人們每天都面臨著多種食物的選擇，不過通常只會耗費幾秒鐘的時間來決定購買的品項，產品視覺線索對於消費者購買決策具有舉足輕重的影響。各家廠商在面對龐大的食品需求市場時，都竭盡所能地透過不同廣告呈現手法來吸引消費者的注意力，「產品陰影」是一個實務常見，卻仍被學界忽略的廣告設計元素，本研究聚焦於檢視產品陰影對消費者產品態度及購買意願的影響，運用聯想網絡理論將產品陰影與心理知覺連結，探討熱量預估與知覺品質作為陰影效果的潛在機制，並結合解釋水平理論，釐清產品熟悉度如何干擾消費者知覺與態度反應。
本研究執行三項實驗，重要發現如下：(1)食品廣告中有深色產品陰影（相較於無陰影）時，會提升人們的知覺重量感與熱量預估，且上述效果在鮮食或包裝零食類產品上皆成立，但熱量預估不影響產品態度及購買意願；(2)包裝零食類食品廣告中有深色產品陰影（相較於無陰影）時，會提升人們的產品態度及購買意願，而上述效果將由知覺品質所中介；(3)人們在面對熟悉度較高的產品時，心理距離較近；(4)就包裝零食類產品而言，在高熟悉度情境中（相較於低熟悉度），會呈現強化產品深色陰影對熱量預估的正向影響，並弱化產品深色陰影對知覺品質的正向影響之趨勢；(5)就包裝零食類產品而言，在低熟悉度情境中，深色產品陰影會提升產品態度及購買意願，但在高熟悉度情境中則無顯著效果。
本研究結果對於食品消費動機、心理知覺、聯想網絡理論、解釋水平理論、產品熟悉度等跨領域之研究具有理論貢獻外，也為食品業者和行銷人員提供具體可執行的廣告設計建議。另外，對於消費者與公家單位而言，本研究也能給予民眾在產品選擇上的警示與提醒。

People have to deal with a variety of food choices every day, but we usually only take a few seconds to make the purchase decision. Therefore, a product’s visual cues have a pivotal impact on consumers’ purchase intention. While facing the huge market demand in the food industry, manufacturers tried their best to attract consumers’ attention through different ad design methods. Product shadow is a common ad design element that is still ignored by academia. This study focuses on examining the effect of product shadow on consumers’ product attitude and purchase intention, by using associative network theory to link product shadow to different perceptions, which includes calorie estimation and perceived quality, as underlying mechanisms for product shadow’s effect. Additionally, this study utilizes the construal level theory to understand the moderating effect of product familiarity on how consumers form their perceptions and attitudinal responses.
This study conducted three experiments, and has the following important findings: (1) The use of dark product shadow (vs. no shadow) in food advertisement will increase consumers’ heaviness perception and calorie estimation, and this result exists for both fresh meal and packaged snack; however, calorie estimation does not mediate the effect of product shadow on product attitude and purchase intention; (2) The use of dark product shadow (vs. no shadow) in packaged snack advertisement will increase product attitude and purchase intention, and perceived quality will mediate this effect; (3) When confronted with familiar foods, the consumer will rate the psychological distance as closer. Conversely, when confronted with unfamiliar foods, the consumer will rate the psychological distance as farther; (4) In high product familiarity (vs. low product familiarity) situation, there is a trend that the positive effect of dark product shadow on calorie estimation will be strengthened, and the positive effect of dark product shadow on perceived quality will be weakened, but this effect only occurs for packaged snacks; (5) For packaged snacks, in low product familiarity situation, dark product shadow (vs. no shadow) can increase product attitude and purchase intention, but in high product familiarity situations, there are no differences between dark product shadow and no product shadow.
This research provides a deeper understanding of product shadow, food purchase intention, perceptions, associative network theory, construal level theory, and product familiarity. As for the managerial contributions, this research also provides several practical suggestions and warning on how to use product shadow wisely in food ads for marketers. However, consumers and government agencies should be aware of the effect of product shadow on people’s perceptions, to avoid unpleasant purchasing experiences.

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 5
第三節、研究問題 9
第四節、研究目的 10
第五節、研究流程 10
第貳章、文獻回顧 12
第一節、產品陰影 12
第二節、知覺重量感 18
第三節、熱量預估 22
第四節、知覺品質 29
第五節、產品熟悉度 36
第六節、解釋水平理論 39
第參章、研究架構與假說 51
第一節、研究架構 51
第二節、假說推論 51
第肆章、實驗一 60
第一節、研究方法 60
第二節、研究結果分析 73
第伍章、實驗二 89
第一節、研究方法 89
第二節、研究結果分析 94
第陸章、實驗三 104
第一節、研究方法 104
第二節、研究結果分析 113
第柒章、結論與建議 138
第一節、研究發現 138
第二節、研究意涵 143
第三節、研究限制與未來研究方向 153
參考文獻 157
附錄 176
附錄一：前測一-產品熟悉度調查 176
附錄二：前測二-品牌名稱及廣告評估 185
附錄三：實驗一 189
附錄四：實驗二 194
附錄五：前測三-產品熟悉度調查 199
附錄六：實驗三 203

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