change: When process simulation fosters (vs. hinders) credibility and persuasion. Journal of Marketing Research, 57(3), 489-508.
Cornil, Y., & Chandon, P. (2016). Pleasure as a substitute for size: How multisensory imagery can make people happier with smaller food portions. Journal of Marketing Research, 53(5), 847-864.
Dhar, R., & Kim, E. Y. (2007). Seeing the forest or the trees: Implications of construal level theory for consumer choice. Journal of Consumer Psychology, 17(2), 96-100.
Du, Y., & Wang, X. (2024). Dynamic or static? The effect of food imagery on menus on perceived food energy and purchase intention. Journal of Retailing and Consumer Services, 81, 104042.
Elder, R. S., & Krishna, A. (2012). The “visual depiction effect” in advertising: Facilitating embodied mental simulation through product orientation. Journal of Consumer Research, 38(6), 988-1003.
Escalas, J. E. (2004). Imagine yourself in the product: Mental simulation, narrative transportation, and persuasion. Journal of advertising, 33(2), 37-48.
Escalas, J. E., & Luce, M. F. (2003). Process versus outcome thought focus and advertising. Journal of Consumer Psychology, 13(3), 246-254.
Forgas, J. P. (1995). Mood and judgment: the affect infusion model (AIM). Psychological bulletin, 117(1), 39.
Förster, J., Liberman, N., & Friedman, R. S. (2007). Seven principles of goal activation: A systematic approach to distinguishing goal priming from priming of non-goal constructs. Personality and social psychology review, 11(3), 211-233.
Gardner, M. P., Wansink, B., Kim, J., & Park, S. B. (2014). Better moods for better eating?: How mood influences food choice. Journal of Consumer Psychology, 24(3), 320-335.
Gerten, J., & Topolinski, S. (2019). Shades of surprise: Assessing surprise as a function of degree of deviance and expectation constraints. Cognition, 192, 103986.
Glenberg, A. M., & Kaschak, M. P. (2002). Grounding language in action. Psychonomic bulletin & review, 9(3), 558-565.
Grand View Research (2025). Online Food Delivery Market Report. Retrieved from https://www.grandviewresearch.com/industry-analysis/online-food-delivery-market-report/methodology
Gunden, N., Morosan, C., & DeFranco, A. (2021). Are online food delivery systems persuasive? The impact of pictures and calorie information on consumer behavior. Journal of Hospitality and Tourism Insights, 4(4), 457-472.
Hang, T., Desebrock, C., Okajima, K., & Spence, C. (2024). ‘Hot stuff’: Making food more desirable with animated temperature cues. Food Quality and Preference, 120, 105233.
Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of business research, 62(1), 5-13.
Hayes, A. F. (2022). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. (3rd.). New York, NY: The Guilford Press.
Henderson, M. D., Fujita, K., Trope, Y., & Liberman, N. (2006). Transcending the" here": the effect of spatial distance on social judgment. Journal of personality and social psychology, 91(5), 845.
Hirschman, E. C. (1984). Experience seeking: a subjectivist perspective of consumption. Journal of Business research, 12(1), 115-136.
Hou, Y., Yang, W., & Sun, Y. (2017). Do pictures help? The effects of pictures and food names on menu evaluations. International Journal of Hospitality Management, 60, 94-103.
Internet Retailer. (2019). Top 500 E-Retailers. Vertical Web Media LLC, Chicago, IL.
Jacobs, A. B. (2017). Impact of photo angle on food perceptions and evaluation.
Jeong, E., & Jang, S. S. (2016). Imagine yourself being healthy: The mental simulation effect of advertisements on healthy menu promotion. International Journal of Hospitality Management, 53, 81-93.
Kim, H. J., Park, J., Kim, M. J., & Ryu, K. (2013). Does perceived restaurant food healthiness matter? Its influence on value, satisfaction and revisit intentions in restaurant operations in South Korea. International Journal of Hospitality Management, 33, 397-405.
Kim, K., Lee, S., & Choi, Y. K. (2019). Image proximity in advertising appeals: Spatial distance and product types. Journal of Business Research, 99, 490-497.
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103-110.
Krishna, A., Morrin, M., & Sayin, E. (2014). Smellizing cookies and salivating: A focus on olfactory imagery. Journal of Consumer Research, 41(1), 18-34.
Kumar, S., & Shah, A. (2021). Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions. Journal of Retailing and Consumer Services, 62, 102595.
Labroo, A. A., & Patrick, V. M. (2009). Psychological distancing: Why happiness helps you see the big picture. Journal of Consumer Research, 35(5), 800-809.
Lee, K. Y. (2012). Consumer processing of virtual experience in e-commerce: A test of an integrated framework. Computers in Human Behavior, 28(6), 2134-2142.
Li, S., & Liu, P. (2022). Will “moving” food tastes better? Effect of dynamic food image in print advertising on food taste perception. Journal of Sensory Studies, 37(1), e12719.
Li, Y. W., & Wan, L. C. (2025). Inspiring tourists’ imagination: How and when human presence in photographs enhances travel mental simulation and destination attractiveness. Tourism Management, 106, 104969.
Liang, P., Roy, S., Chen, M. L., & Zhang, G. H. (2013). Visual influence of shapes and semantic familiarity on human sweet sensitivity. Behavioural Brain Research, 253, 42-47.
Liberman, N., & Trope, Y. (1998). The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory. Journal of personality and social psychology, 75(1), 5.
Liberman, N., Sagristano, M. D., & Trope, Y. (2002). The effect of temporal distance on level of mental construal. Journal of experimental social psychology, 38(6), 523-534.
Liu, H., Feng, S., & Hu, X. S. (2022). Process vs. outcome: Effects of food photo types in online restaurant reviews on consumers’ purchase intention. International journal of hospitality management, 102, 103179.
Malik, S., Sayin, E., & Jain, K. (2022). The “proximal depiction effect” of indulgent (versus non-indulgent) foods on consumer responses. European Journal of Marketing, 56(11), 2833–2861.
Meersseman, E., Geuens, M., & Vermeir, I. (2021). Take a bite! The effect of bitten food in pictures on product attitudes, purchase intentions, and willingness to pay. Foods, 10(9), 2096.
Meersseman, E., Geuens, M., & Vermeir, I. (2023). What a mess! The effect of messiness in food pictures on unhealthy food choices. Food Quality and Preference, 109, 104926.
Meersseman, E., Vermeir, I., & Geuens, M. (2021). The effect of perspectives in food pictures on unhealthy food choices. Food Quality and Preference, 89, 104140.
Miller, D., & Stoica, M. (2004). Comparing the effects of a photograph versus artistic renditions of a beach scene in a direct-response print ad for a Caribbean resort island: A mental imagery perspective. Journal of Vacation Marketing, 10(1), 11–21.
Muñoz-Vilches, N. C., van Trijp, H. C., & Piqueras-Fiszman, B. (2020). Tell me what you imagine and I will tell you what you want: The effects of mental simulation on desire and food choice. Food Quality and Preference, 83, 103892.
Muñoz-Vilches, N. C., van Trijp, H. C., & Piqueras-Fiszman, B. (2019). The impact of instructed mental simulation on wanting and choice between vice and virtue food products. Food Quality and Preference, 73, 182-191.
Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of hospitality & tourism research, 31(3), 387-409.
Overmars, S., & Poels, K. (2015). How product representation shapes virtual experiences and re-patronage intentions: the role of mental imagery processing and experiential value. The International Review of Retail, Distribution and Consumer Research, 25(3), 236-259.
Palcu, J., Haasova, S., & Florack, A. (2019). Advertising models in the act of eating: How the depiction of different eating phases affects consumption desire and behavior. Appetite, 139, 59-66.
Patil, R. K., & Szocs, C. (2024). Effects of bitten food images in marketing communications. Appetite, 200, 107566.
Phillips, D. M. (1996). Anticipating the Future: The Role of Consumption Visions in Consumer Behavior. Advances in consumer research, 23(1).
Piqueras-Fiszman, B., & Spence, C. (2015). Sensory expectations based on product-extrinsic food cues: An interdisciplinary review of the empirical evidence and theoretical accounts. Food quality and preference, 40, 165-179.
Piqueras-Fiszman, B., Alcaide, J., Roura, E., & Spence, C. (2012). Is it the plate or is it the food? Assessing the influence of the color (black or white) and shape of the plate on the perception of the food placed on it. Food quality and preference, 24(1), 205-208.
Podoshen, J. S., & Andrzejewski, S. A. (2012). An examination of the relationships between materialism, conspicuous consumption, impulse buying, and brand loyalty. Journal of Marketing Theory and Practice, 20(3), 319-334.
Poor, M., Duhachek, A., & Krishnan, H. S. (2013). How images of other consumers influence subsequent taste perceptions. Journal of Marketing, 77(6), 124-139.
Raghunathan, R., Naylor, R. W., & Hoyer, W. D. (2006). The unhealthy= tasty intuition and its effects on taste inferences, enjoyment, and choice of food products. Journal of Marketing, 70(4), 170-184.
Rodriguez, o. E. S., masuko, s., & yamanaka, t. (2022). The impression of deliciousness through food photography-A photographer’s approach to test the commonly manipulated factors and the interactions on the food image creation process. International Journal of Affective Engineering, 21(1), 67-76.
Schmeichel, B. J., & Vohs, K. D. (2009). Self-affirmation and sel-control. Affirming core values counteracts ego depletion. Journal of Personality and Social Psychology, 96, 770–782.
Scott, L. M. (1994). Images in advertising: The need for a theory of visual rhetoric. Journal of consumer research, 21(2), 252-273.
Shankar, M. U., Levitan, C. A., & Spence, C. (2010). Grape expectations: The role of cognitive influences in color–flavor interactions. Consciousness and cognition, 19(1), 380-390.
Sharma, R., Dhir, A., Talwar, S., & Kaur, P. (2021). Over-ordering and food waste: The use of food delivery apps during a pandemic. International Journal of Hospitality Management, 96, 102977.
Shen, H., & Sengupta, J. (2012). If you can't grab it, it won't grab you: The effect of restricting the dominant hand on target evaluations. Journal of Experimental Social Psychology, 48(2), 525-529.
Spence, C., & Gallace, A. (2011). Multisensory design: Reaching out to touch the consumer. Psychology & Marketing, 28(3), 267-308.
Spence, C., & Van Doorn, G. (2022). Visual communication via the design of food and beverage packaging. Cognitive Research: Principles and Implications, 7(1), 42.
Spence, C., Motoki, K., & Petit, O. (2022). Factors influencing the visual deliciousness/eye-appeal of food. Food Quality and Preference, 102, 104672.
Spence, C., Okajima, K., Cheok, A. D., Petit, O., & Michel, C. (2016). Eating with our eyes: From visual hunger to digital satiation. Brain and cognition, 110, 53-63.
Steenkamp, J. B. E. (1986). Perceived quality of food products and its relationship to consumer preferences: Theory and measurement 1. Journal of Food Quality, 9(6), 373-373.
Sulek, J. M., & Hensley, R. L. (2004). The relative importance of food, atmosphere, and fairness of wait: The case of a full-service restaurant. Cornell hotel and restaurant administration quarterly, 45(3), 235-247.
Tavitiyaman, P., Tsang, W. S. L., & Lo, S. K. J. (2024). Customers’ perceived values and purchase intention through satisfaction: Differences based on food delivery application platform and buying power. International Journal of Hospitality & Tourism Administration, 25(4), 709-737.
Taylor, S. E., & Schneider, S. K. (1989). Coping and the simulation of events. Social cognition, 7(2), 174-194.
Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological Review, 110(3), 403–421.
Trope, Y., & Liberman, N. (2010). Construal‐level theory of psychological distance. Psychological Review, 117, 440–463.
Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of consumer psychology, 17(2), 83-95.
Tünnermann, J., & Scharlau, I. (2016). Peripheral visual cues: Their fate in processing and effects on attention and temporal-order perception. Frontiers in Psychology, 7, 1442.
Vergura, D. T., & Luceri, B. (2018). Product packaging and consumers’ emotional response. Does spatial representation influence product evaluation and choice?. Journal of Consumer Marketing, 35(2), 218-227.
Wang, Q. J., Mielby, L. A., Junge, J. Y., Bertelsen, A. S., Kidmose, U., Spence, C., & Byrne, D. V. (2019). The role of intrinsic and extrinsic sensory factors in sweetness perception of food and beverages: A review. Foods, 8(6), 211.
Werle, C. O., Trendel, O., & Ardito, G. (2013). Unhealthy food is not tastier for everybody: The “healthy= tasty” French intuition. Food Quality and Preference, 28(1), 116-121.
Werthmann, J., Jansen, A., & Roefs, A. (2016). Make up your mind about food: A healthy mindset attenuates attention for high-calorie food in restrained eaters. Appetite, 105, 53-59.
Xie, H., Minton, E. A., & Kahle, L. R. (2016). Cake or fruit? Influencing healthy food choice through the interaction of automatic and instructed mental simulation. Marketing Letters, 27, 627-644.
Xiong, A., Proctor, R. W., & Zelaznik, H. N. (2019). Visual salience, not the graspable part of a pictured eating utensil, grabs attention. Attention, Perception, & Psychophysics, 81, 1454-1463.
Xiong, S., Hu, N., & Ma, Y. (2023). The influence of implied motion on expected taste perception of advertised foods: The mental simulation perspective. Food Quality and Preference, 111, 104968.
Yeomans, M. R., Chambers, L., Blumenthal, H., & Blake, A. (2008). The role of expectancy in sensory and hedonic evaluation: The case of smoked salmon ice-cream. Food quality and preference, 19(6), 565-573.
Yim, M. Y. C., Baek, T. H., & Sauer, P. L. (2018). I see myself in service and product consumptions: measuring self-transformative consumption vision (SCV) evoked by static and rich media. Journal of Interactive Marketing, 44(1), 122-139.
Yim, M. Y. C., Kim, Y. K., & Lee, J. (2021). How to easily facilitate consumers’ mental simulation through advertising: the effectiveness of self-referencing image dynamics on purchase intention. International Journal of Advertising, 40(5), 810-834.
Yoo, J., & Kim, M. (2014). The effects of online product presentation on consumer responses: A mental imagery perspective. Journal of Business Research, 67(11), 2464-2472.
Zhang, T., Desebrock, C., Okajima, K., & Spence, C. (2024). ‘Hot stuff’: Making food more desirable with animated temperature cues. Food Quality and Preference, 120, 105233.
Zhao, M., & Xie, J. (2011). Effects of social and temporal distance on consumers' responses to peer recommendations. Journal of Marketing Research, 48(3), 486-496.