| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 102 === In our daily life, images of food can be seen everywhere. Acting as a
guilt-mitigating mechanism, consummatory images justifies consumers’ consuming
behavior. As a result, consumer consider that exposure to consummatory images of
unhealthy foods can increase taste perceptions. This study, we explore whether image
type and price promotion type (price discount and bonus pack) can influence the
consumption behavior under hedonic food and utilitarian food. Which combination
will get more attraction from consumers? At the same time, we explore whether
consumers’ purchase intention under product trial situation would better/worse than
price promotion situation. We conduct 3 studies to examine these effects. Study 1, we
use two kinds of food to manipulate food type and present different types of image to
participants. We investigate our hypothesis that consumers consider the taste of foods
is higher when they were exposure to the consummatory images than to the food
images. According to study 1, we investigate the purchase intention under three
promotion methods: product trial with regular price, discount and bonus pack. That is
to say, we compare the purchase intention under different price promotions in study 2
and compare the purchase intention of price promotions and product trial in study 3.
We find that consummatory images for hedonic foods can increase the consumers’
taste perception and purchase intention. However, the effect of product trial is limited,
because of the food type.
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