- 學位論文
The Impact of Calorie Label in Menu of Food on Purchase Intention.
The Impact of Calorie Label in Menu of Food on Purchase Intention.
並列摘要
Nowadays, people pay attention to eat healthy. Some people will rely on calorie label to decide on purchasing products and/or to control their health. We always can see calorie label on products, but seldom appear on menu. If calorie label appear on menu, sellers think that will decrease their orders. For this reason, we do experiments to test consumer’s reaction when calorie label appear on menu. Our research mainly discusses how meal with calorie label affect consumers on foods purchase intention. Experiment 1 shows low calorie label has a significant interaction between food types. Experiment 2 which we change calorie to high level to test our participants. There is a switch result for experiment 2, calorie label has no interaction and vice food on calorie label has a significant reduction. Then, we put traffic light in labeling system into our experiment 3. We use red color to mark calorie label on menu to test our participants. There is also no interaction in calorie label and appear decreased phenomenon on calorie label. Those results take a new viewpoint in calorie label on menu and apply on calorie label, food types and another factor (traffic light).