虛擬實境中的同理心與臨場感對肉類消費意願改變的研究

Abstract

為因應紅肉攝取過量所帶來的健康挑戰，本研究聚焦於牛肉消費，探討在虛擬實境（VR）情境中，同理心如何影響飲食態度與行為。借助VR所營造的高度沉浸感與感官吸引力，本研究意在探索同理心與臨場感等心理機制是否能促進人們減少牛肉攝取的意圖。研究採用實驗設計，招募142位參與者，分析性別、年齡、同理心水準與參與程度等變項對飲食態度的影響。 結果顯示，性別與年齡對同理心、臨場感及飲食態度與行為變化皆無顯著影響。回歸分析發現，同理心對反牛肉飲食態度具邊際顯著的預測力（p = 0.055），而性別（p = 0.358）與年齡（p = 0.142）則不具統計顯著性。此外，這些變項對未來牛肉消費傾向與對牛隻痛苦的態度改變亦未產生顯著解釋力。 研究進一步指出，較高同理心水準可增強參與者在VR中的臨場感體驗，進而影響其飲食態度。具備較高同理心的受試者回報更高的臨場感，並表現出降低牛肉攝取的意願。此結果強化了VR作為促進情感參與的干預工具之潛力，對於鼓勵健康飲食行為與回應紅肉過度攝取所造成的健康疑慮具有實際意義。

This study explores the role of empathy in Virtual Reality (VR) environments in influencing dietary willingness and behaviors, with a particular focus on beef consumption. By leveraging VR’s immersive and interactive features, the research examines how psychological mechanisms such as empathy and presence shape individuals’ intentions to reduce beef intake. An experimental design was employed, involving 142 participants from Taiwan, to test the effects of demographic factors (gender, age), individual differences in empathy, and levels of engagement on changes in dietary behaviors. The results indicate that gender and age did not significantly affect empathy, presence, or changes in dietary willingness. However, regression analysis showed a marginally significant effect of empathy on the willingness to reduce beef consumption, while other demographic variables were not significant predictors. Additionally, the predictors failed to explain significant changes in future beef consumption willingness and concern for the suffering of cows. Additional examination demonstrated that compassion markedly strengthens individuals’ perception of immersion in virtual reality settings, consequently decreasing their inclination to eat beef. These results indicate that VR technology can function as a potent means of enhancing emotional involvement, encouraging nutritious dietary choices, and reducing health hazards linked to excessive red meat intake. Beyond the health implications, this research emphasizes the prospect of VR in advancing public health and sustainability initiatives. By encouraging dietary changes, VR interventions can help reduce the health risks of red meat consumption while also addressing the environmental impact of livestock production. The study provides practical insights into designing VR-based behavioral interventions, highlighting empathy as a fundamental factor and laying the foundation for future research on how VR can influence health-related behavior change.