以KANO二維品質模型探討咖啡禮盒包裝設計品質屬性之研究

近年來咖啡類商品銷售量快速成長，各式咖啡類商品強調商品的特色之外，無不以強力品牌行銷投入廣告，讓競爭白熱化。然而，高度的吸引力與購買意願卻不一定呈現正比的狀態，如何製造特殊性、稀少性，擴大社群討論度，引發行銷亮點，是咖啡商品所面臨的問題與挑戰。本研究應用魅力工學的評價構造法進行深度訪談，歸納並分析應用心經意象於咖啡禮盒的包裝設計所具備之魅力品質屬性。以咖啡禮盒的標籤貼紙設計進行重要性－表現分析法分析，受訪者對於應用心經意象於咖啡禮盒包裝設計的品質和滿意度各項目有正相關性。結果將提供各界對於應用心經意象於咖啡文創商品包裝設計的魅力元素屬性了解，追求設計品質最佳化並提升商品競爭力。

關鍵字

心經；咖啡商品；魅力工學；重要性－表現分析法

並列摘要

In recent years, the sales of coffee products in Taiwan have grown rapidly. In addition to emphasizing the quality and characteristics of the products, all kinds of coffee products have been advertised with strong brand marketing, or they are sold in other ways to increase competition. However, sales do not seem to be affected by marketing strategies, consumers pay more attention to products, but there is no corresponding increase in sales. How to create specialty and rarity in the vast consumer market, expand public discussion, and trigger higher sales are the problems and challenges faced by most of the business owners. This study of product creation first conducts in-depth interviews using the evaluation method of attractive factor engineering, and discusses and summarizes these attractiveness factors that apply to the Heart Sutra image in the design of coffee gift boxes. Then, IPA is used to analyze the label and sticker design of these creative and culture-based coffee products. The respondents generally felt that the quality and satisfaction level of the application of Heart Sutra imagery in the gift box packaging design were important. The imagery is positively received in cultural and creative coffee products. The results of this study will provide cafe operators with an understanding of consumers' attitudes about the attractiveness of Heart Sutra imagery in cultural and creative design of coffee products and packaging.