以層級分析法探討包裝設計關鍵成功因素之研究

本研究的目的在於尋求影響食品包裝設計的關鍵因素，首先根據過去相關文獻進行分析，並收集初步準則結構，同時總結影響消費者購買的各種因素，建構包裝設計重要因素權重體系，研究人員並以訪談了產官學界，由各專家們提供意見來進行問卷調查及使用層級分析法 (Analytic Hierarchy Process, AHP)，將包裝設計準則建立評分項目的層級架構圖，共分為「包裝外觀」、「包裝功能」、「行銷策略」及「品牌」為四個主要構面，再依四個主要構面列舉次要十二個準則，接著由各專家們填寫問卷後，計算出層級分析圖各層級指標的相對權重值，具經驗之設計師在規劃專案時，不將只是把視覺掌握和結構創新，更主要是能夠了解背後所影響消費者購買的因素。根據研究結果，全體專家針對四大構面之權重排名以「品牌」最前，「包裝功能」排最末位；準則權重排名以「包裝的視覺」居首，「市場競爭力」排最末位。構面與準則權重較重者，固然為專家們所認同，同時也是產業經營不可或缺、須格外重視並維持的項目或方向；然而權重較輕的項目，可再適當調整思考方向及觀念後，興許能成為產業界提升產業升級的關鍵因素。

關鍵字

層級分析法；包裝設計；關鍵因素

並列摘要

The purpose of this study is to identify key factors that affect food packaging design. Firstly, relevant literature is reviewed to collect initial principles of factors that may influence consumer’s buying behavior, thus to further summarize the importance weights for the elements of packaging design. To conduct this study, I have interviewed experts from industry, government, and academia to obtain opinions by applying Analytic Hierarchy Process (AHP) method to questionnaires survey. In doing so, the packaging design criteria is established into a hierarchical framework, consisting of four main dimensions, which are "Packaging Appearance,""Function of Packaging," "Marketing Strategy," and "Brand”, while twelve subcriterion are listed under the four main dimensions. Relative weights of the criterion layer index in the framework are calculated after the experts filled out the questionnaires. The result may help experienced designers master both visual and structural innovation. Most importantly, this study can give them have better understanding the factors of why consumers chose the products when they plan a new packaging design. According to the research, all experts ranked "Brand" in the outmost importance among the four dimensions, and "Function of Packaging " the least. As for the subcriterion weight rankings, "Packaging Visuals" ranked the highest, while "Market Competitiveness" the lowest. The dimensions and subcriterion with higher weights are acknowledged by the experts and are indispensable for industry operation which should be emphasized and maintained. However, items with lower weights could be further adjusted in thinking direction and concept to become key factors in upgrading the industry.