產品包裝設計、知覺價值與購買意願關係之探討－以監所自營作業商品為例

監所自營作業商品受到內外部環境快速變遷的影響，競爭更加激烈，部分商品也逐漸呈現停滯的現象，為求能永續經營，務必力謀對策解決。基於目前正處在消費者導向為主的時代，商品必須能藉由包裝設計營造特色，以吸引消費者目光，同時能引導感受到商品價值，最終能有效促進其購買意願。因此，本研究遂以曾經購買過監所自營作業熱銷前五名商品的消費者為對象，進行問卷調查，首先針對包裝設計、知覺價值與購買意願的關係進行討論，經實證模型的建立、問卷的設計與調查，並輔以統計軟體進行敍述性設計、信度分析、效度分析與迴歸分析，得到以下結論：良好的產品包裝設計正向影響消費者知覺價值，良好的知覺價值有助於提昇購買意願，因而發展產品包裝策略，建立差異化的產品，創造產品價值，賦予象徵意義有助於行銷，亦應是監所自營作業商品邁向永續經營的關鍵手段。

關鍵字

產品包裝設計；知覺價值；購買意願；監所自營作業

並列摘要

The self-employed operation products in prisons are affected by the rapid changes in the internal and external environments, and the competition is becoming more intense. Some products are gradually showing signs of stagnation. In order to achieve sustainable operation, it is necessary to strive for countermeasures. Based on the current consumer-oriented era, products must be able to create features through packaging design to attract consumers' attention, and at the same time guide the perception of the value of the product and effectively promote its willingness to buy. Therefore, this research then conducted a questionnaire survey for consumers who have purchased the top five products sold by the self-operated operations of the prisons. First, the relationship between packaging design, perceived value, and purchase intention was discussed, and an empirical model was established. , Questionnaire design and survey, supplemented by statistical software for narrative design, reliability analysis, validity analysis, and regression analysis, the following conclusions are obtained: good product packaging design positively affects the perceived value of consumers. Good perceived value helps to increase purchase willingness. Therefore, the development of product packaging policies, the construction of differentiated products, the creation of product value, and the giving of symbolic meaning are helpful to marketing. It is a key means for the self-operated products of the prisons to move towards sustainable operation.