- 學位論文
可愛的產品包裝必勝?保健食品包裝具可愛元素與否對消費者的影響
Do Products with Cute Wraps always Win? Analysis on the Impact of Health Food with Cute Wrapping on Consumer Behaviors.
摘要
包裝可愛的產品琳瑯滿目，普通的產品只要加上別出心裁的可愛包裝，即能從競爭的市場中脫穎而出，創造龐大的商機，但可愛元素真的能適用任何情況嗎?本研究主要目的在瞭解消費者對於保健食品與一般食品的外包裝是否具有可愛元素的行為差異，以及消費者在不同情況下的影響。 本研究採取實驗法，有296位有效受測者，結果發現：消費者對於具可愛元素包裝的一般食品有較高的產品偏好、信任度及購買意願，而在具可愛元素包裝的保健食品則較低，表示消費者對於保健食品存在著謹慎的態度。深入探討在保健食品具有可愛包裝情況下發現：高產品知識會比低產品知識消費者有更低的產品偏好、信任度及購買意願。再者，高涉入程度會比低涉入程度消費者有更低的產品偏好、信任度及購買意願。最後，探討人格特質，謹慎型也會比衝動型消費者產生更低的產品偏好、信任度及購買意願。本研究可以提供行銷人員於保健食品外包裝設計策略之參考。
並列摘要
Nowadays products with cute wraps are everywhere. Comparatively, products wrapped in cute materials sell better than those that are not. The purpose of this research is to test whether this is always the case and to see how consumer behavior changes upon seeing the different wrapping. Based on 296 questionnaires, the research indicates that customers had better product preferences, trust, and purchase intentions for general products wrapping cute elements than for health food wrapping cute elements. However, for health food wrapping cute materials, consumers with higher product knowledge had lower preferences, trust, and purchase intentions than those with lower product knowledge. Furthermore, for health food wrapping cute materials, consumers with higher product involvement had lower preferences, trust, and purchase intentions than those with lower product involvement. And exploring about personality trait, the research pointed out that discreet consumers tended to have lower preferences, trust, and purchase intention than impetuous consumers did. This research is reference for marketing strategies about the wrapping of health food.