心情、時間傾向與幸福對女性選擇甜點的影響

The Impact of Mood, Time Orientation and Happiness on Dessert Choices of Women

陳瑩瑄(Ying-Shaun Chen)

指導教授 ： 田祖武

義守大學/管理學院/管理碩博士班/碩士(2015年)

https://doi.org/10.6343/ISU.2015.00050

摘要

本研究主要探討在不同的心情狀態及對幸福的定義下，女性對於甜點的選擇，並進一步研究心情、幸福定義與時間傾向之間的關係。本文採便利抽樣，以有吃過甜點的女性為研究對象，共發放450份問卷，有效問卷為339份。採用單因子變異數分析及迴歸分析檢定研究假說。研究結果顯示，正面心情的消費者在時間傾向較重視未來，並選擇健康甜點；負面心情的消費者時間傾向較重視現在，並偏好放縱甜點。此外，時間傾向與年齡顯著影響消費者的個人對幸福的定義，進而影響甜點選擇。年紀越大與時間傾向於現在的消費者，覺得平靜的感覺越能代表幸福，而選擇平靜甜點。然而年紀越輕與時間傾向越偏向未來的消費者，則認為興奮的感覺才是幸福，而選擇興奮甜點。

關鍵字

心情調節理論 ； 心情一致性理論 ； 幸福定義

並列摘要

The research focuses on the relationships among women moods, definition of happiness and their dessert selections. We explore a little further the relationship between mood, definition of happiness and time orientation. The study adopts a survey-based approach, the primary criterion for selecting subjects was the women who bought desserts. A total of 450 questionnaires were handed out and 410 effective ones were received back, and one-way analysis of variance and regression was based on those samples. The results showed that the higher positive mood is perceived, the more the consumer will tend to attach more importance to the future and prefer healthy desserts. In contrast, the higher negative mood is perceived, the more it will tend to attach more importance to the present time and prefer indulgence desserts. Furthermore, consumers' definitions of personal happiness are affected by time orientation and age, which it leads to affect their dessert selections. The individual who was at older age or focused on the present moment felt calm is experienced as happiness and tended to choose more calming dessert. However, an youngster or when the consumer focused on the future confirmed excitement as happiness tend to choose more exciting options.

並列關鍵字

Mood Regulation Theory ； Mood Consistence Theory ； Definition of Happiness

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