中國消費者對台灣商品包裝屬性偏好研究

A study of Chinese consumers’ packaging preferences for Taiwanese merchandises

邱俊欽(Chun-Chin Chiu) ； 楊浩二(Hao-Eri Yang) ； 羅景文(Ching-Wen Lo)

《華梵藝術與設計學報》 11期 (2016/07) Pp. 13-25

摘要

台灣從2008年開放中國觀光客來台觀光後，中國旅客消費實力強，在伴手禮選購上成長驚人，帶動極大消費力，至於包裝設計中的何種元素最受青睞？何種元素的運用，比較能吸引中國觀光客的喜愛？成為本研究的探究重點。本研究主要以桃園國際機場免稅商店所販售的食品伴手禮為研究樣本，利用在中國雲南旅遊展台灣館區攤位旁進行意見蒐集。針對中國消費者1200份問卷內容，應用多元迴歸、路徑分析，瞭解對台灣商品設計偏好及其對購買意願的影響。研究結果發現，一、在包裝的屬性中，提升消費者對圖形、顏色、樣式的偏好度，可以明顯影響購買意願；二、消費者對包裝設計上的文字偏好度無法直接產生購買意願，但是藉由提升消費者整體滿意度，則可以間接影響購買意願。三、包裝設計的整體滿意度顯著影響購買意願。本研究也提供評估設計元素的相對重要性，供設計業者在未來商品包裝設計上的參考。

關鍵字

包裝設計 ； 中國消費者 ； 滿意度 ； 購買意願 ； 多元迴歸

並列摘要

In 2008, Taiwan's government opened up regular mainland Chinese travel groups to visit Taiwan, who demonstrated their strong purchasing power when purchasing merchandise. Thus, this study aims to explore which design elements to use on product boxes in order to attract Chinese customers. To measure Chinese travelers' preferences and the effects of design elements on their purchase decisions, this study used multiple regression methods to analyze 1200 pieces of empirical data collected from a travel fair in Yunnan, China. The survey samples were gathered at the duty-free shops in Taiwan's Taoyuan Airport. The study had three significant findings. First, analyzing customers' considerations of attributes of product packaging elements demonstrated the need to enhance respondents' satisfaction with factors such as images, color, and shapes on package design. Such elements could significantly influence their decision to purchase. Second, typography preferences had no direct impact on their purchase intention; however, increasing participants’ overall satisfaction with typography choices could indirectly affect their purchasing behavior. Finally, respondents' overall satisfaction with product packaging significantly altered their willingness to make a purchase. These research findings provide key points for packaging design targeting Chinese consumers, encouraging them to choose Taiwanese merchandise. The findings also serve as references for product designers in future commercial designs.

並列關鍵字

Packaging design ； Chinese travelers ； Satisfaction ； Purchasing behavior ； Multiple regression