日常生活中充斥著各種美食圖片，在多樣食物選擇中人們常以視覺線索評估食物的美味，「視覺美味」逐漸成為品評食物的關鍵。食物圖片之視覺意象分為靜態與動態，動態意象是指在靜態中知覺到「動」，其圖片相較於靜態更為活潑生動。雖然食品廣告設計常面臨採用何種「視覺意象」的抉擇，但學界對於此概念的研究仍不足。本研究以廣告中的食品視覺意象為主軸，深入檢測其對感知美味度的影響，並釐清代言角色可愛類型（嬰兒可愛vs.古怪可愛）和情境背景（靜態背景vs.動態背景）如何干擾感知美味度與下游消費行為的生成。
本研究共執行三個實驗，結果發現：（1）食品廣告中，食品採用動態相較靜態意象的呈現方式，會提升消費者的感知美味度；（2）動態意象會透過感知美味度增加產品態度與購買意願；（3）廣告食品為牛乳（液態）相較於漢堡（固態）會強化動態意象對感知美味度的正向影響；（4）當代言角色可愛類型為古怪可愛（vs. 嬰兒可愛）時，會強化食品動態意象對感知美味度、產品態度的正向影響；（5）當可愛類型為嬰兒可愛（相較於古怪可愛）時，則是強化動態意象對購買意願的正向影響；（6）當廣告中的背景為靜態背景時，食品採用動態意象（相較於靜態意象）呈現，會提升感知美味度與產品態度，但在動態背景時，視覺意象的效果則不顯著。
本研究結果對食品廣告、視覺意象、可愛類型、情境背景等領域研究具有理論貢獻外，也為品牌商的行銷規劃提供了明確指引。此外，本研究也希望協助消費者在購物時作出理性判斷，減少因視覺線索帶來的直覺偏誤，以做出更佳的購物決策。

In everyday life, we are surrounded by various food images, and among the various food choices available, people often rely on visual cues to assess the tastiness of food. "Visual tastiness" has gradually become a key factor in food evaluation. The visual imagery of food images can be divided into static and dynamic. Dynamic imagery refers to the perception of "movement" within the static image, making it more lively and vivid compared to static imagery. Although the design of food advertisements is often faced with the choice of what type of "visual imagery" to use, there is still a lack of research on this concept in the academic field. In this study, we examined the effect of visual imagery of food in advertisements on perceived tastiness, and explored how the cuteness types of spokescharacters (baby cuteness vs. whimsical cuteness) and contextual backgrounds (static background vs. dynamic background) moderate the formation of perceived tastiness and downstream consumer behaviors.
Three experiments were conducted in this study. The results revealed that: (1) the use of dynamic as opposed to static imagery in food advertisements increases consumers' perceived tastiness; (2) dynamic imagery increases product attitudes and purchase intentions through perceived tastiness; (3) when the advertised food is buttermilk (liquid) rather than a hamburger (solid), the positive effect of dynamic imagery on perceived tastiness is strengthened; (4) when the spokescharacter’s cuteness type is whimsical cuteness (vs. baby cuteness), the positive effects of dynamic imagery on perceived tastiness and product attitude are strengthened; (5) when the cuteness type was baby cuteness (vs. whimsical cuteness), the positive effect of dynamic imagery on purchase intention is strengthened; (6) when the background in the advertisement is static, the use of dynamic imagery (vs. static imagery) to present the advertised food increases perceived tastiness and product attitude, but when the background is dynamic, the effect of visual imagery is not significant.
The results of this study not only make theoretical contributions to the field of food advertising, visual imagery, cuteness types, and contextual background, but also provide clear guidelines for brand owners in their marketing planning. In addition, this study also aims to help consumers make rational judgments when shopping and reduce the intuitive bias caused by visual cues, so that they can make better purchase decisions.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
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 10
第四節、研究目的 10
第貳章、 文獻回顧 12
第一節、動態意象(Dynamic imagery) 12
第三節、感知美味(Perceived taste) 38
第四節、基模一致性(Schema congruity) 42
第五節、情境背景(Contextual background) 46
第參章、 研究架構與假說 50
第一節、研究架構 50
第二節、假說推論 50
第肆章、 研究方法 56
第一節、實驗概述 56
第二節、實驗情境與研究對象 56
第伍章、 實驗一 57
第一節、實驗一研究方法 57
第二節、實驗一結果分析 65
第陸章、 實驗二 78
第一節、實驗二研究方法 78
第二節、實驗二結果分析 90
第柒章、 實驗三 104
第一節、實驗三研究方法 104
第二節、實驗三結果分析 111
第捌章、 結論與建議 124
第一節、研究發現 124
第二節、研究意涵 129
第三節、研究限制與未來研究方向 136
參考文獻 139
附錄 159
附錄一：前測一－品牌名稱、廣告圖評估 159
附錄二：前測二－代言角色評估 163
附錄三：前測三－廣告及情境背景圖評估 168
附錄四：實驗一 171
附錄五：實驗二 177
附錄六：實驗三 185

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