茶飲節日包裝設計對購買意願之影響

The Influence of Tea Festival Packaging Design on Purchase Intention

陳珺(CHEN， JUN)

指導教授 ： 陳春富

國立臺北商業大學/創新設計與經營學院/創意設計與經營研究所/碩士(2021年)

摘要

在受全球疫情影響，經濟萎靡不振的背景，以及大陸消費新升級的前提下，現製茶飲這一行業擁有廣闊的市場藍海，且相較於其他行業，茶飲業對其產品的包裝更為重視。現製茶飲市場新進入者眾多，茶飲的包裝設計已成為行業內共同關注之話題。但在現有的研究資料中，研究者多關注於茶飲具體包裝設計的研究，停留於對其表面視覺、觸覺等要素之探討，極少從根源上分析現製茶飲包裝設計對其品牌認知、消費者購買意願之影響，並且少有研究節日行銷涉入的包裝設計之影響。本研究為彌補其研究空缺，以中國大陸新式茶飲品牌的包裝設計為研究之主題，將節日的包裝設計為樣本進行研究調查，根據相關文獻的探討與問卷調查的方法，針對中國大陸的消費者進行調查，採用SPSS 26.0統計軟體進行資料分析。研究結果發現：1.茶飲包裝設計對消費者購買意願存在顯著性差異；2.茶飲包裝設計對品牌認知存在顯著性差異；3.品牌認知對購買意願存在顯著性差異；4.品牌認知在茶飲包裝設計與購買意願之間具有中介效果；5.節日的涉入對於包裝設計與購買意願之間不具有調節作用。期望籍此研究結果能瞭解消費者對茶飲包裝設計的評價，得出具體影響的因素，並為想通過針對不同消費者的喜好改進產品包裝設計，而有效提升品牌認知度和消費者購買意願的企業提出行銷建議，和未來差異化包裝設計的創新發展。

關鍵字

茶飲行業 ； 包裝設計 ； 品牌認知 ； 購買意願 ； 節日行銷

並列摘要

Due to the global epidemic, terrible economic downturn and the new upgrading of mainland consumption, with regards to the current tea making industry, it has had a broad marketing prospect. In comparison with other industries, the tea industry thinks highly of the packaging of its products. For the tea drinking market made on site, its packaging design has become a topic of common concern in the industry. However, considering the existing research data, the study of tea specific packaging design can be payed more attention to by the researchers, they should continue to discuss the surface visual, tactile elements, while seldom analyzes the impact of the current tea packaging design on its brand cognition and consumer purchase intention from the roots and rarely studies the impact of the packaging design involved in holiday marketing. In the study, in order to make up for research vacancy, taking the packaging design of Chinese mainland new tea brand as the theme, the festival packaging was designed as samples for research and investigation. In accordance with the relevant literature discussion and questionnaire survey methods, SPSS 26.0 statistical software is used for data analysis.
It‘s found that 1. Tea packaging design significantly varies with consumers' willingness to buy； 2.Tea drink packaging design has significant differences in brand cognition; 3. Brand cognition is significantly different in the purchase intention; 4. Brand cognition has an intermediary effect between the tea packaging design and the purchase intention; 5. The involvement of the festival does not adjust between the packaging design and the willingness to buy. It's expected that the impact of consumers 'evaluation of tea packaging design can be understood based on the research result and specific factors are obtained. In addition, it's also to effectively improve brand awareness and consumer willingness to make marketing suggestions, and future innovative development of differentiated packaging design by improving product packaging design for different consumer preferences.

並列關鍵字

Tea Industry ； Packaging Design ； Brand Cognition ； Purchase Intention ； Festival Marketing

參考文獻

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on The Value of a Brand Name. New York: The Free Press.

Bhat, S & Reddy, S.K. (1998). Symbolic and functional positioning of brands. Journal of consumer marketing, 15(1), 32-43.

Biel, A. (1992). How brand image drives brand equity. Journal of Advertising Research, 47(32), 6-12.

Brockgreitens, J., & Abbas, A. (2016). Responsive food packaging: Recent progress and technological prospects. Comprehensive Reviews in Food Science and Food Safety, 15(1), 3-15.

Buil, I., de Chernatony, L., & Martinez, E. (2008). A cross‐national validation of the consumer‐based brand equity scale.Journal of Product & Brand Management, 17(6), 384-392.