品牌形象及包裝設計對購買意願影響－以包裝咖啡為例

The Influence of Brand Image and Package Design on Consumer Purchase Intension – A Case Study on Ready-to-Drink Packaged Coffee

劉彥廷(Yen-Ting Liu)

指導教授 ： 曾義明

淡江大學/商管學院/國際企業學系碩士在職專班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.00262

摘要

本研究主要在於探討包裝加啡為例的品牌形象與包裝設計對購買意願的影響及包裝種類對購買意願的差異性分析。本文的研究樣本採用便利抽樣，採取面對面方式發放紙本問卷，經剔除部分無效問卷後有效問卷為357份。本研究進行信度、變異數分析，並以迴歸分析來探討品牌形象及包裝設計各構面對購買意願的相互影響關係，以驗證本研究之架構。
本研究透過假設驗證分析，其結果成立的部分為：職業、教育程度及可支配所得在消費者的購買意願有顯著差異；包裝種類在品牌形象及包裝設計有顯著差異；功能性品牌形象及包裝圖案包裝設計的購買意願有顯著影響。根據本研究的結果，提出以下三點建議：一、美化包裝設計，以增強購買意願；二、提升品牌形象，增加購買意願；三、針對差異化，進行差異化行銷，以提供業者於行銷實務上之參考，進而帶動包裝咖啡在市場上的佔有率，並提出後續研究建議，以供學者未來後續研究之參考。

關鍵字

品牌形象 ； 包裝設計 ； 購買意願

並列摘要

This study aims to discuss the effects of brand image and package design on consumers' purchase intention by using packaged coffee as an example. In the present research, convenience sampling was employed, and paper-based face-to-face questionnaires were distributed. There remained 357 valid questionnaires after the exclusion of invalid ones. To testify the research framework of this study, reliability tests, analyses of variance, and regression analyses were conducted to investigate the mutual influence of brand image and package design on different aspects of purchase intention.

Through hypothesis testing, the following results were obtained. Consumers' purchase intention was significantly affected by their occupation, education level, and amount of disposable income. In addition, packaging types are significantly different in brand image and package design. Functional brand image, package design, and package patterns have a significant influence on purchase intention. According to the results of this study, the following three suggestions were offered. First, embellish package design to enhance purchase intention. Second, upgrade brand image to increase purchase intention. Third, adopt differentiated marketing strategies. These can serve as practical references of marketing for business owners, which should thereby increase the market share of packaged coffee. Suggestions of follow-up studies were also made for future researchers to further delve into these issues.

並列關鍵字

Brand Image ； Package Design ； Purchase Intension

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