產品包裝對消費者衝動性購買行為之影響—以咖啡飲料包裝為例

A Study on the Impact of the Product Package to Impulsive Buying Behavior of Consumers- A Case Study of Coffee Beverage Packaging.

洪慶麟(CHING-LIN HUNG)

指導教授 ： 林欣美

國立暨南國際大學/管理學院/高階經營管理碩士學位學程/碩士(2017年)

摘要

在現代化的消費行為研究中，消費者衝動性購買行為常被認定是負面行為，但咖啡市場業者又以產品的包裝設計來刺激消費者的衝動性購買行為是目前主要行銷手法之一，本研究將影響消費者衝動性購買行為與咖啡產品包裝的之間交互的相關因素加以歸納整理，探討分析影響消費者購買行為，因此引發本研究主要動機。
本研究主要是以相關分析來檢定咖啡產品包裝對消費者購買的衝動性行為之間的相互關係，並分析檢定人口統計變數於消費者衝動性購買行為的差異性因素。本研究首先根據研究背景與動機、相關文獻與理論探討的結果，以確認欲研究的變數概念與相互關係，然後建立研究架構和研究工具，最後運用統計方法去分析結果。而本研究是採用問卷為蒐集研究資料的工具，經過研究分析得到以下結論：咖啡產品包裝外觀、功能、大小對消費者衝動性購買行為有顯著相關影響。未來期望能藉本研究能建構一套完整且相關之咖啡飲料產品包裝資訊，能提高消費者衝動性購買行為，也能對咖啡飲料產品產業的發展有所幫助。

關鍵字

咖啡 ； 產品包裝 ； 衝動性購買行為 ； 人口統計變項

並列摘要

Consumer impulsive buying behavior is often considered negative behavior in the modern consumer behavior research, and product packaging design to stimulate consumer impulsive buying behavior is one of the main marketing methods in the coffee market industry. The main motivation of this study is to research the interaction between consumer impulsive buying behavior and coffee product packaging, and then to summarize the analysis to explore the impact of consumer buying behavior.

This study is based on correlation analysis to test the relationship between the coffee product packaging and consumers impulsive buying behavior, and analyze the variability of the demographic variables in the consumer impulsive buying behavior and the coffee product packaging. First, this study is based on research background and motivation, related literatures and theories to identify the concept of variables and the relationship between each other. Second, is to use the relevant variables and theory to establish research architecture and research tools, and the finally use of statistical methods to analyze the results.

However, the tool of this study is to use the questionnaire method to collect the data, and the results show that: First, the appearance of coffee products packaging is significantly related to the consumer impulsive buying behavior. Second, the function of coffee product packaging is significantly related to the consumer impulsive buying behavior.Third, the size of the coffee product packaging is significantly related to the consumer's impulsive buying behavior.

並列關鍵字

coffee ； product packaging ； impulsive buying behavior ； demographic variables

參考文獻

參考文獻

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忠誠度之關係—以平價連鎖現煮咖啡為例。中原企管評論，9（2），1-28。

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