蛋糕盒包裝對消費者購買意願之影響分析

本研究以Pearson相關分析法進行各變數間之相關分析，主要目的是研究蛋糕盒的包裝、顧客願意購買、顧客願意推薦別人購買等各變異數之間關係的密切程度，以及根據樣本的資料推論母體是否相關，確定係數在一定程度上也是反應兩個變數之間關係的密切程度，並且確定係數的平方根就是相關係數。對於選擇購買的蛋糕店，消費者主要選擇的考量因素是“蛋糕美味＂與“知名度＂，而“蛋糕盒樣式＂並不具有太大的影響力。如果將同樣的內容物，使用不同店家的包裝盒包裝後，有高達百分之七十四點五的佔比受測者仍會選擇購買，表示其實對這些受測者來說，同樣的蛋糕，即使用不一樣的包裝盒包裝，並不會明顯影響他們對蛋糕的購買行為。整體言之，消費者認定蛋糕的內容是最主要的消費標的，所以他們的購買行為不會受到包裝的影響，但是如果是包裝很精美、很漂亮的蛋糕，受測者還是比較偏向購買包裝較精美的蛋糕，因為精美的包裝，相對於消費者認定的主要標的價值——蛋糕的口味，多少應會產生某些的月暈效果。

關鍵字

變異數；相關係數；購買行為；月暈效果

並列摘要

This research adopts Pearson Correlation Analytic approaches carry on every relevant analysis of variances. The main purpose is to study packaging and customer's buying's willing, close degree of the relation between every variance that the customer would like to recommend others to buy, etc. of the cake box. And relevant according to materials inference population of the sample, confirm coefficient reflects the close degree of the relation between two variances, and confirm the square root of coefficient is the coefficient correlation.For choosing the cake buying shop, the factor of the customer choosing concerned mainly is ”cake delicious food” and ” popularity ”, ” cake box design ” does not have an evident influence relation. If same content thing, after using different box of shop owner pack, have up to 74.5% than can is it buy to choose still person who examine, show that actually to these by persons who examine, the same cake, even pack with different box, will not obviously influence their purchase behavior to the cake.Altogether, for main consumption target in content on the tasting of cake, so the influence that their purchase behavior will not be packed, but pack very exquisite, very beautiful cake, it is to relatively have intention to buy and pack the more exquisite cake. Because exquisite packaging to receive the one who examines, to the taste of the value cake of the main aspect which consumers asserted, it will produce some halo effects to answer more or less.