本研究欲探討包裝要素性別特質對產品性別與產品價值知覺影響的主效果,並且討論產品類別、品牌名性別以及代言角色性別對產品性別知覺與價值知覺之干擾效果與交互效果的影響。 本研究主要分成兩組研究模式。在研究模式一中,主要針對各種包裝要素對產品性別知覺、實用性與享樂性價值知覺作個別的分析,以及驗證當兩兩包裝要素間、或是包裝要素與品牌名性別或代言角色性別間性別特質一致與否,對產品性別知覺、產品價值知覺同向效果之影響。研究模式二則是檢測當包裝顏色、包裝線條造形與品牌名字體等三個包裝要素所構成的整體包裝組合呈現時,其對產品性別知覺、實用性與享樂性價值知覺的影響,以及是否會受到產品類別、品牌名性別或代言角色性別的干擾,或是產生交互效果。 主要研究結論如下: 1. 各個包裝元素的確會使消費者對產品的性別知覺產生同向知覺,且消費者對於雌性的包裝顏色與線條會有較高的享樂性價值知覺,而雌性線條相較於雄性線條有較高的實用性價值知覺,若包裝要素性別特質不一致時,消費者傾向以顏色為主要判定依據。 2. 當品牌名性別/代言角色性別與個別包裝要素同向(反向)時,對產品性別知覺有同向增強(削弱)的效果。然而對產品價值知覺則沒有同向效果。 3. 對於將包裝要素以完形的視覺型態作綜合分析時,發現其對於產品性別知覺的同向效果更強,但與其他干擾變數間僅產品類別有干擾效果,反之,包裝要素組合與變數間的交互作用會顯著影響消費者對於產品的價值知覺,尤其在實用性價值知覺的部分。
This research wants to discuss the main effects of package attribute gender on product gender perception and product value perception, and product category, gender of brand name and gender of characters as moderators The main research conclusion is as follows: 1. Each packaging attribute can make consumer's sex perception to product produce really with to the consciousness, and consumers will have higher product value perception to feminine packaging color and shape, and the female shape has higher practicability value consciousness than to the masculine shape, when each attribute gender are inconsistently, consumers incline to regard color as and judge the basis mainly. 2. As gender of brand name/character is consistent/inconsistent with packaging attributes, the perception of product gender strengthens (weakens) in the same direction. However, product value perception does not. 3. When analyzing packaging attributes by visual perception of Gestalt, it is found that the effect of product gender perception is stronger, and when all packaging attributes were viewed as feminine (masculine), the product gender perceived as more feminine (masculine). On the other hand, the interaction among the gender of brand name/ characters, product category and packaging attributes have significant impact on product value perception, especially on utilitarian value perception.