商品包裝圖像風格對消費者購買意願影響之研究-以果乾蜜餞包裝為例

臺灣因為位於亞熱帶地區，適合各種水果的種植及栽培，無論是作為伴手禮的新鮮水果或加工成果乾蜜餞都相當適合。但臺灣鮮果因為國際貿易的興盛，外銷競爭力已經非常薄弱，因此果乾蜜餞是一個能夠讓世界看到臺灣水果的機會。蜜餞產業曾經是臺灣重要的產業之一，但隨著人物力上漲、社會需求的改變，蜜餞產業不斷萎縮，而面臨需要轉型的階段。果乾蜜餞是很多人從小的零食，隨著市場的變遷，現今果乾蜜餞販售的店家已經不單單侷限在過往的蜜餞店，果乾蜜餞的銷售大多陳列在琳瑯滿目的零食貨架上，在超市甚至便利商店都可以看到蜜餞果乾的身影，因此外包裝一定程度的影響了消費者選購的動機。本研究將目前市面上之果乾蜜餞商品收集做案例分析，目前國內市面上最常見的果乾包裝風格主要以簡約風格為主要設計編排，包裝上的圖樣風格以樣式性插畫居多，寫實性插畫／照片為其次；國外果乾包裝則為寫實性插畫／照片為主。本研究設計就在研究階段以果乾部分依文獻探討、案例分析結果，以簡約風格的「樣式性插畫」圖像風格包裝、簡約風格的「寫實性插畫／照片」圖像風格包裝、簡約風格的「向量式插畫」圖像風格包裝做包裝作為樣本，進行樣包裝圖像風格本評估問卷。包裝圖像風格樣本評估結果為簡約風格的「寫實性插畫／照片」圖像風格在消費者購買意願上呈現較高之購買意願，「向量式插畫」圖像風格次之，「樣式性插畫」則呈現最低的購買意願，以上差異經統計分析具顯著差異。

關鍵字

包裝設計；圖像風格；消費者認知；購買意願

並列摘要

Taiwan is located in the subtropical region,and there is abundant rainfall and mild climate , which is suitable for the cultivation of various fruits. It is suitable as a fresh fruit or a candied fruit. The candied fruit industry was once one of the important industries in Taiwan. However , due to the prosperity of international trade, Taiwan’s fresh fruit is already very weak in export competitiveness. Therefore , candied fruit is an opportunity to let the world see Taiwanese fruit. The candied fruit industry is shrinking and facing the stage of transformation. Candied fruit is a snack for many people’s childhood . With the changes in the market , the stores that today sell candied fruit are not limited to the past candied fruit stores. The sales of candied fruit are mostly displayed on the shelves of colorful snacks in the supermarket. Even the convenience store can see the candied fruit , so the outer packaging has a certain degree of influence on the motivation of consumers to buy. This study will be based on the case study of dried fruits and candied fruit products in the markets. Currently , the most common candied fruit packaging styles on the market are “style illustrations”，and “realistic illustrations/photographs” are second. This research is based on the literature discussion , and the case study. The case study analysis results are packaged in a simple style "style illustration" image style , the simple style "realistic illustration/photo" image style packaging , the simple style "vector illustration" Image style packaging for packaging design and design assessment questionnaire. The design evaluation result is a simple style "realistic illustration/photo" image style that presents a higher willingness to purchase in the consumer's willingness to purchase. And the "vector illustrator" image style is second, and the "style illustrator" presents the lowest purchase intention. The above differences are statistically significant.