本研究目的在於探討飲料中的糖分以及飲料甜度高低和健康資訊對消費者滿意度之影響，運用愉悅喚起支配(PAD)理論對研究主題進行探討，以了解消費者對於糖分的需求行為，並透過實驗法，提供健康資訊（正向知識 / 負向知識）和四種不同的甜度的飲料（0度、3度、9度、12度）作為自變數，而願意購賣飲料支付的金額和對飲料的評分為依變數。問卷調查以194位台灣中部大學生為樣本，運用SPSS軟體，以敘述性統計、T檢定和ANOVA為主要分析方法。研究結果顯示含糖較多的飲料並不會導致更高的消費者滿意度，研究也證實知識對消費者行為與滿意度的影響，正負面健康資訊對不同飲料甜度的消費者滿意度具有不同的干擾效果，其中尤以負向健康資訊的干擾效果較大。最後，本研究並針對研究發現的意涵與未來研究建議進行討論。 This study is aimed primarily at exploring the influences of different sweetness level of beverages and health information on consumer satisfaction. The application of the Pleasure-Arousal-Dominance (PAD)theory applied to understand consumer demand for sugar. This study used experimental method, providing health information (positive knowledge / negative knowledge) and four different sweetness drinks (0, 3, 9, 12 degrees) as the independent variables, and willingness to pay and scoring of sample as dependent variables. Questionnaires were distributed tostudent of Central Taiwan. A total of 194 completed valid questionnaires were used SPSS to descriptive statistics, T test and ANOVA for the analysis. The results showed that beverages with higher level of sugar do not lead to higher customer satisfaction, and also validated the knowledge affects consumer behavior and satisfaction. Moreover, the results supported the moderating role of health information between the different sweetness beverage and consumer satisfaction. Negative health information have more influence particularly. Finally, the implications of these findings and the directions for future research are discussed.
