形狀在日常生活中扮演著重要的角色，無論目光所視、伸手所及都是各式各樣的 幾何形狀。方圓是最基本的幾何圖形，本研究從 Logo、包裝和食物方面著手，並考量 不同情境及消費者的各方面特質作為干擾變數，如:購買目的、食用情境、自我建 構、消費者情緒狀態、性別特質、飲食習慣，是否會影響到消費者對 Logo、包裝和食 物態度之判斷。研究結果顯示:

1. 包裝形狀對於包裝態度產生主要效果。
2. Logo 形狀與 Logo 色調會對消費者對於 Logo 態度產生交互作用。
3. Logo 形狀與自我建構會對消費者對於 Logo 態度產生交互作用。
4. Logo 色調與自我建構會對消費者對於 Logo 態度產生交互作用。
5. Logo 形狀與情緒會對消費者對於 Logo 態度產生交互作用。
6. 包裝形狀與包裝材質會對消費者對於包裝態度產生交互作用。
7. 食物形狀與裝飾物與食物明度對比對消費者對於食物態度產生交互作用。
8. 裝飾物與食物明度對比與飲食習慣對消費者對於食物態度產生交互作用。
9. 食物形狀與食用情境對消費者對於食物態度產生交互作用。

No matter what you see or reach, there are a wide variety of geometric shapes plays an important role in our daily life. Square and circle are the most two basic shapes of geometry. This study mainly takes the shape of brand logo, packaging and food as the starting part and then attempts to discuss the attitude towards on the logo, package, and food may be influenced by different circumstances and consumers’ characteristics such as purchase motivation, mealtime atmosphere, self-construal, emotion, gender role, eating behavior. Research shows:

1. The shape of packaging has a main effect on the attitude towards packaging.
2. The shape and tone of brand logo have an interaction on the attitude towards
brand logo.
3. The shape of brand logo and self-construal have an interaction on the attitude
towards brand logo.
4. The tone of brand logo and self-construal have an interaction on the attitude
towards brand logo.
5. The shape of brand logo and emotion have an interaction on the attitude towards
brand logo.
6. The shape and material of packaging have an interaction on the attitude towards
packaging.
7. The shape of food and lightness contrast between decorations and food have an
interaction on the attitude towards food.
8. Lightness contrast between decorations and food and eating behavior have an
interaction on the attitude towards food.
9. The shape of food and mealtime atmosphere have an interaction on the attitude
towards food.

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