玻璃瓶內應用不同顏色果汁之喜好感受

The Preference for the Application of Juice of Different Colors in Glass Bottles

林漢裕(Han-Yu Lin)；廖沛怡(Pei-Yi Liao)

喜好程度 ； 甜味感受 ； 健康程度 ； 購買價格 ； 性別差異 ； Preferences ； sweet sensitivity ； health ； acceptable price ； gender differece (males and females)

高雄師大學報：人文與藝術類

39期（2015 / 12 / 01）

173 - 187

繁體中文

本研究以六種顏色(紅、橙、黃、綠、紫和白色)的現榨果汁，盛裝於玻璃瓶中，讓消費者進行喜好程度、甜度感受、健康感受、購買價格和性別等問項進行調查。本研究主題不在探討果汁之顏色是否純天然、人工素果汁，或是果汁純度為何，而是普遍大眾消費者對於果汁的顏色的基本感受與顏色的直覺反應。從研究結果顯示，在喜好程度方面，消費者對橙色的喜好程度，明顯優於紅、綠、紫和白色，而橙色和黃色的喜好程度則無差異。在甜度感受方面，橙色的甜度程度，明顯優於紅、綠、紫和白色，而橙色與黃色的甜度感受則無差異；在健康感受方面，橙色的喜好程度明顯優於紅、紫和白色，而橙色、黃和綠色的喜好程度則無差異。在購買價格方面，橙色的喜好程度明顯優於綠色和紫色，而橙色、紅、黃色和白色的喜好度則無差異；在性別差異方面，男性在選擇橙色的甜度感受優於女性的甜度感受，而男性與女性選擇橙色的喜好程度、健康程度和購買價格感受上，則無差異；男性在選擇黃色的喜好感受優於女性的喜好感受，而男性與女性選擇黃色的甜度感受、健康程度和購買價格感受上，亦無差異。整體而言，本研究發現，玻璃瓶如果盛裝橙色和黃色果汁，消費者最喜歡，也會感受到飲料是最健康的，同時也願意花更多錢購買；另外，選擇橙色果汁，男性優於女性的甜度感受；選擇黃色果汁，男性優於女性的喜好感受。因此，研究結果可提供玻璃瓶飲料業者在販賣顏色果汁、販售對象和制訂價格上參考。

In this study, six different kinds of juice with different colors (red, orange, yellow, green, purple and white) contained in the glass bottles are applied to study the degree of consumer favorability, sweet sensitivity, feeling for health, acceptable price and gender. The results show that in the degree of consumer favorability, the consumers like orange more than red, green, purple and white; there is no difference between orange and yellow. In the case of feeling for sweet sensitivity, orange makes consumers feel sweet sensitivity than red, green, purple and white; there is no difference between yellow. In the case of feeling for health sensitivity, orange makes consumers feel healthier than red, purple and white; there is no difference between yellow and green. Concerning acceptable price, orange has higher favorability than green and purple, there are no differences among orange, red, yellow and white. In terms of gender differece, males and females have preferences for orange, males prefer orange much more than females, and there is no difference in choosing orange of the sweet sensitivity between males and females. Males prefer yellow much more than females, and there is no difference in choosing yellow of the health purchase between males and females. Based on the results above, juice with orange and yellow colors contained in the glass bottles not only has the highest favorability, but also makes consumers feel that it is the healthiest drink and they are willing to spend more money purchasing the drink. Moreover, males prefer orange much more than females, and males prefer yellow much more than females. Thus, the results can be provided for glass beverage industry as references in sales, sell objects and the development of the price.

1. Eysenck, H. J. (1941). A critical and experimental study of colour preferences. The American Journal of Psychology, 385-394
2. 台灣癌症基金會(2015)。正確飲食(蔬果彩虹579)的蔬果的彩虹密碼。取自：http://www.canceraway.org.tw/579aday/pagelist.asp?keyid=14
3. Elliot, A. J.,Maier, M. A.(2007).Color and psychological functioning.Current Directions in Psychological Science,16(5),250-254.
4. Ellis, L.,Ficek, C.(2001).Color preferences according to gender and sexual orientation.Personality and Individual Differences,31(8),1375-1379.
5. Hanafy, I. M.,Sanad, R.(2015).Colour Preferences According to Educational Background.Procedia-Social and Behavioral Sciences,205,437-444.
6. Liang, P.,Roy, S.,Chen, M. L.,Zhang, G. H.(2013).Visual influence of shapes and semantic familiarity on human sweet sensitivity.Behavioural brain research,253,42-47.
7. Sabbe, S.,Verbeke, W.,Deliza, R.,Matta, V.,Van Damme, P.(2009).Effect of a health claim and personal characteristics on consumer acceptance of fruit juices with different concentrations of açaí (Euterpe oleracea Mart.).Appetite,53(1),84-92.
8. Shankar, M. U.,Levitan, C. A.,Spence, C.(2010).Grape expectations: The role of cognitive influences in color-flavor interactions.Consciousness and cognition,19(1),380-390.
9. Sijtsema, S. J.,Jesionkowska, K.,Symoneaux, R.,Konopacka, D.,Snoek, H.(2012).Perceptions of the health and convenience characteristics of fresh and dried fruits.LWT-Food Science and Technology,49(2),275-281.
10. Sliburyte, L.,Skeryte, I.(2014).What we know about consumers' color perception.Procedia-Social and Behavioral Sciences,156,468-472.
11. Spence, C.,Levitan, C. A.,Shankar, M. U.,Zampini, M.(2010).Does food color influence taste and flavor perception in humans?.Chemosensory Perception,3(1),68-84.
12. Vidigal, M. C.,Minim, V. P.,Carvalho, N. B.,Milagres, M. P.,Gonçalves, A. C.(2011).Effect of a health claim on consumer acceptance of exotic Brazilian fruit juices: Açaí (Euterpe oleracea Mart.), Camu-camu (Myrciaria dubia), Cajá (Spondias lutea L.) and Umbu (Spondias tuberosa Arruda).Food Research International,44(7),1988-1996.
13. Wan, X.,Woods, A. T.,Butcher, N.,Spence, C.(2015).When the shape of the glass influences the flavour associated with a coloured beverage: evidence from consumers in three countries.Food quality and preference,39,109-116.
14. Zampini, M.,Wantling, E.,Phillips, N.,Spence, C.(2008).Multisensory flavor perception: Assessing the influence of fruit acids and color cues on the perception of fruit-flavored beverages.Food quality and preference,19(3),335-343.
15. 謝明哲、胡淼琳、楊素卿、陳俊榮、徐成金、陳明汝(2009)。實用營養學。臺北:華杏。

1. 蕭坤安,陳語晨(2022)。馬克杯顏色與造形影響飲品口味感知之探討。設計學報，27(1)，1-22。