食物透明包裝與尺寸大小對消費的影響

本研究的目的，主要是在探討食物透明包裝與尺寸大小對消費意願的影響。本研究總計發放600份問卷，有效問卷573份。實驗一採3(包裝特性)×2(視覺吸引力) 二因子獨立樣本實驗設計，包裝特性分為透明、不透明、及實品圖示；視覺吸引力分為黑色、及彩色；以購買意願和食品消耗控制為依變項；以產品喜好度作為共變數，調節變項為飢餓感及自我外觀重視程度，進行多變量共變異數分析。實驗二採3(包裝特性) ×2(產品尺寸) 二因子獨立樣本實驗設計，包裝特性分為透明、不透明、及實品圖示；產品尺寸分為大、及小；以購買意願和食品消耗控制為依變項；以產品喜好度作為共變數，進行多變量共變異數分析。研究結果發現，其中「包裝特性-透明」程度高會比「包裝特性-實品圖示」及「包裝特性-文字」更容易提升消費者購買意願。其次，產品的色彩度越高並無法提升消費者購買意願。產品的尺寸越小並無法提升消費者購買意願。

關鍵字

包裝特性；食品消耗控制；透明；自我外觀重視程度；飢餓感

並列摘要

The purposes of this study are to investigate the effects of transparent packages and food size on the consumption intention. A total 600 questionnaires were handed out and 573 effective ones were received back, and analysis was based on those samples. In Experiment 1, a 3 × 2 factorial design with three variations in packaging features (transparent, opaque and real product icon) and two types of visual appeal (black, and colorful) was employed. The dependent variables were purchase intention and food consumption control. The covariate variable was product preference. The moderators were hunger and appearance self-esteem. A two-way MANOVA was used to analyze the data. In Experiment 2, the mood was induced through a recall task. A 3 × 2 factorial design with 3 packaging features (transparent, opaque and real product icon) and 2 product sizes (big and small) was used. The dependent variables were purchase intention and food consumption control. The covariate variable was product preference. A two-way MANOVA was used to analyze the data. The results showed that the difference in transparent effects would result in different purchase intention and food consumption control. The result implied that transparent level yields significantly better effect than opaque and real product icon packages on purchase intention. Next, findings suggest that there is no relationship between visual appeal and purchase intention. Smaller product size can not to improve purchase intention.