你會吃得更多還是更少？透明包裝對於點心的消費效果

Do You Eat More or Less? Effects of Transparent Package on Consumption of Snack Foods

陳品禎(Ping-Chen Chen)

指導教授 ： 方文昌 ； 丁珮如

國立臺北大學/商學院/企業管理學系/碩士(2015年)

摘要

包裝已經成為現在很重要的行銷工具，市面上有各式各樣的食物可供選擇，行銷人員應該妥善運用包裝這項行銷溝通工具來快速吸引消費者的目光。包裝可以增加消費者對產品的注意並且在消費者的心中產生聯想及覺察，許多研究提出這些食物包裝的外部線索可以影響消費者的認知、態度以及行為，然而消費者還沒有察覺到這些包裝線索已經影響了他們的消費。由於食物的種類繁多，各種行銷方式不盡相同，為了在市場上取得高市占率，行銷人員要很精準的鎖定自身產品種類的目標客群，因此我們只針對一項產品進行不同包裝要素的實驗。在本篇研究中，總共有三個實驗來檢測點心食物的消費，我們使用目前市面上很常見的食品包裝-透明包裝，以及其他包裝要素-包裝大小、產品單位照片和消費型圖片進行實驗。本篇研究目的為探討透明包裝的效果以及其他包裝要素的交互作用，我們想要知道在點心這項產品上，哪一種包裝要素適合透明包裝和不透明包裝。研究結果顯示，在大包裝時，使用不透明包裝較能吸引消費者，在小包裝則是透明包裝；在不透明的大包裝時，產品單位照片多以及消費型圖像較能吸引消費者，而透明小包裝則是產品單位照片少以及食物圖像，促使消費較少的原因為透明包裝的監督效果大於明顯效果。本研究得知如何有效使用這些包裝要素來促使消費最大化，並為不同需求的消費者提供購買零食的依據。

關鍵字

明顯效果 ； 外部條件 ； 影像 ； 食物消費 ； 包裝

並列摘要

Nowadays, packaging has become an innovative communication tool in marketing. There are so many food categories in the marketplace, in order to promptly attract customer attention and then trigger a purchase, we have to make good use of package. Packaging helps draw attention to the product and create additional associations and awareness of the product in the consumer’s mind. Numerous research has examines that this external food cues can influence consumers’ perception, attitude, and behavior. However, consumers are not aware of the packaging external cues that influence their consumption. In this paper, we focus on the role of transparent package, a common package in the food market, and other packaging factors such as package size, product unit image, and consummatory image on snacks food consumption. We present three studies and aim to one product type to conduct our research that involves different package factors. The primary purpose of current research is to investigate the interaction between the effect of transparent package and three package characteristics. First, in the large package condition, participants ate less from the transparent package than from the opaque package, as for small package, participants ate more from the transparent package than from the opaque package. The large, transparent package dominates the monitoring effect so that the net effect of packaging transparency on the consumption of large size is negative. Second, large/opaque package correspond to theory that more product unit image would consume more than fewer product image, but in the small/transparent condition, the package with more product unit image was consumed less than the package with fewer product unit image. Finally, participants consumed more of the chocolate when presented with large/opaque package that displayed consummatory image, as for the small/transparent condition, the package with consummatory image was consumed fewer than the package with food image. This research provides guidance for food marketers on when to use these package factors to maximize consumer’s consumption.

並列關鍵字

Salience effect ； External cues ； Images ； Food consumption ； Packaging

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