包裝飲用水瓶身造形與消費情緒關聯性之研究

現代包裝飲用水產品眾多，不過這些產品的市場銷售可能有所差異，而構成這些差異的可能因素很多，如品牌、水質、價格或包裝…等等均在其列。許多研究指出，消費者的消費情緒與消費意願有很大的相關性，因此本研究期望探討包裝飲用水的瓶身造形是否會影響消費者的消費情緒，進而提供相關業者參考。實驗進行是先透過三次的「專家分析法」與一次的「形態分析法」，歸納出六種典型的瓶身造形，再透過SAM(Self-Assessment Manikin)情緒量表作為問卷形式，探討這六種包裝飲用水瓶身造形與消費情緒之間的關聯性。結果顯示，包裝水瓶身造形與「愉悅情緒(P)」和「喚起情緒(A)」有顯著的關聯性，但是與「支配情緒(D)」並沒有顯著的關係。在性別差異條件下，「圓柱形」和「全瓶身造形一致形1」瓶身造形在消費者愉悅情緒上有顯著差異性；在有、無設計背景條件下，「全瓶身造形一致形3」包裝飲用水瓶身對消費者支配情緒有顯著性的影響。而且從統計分析可以驗證，「新興瓶身造形」較「傳統瓶身造形」更能夠引起消費者的消費情緒。最後建議，包裝飲用水製造商可針對性別的差異，設計不同款式的包裝水瓶身造形，增加對個別族群的吸引力。

關鍵字

包裝飲用水；包裝設計；消費情緒； SAM量表

並列摘要

Nowadays, there are many kinds of packaged drinking water products in the market; however, those products might have different kinds of sales volume in the packaged drinking water market. There are several reasons that can make the sales volume different in the market. It might be the brand of products, quality of drinking water, the prices, or the packaging...,etc. Those reasons might affect the consumption of one's product. Many researches point out that the consumption emotions and consumption desire are highly related to the consumers. Therefore, this research paper is to find out whether the design of a bottle affects the consumer's consumption emotions in the market or not. This can, furthermore, provide some information for the reference of the drinking water companies. The research, through three times of Expert Analytic Method and once Morphological Analysis, generalizes six different types of design bottles, and then adopts SAM (Self-Assessment Manikin) as the pattern of the questionnaire. The questionnaire aims to study the relationship between the six types of packaged drinking water and the consumption emotions. The conclusion of a series of researches and execution points out that the ”pleasure emotion” and ”arousal emotion” have a noticeable correlation with the shape of packaged drinking water design, but the ”dominance emotion” does not have any relationship with it. In terms of gender, the packaged drinking water shape of ”the circle columnar” and ”all the same-shaped bottle shape 1” have significant differences to consumers' ”pleasure”; under the condition with/out the design, ”all the same-shape bottle-shaped 3” has significant differences to consumers' ”dominance. ” The statistic analysis proved that the new shape of packaged drinking water design affects the consumer's consumption emotions more than the traditional shape of packaging. Finally, it is recommended that the manufacturer design different packaged drinking water products for the cusumers of different genders, to appeal to individual groups.