夾娃娃機商品包裝對顧客吸引力影響之研究

2016年全球景氣低迷，人民普遍賺的少花得更少，在這種風氣下「小確幸」的生活風格在大眾中蔓延開來，像夾娃娃機這種花幾個10元銅板就有機會夾到商品的快樂，加上各種媒體的討論及撥放，使越來越多的人會有興趣或嘗試去遊玩，因此夾娃娃機機台的需求數量上升。但越來越多人的加入就代表著市場的飽和，因此許多人預估夾娃娃機在台灣很快會泡沫化。不過，夾娃娃機產業不至於會完全泡沫化，因為還是有很多人熱愛夾娃娃。所以目前應該是進入「整理階段」，「僧多粥少」，業者若沒有做出差異性，就會被市場淘汰。也就是競爭力不足的夾娃娃機店走向倒閉，而符合市場需求者則繼續存活。本研究將從商品包裝上進行著手，以不同的包裝形狀、材質、色彩來進行分析，探討商品的包裝是否是影響顧客吸引力。而本研究採用李克特量表問卷設計方式進行分析與統計，並且在桃園區、大溪區與八德區內10間夾娃娃機店內尋找正在遊玩的顧客進行問卷調查。經調查結果分析後得到以下的結論：一、不同包裝設計中的形狀、材質、色彩三個因素中只有包裝材質對顧客吸引力有顯著性的影響。二、三個因素對不同性別族群顧客吸引力皆沒有顯著性的影響。三、三個因素對不同年齡層族群顧客吸引力皆沒有顯著性的影響。四、三個因素對不同收入族群顧客吸引力皆沒有顯著性的影響。據此，本研究建議商家在設計夾娃娃機商品包裝時，先以包裝的材質進行考慮。而包裝材質的優先抉擇順序為鐵盒優於紙盒、優於塑膠盒。對於包裝形狀的抉擇優先順序為圓柱形優於四邊形、優於六邊形。對於包裝色彩的優先抉擇順序為粉紅色優於藍綠色與黑色。

關鍵字

夾娃娃機；包裝設計；顧客吸引力；形狀；材質；色彩

並列摘要

In 2016, the global economy was sluggish. People generally earn less and spend less. In this climate, the life style of "small fortunate" spreads among the public, such as a claw machine and a few 10 yuan copper plates. The joy of having the opportunity to catch the product, coupled with various media discussions and playback, has made more and more people interested or try to play, so the demand for claw machine machines has increased. But more and more people are joining, which means the market is saturated, so many people predict that the claw machine will soon become a bubble in Taiwan. However, the doll machine industry will not be completely bubbled, because there are still many people who love dolls. So now it should be entering the "finishing stage", "more monks and less porridge." If the industry does not make differences, it will be eliminated by the market. That is to say, the claw machine shop that is not competitive is going to close down, while those that meet market demand continue to survive. This research will start from the packaging of commodities, analyze different packaging shapes, materials, and colors, and explore whether the packaging of commodities affects customer attractiveness. In this study, the Likert scale questionnaire design method was used for analysis and statistics, and the questionnaire survey was conducted by looking for customers who were playing in 10 claw machine shops in Taoyuan District, Daxi District and Bade District. After analyzing the survey results, the following conclusions are obtained: 1. Among the three factors of shape, material, and color in different packaging designs, only the packaging material has a significant impact on customer attractiveness. Second, the three factors have no significant impact on the attractiveness of customers of different gender ethnic groups. 3. The three factors have no significant influence on the attractiveness of customers of different age groups. Fourth, the three factors have no significant impact on the attractiveness of customers of different income groups. Based on this, this research suggests that when designing the packaging of the claw machine product, the merchant should first consider the packaging material. The priority of packaging materials is that iron boxes are better than paper boxes and plastic boxes are better than plastic boxes. The priority order of the packaging shape is that cylindrical is better than quadrilateral, and is better than hexagon. The priority order for packaging colors is pink over blue-green and black.