瓶裝水瓶體樣式對消費者購買意願影響之研究-以視、觸覺為例

隨著人民生活水準提升，促使消費型態逐漸的改變，現代人追求便利性，在許多地方皆能看見瓶裝水的身影，至今瓶裝水在飲料市場上佔有一席之地，現代人除了講究實際的功能之外，瓶裝水的外觀造形也成為消費者在選購時的重要因素之一。對於瓶裝水樣式的研究，分別針對平面造形(視覺)以圖紋、色彩、面積……等相關造形因素，及立體造形(觸覺)以整體造形、局部造型……等相關因素進行研究分析探討。本研究將蒐集12支瓶裝水之瓶體造形並以01~12編號表示，透過半結構式問卷及三階段實際操作實驗(視覺感受：1.裸瓶喜好度排序、2.標籤瓶喜好度排序；3.觸覺感受喜好度排序)，再針對12瓶刺激物進行各項造形因素分類及界定，探討影響在視覺感受主觀性喜好度排序差異性的造形因素；影響觸覺感受實驗喜好度排序的造形因素，進行相關的數據資料分析與研究。透過各階段實驗結果及各項造形因素權重分析探討得知，視覺感受喜好度的影響因素多半是以單一一項造形因素為主要原因，而在觸覺感受上，每項造形因素都有著相互影響的關聯性；無論是從視覺感受上或是觸覺感受實驗上都可以發現瓶體紋路及瓶體形態都是兩者共通的影響因素。本研究在挑選實驗樣本的同時，也將近年來環保議題的瓶體納入其中，也因環保意識抬頭，許多品牌在設計瓶裝水瓶體的同時將整個塑膠原料用量減少，造成多項造形因素的改變，讓使用者在操作上感到不舒適及不安全感的產生。這樣的結果可以讓我們去省思，在減量得前提下，如何設計出讓使用者感到舒適安全及便利性的瓶裝水瓶體造形。

關鍵字

瓶體造形、喜好程度、視覺感受、觸覺感受

並列摘要

With the enhanced standard of living that brings about changes in consumption behavior, convenience is a highly prized factor among modern people. Bottled water is available in many places, and has carved out a place in the beverage market. Besides practical functions, modern people attach importance to the appearance and design of mineral water bottles; these have become determining factors for customer purchase intention. This study explores the effects of mineral water bottle designs by analyzing their graphic design (visual), such as patterns, color, the area the patterns take up in relation to the bottle size, and other aspects, as well as 3-D design (tactile), such as the overall or partial bottle design, and other elements. Twelve types of mineral water bottles were used to obtain data concerning their designs. Semi-structured questionnaires and an experiment comprising a three-phase actual operation were adopted (visual perception), including: 1. the preference order of unlabeled bottles; 2. the preference order of labeled bottles; and 3. The preference order based on tactile perception. The visual/tactile stimulants, that is, these 12 bottles, were categorized and defined in regard to their design elements in order to explore the effects of design elements, based on visual perception, on the differences of subjective preference order, as well as the preference order based on tactile perception. Related statistical data were analyzed and studied. Through the analysis of the experiment results in each phase and the weighting analysis of the factors, single design elements can mostly determine the preference based on visual perception, while in terms of tactile perception, design elements are correlated and mutually influencing. Both visual perception and tactile perception experiments indicate bottle patterns and shapes as the influencing factors. In choosing experimental samples, the bottles that were designed in response to the environmental protection concerns over recent years were also included in this study. Due to the increased awareness of environmental protection, many mineral water brands cut down the use of plastic in the bottle design, causing changes in various design elements that make users feel uncomfortable and insecure when using these bottles. Such an outcome deserves reflection concerning how to design a mineral water bottle that is comfortable and convenient to use, based on the premise cutting down on plastic; this is an issue that needs to be resolved by those involved in design.