包裝視覺設計與包裝類別對知覺價值之影響－
以情境與產品類別為例

隨著生活水準的提高與進步，帶來許多前所未有的新奇與便利，許多產品與包裝吸引消費者的目光，刺激了人們對於購物的慾望。產品所搭配的包裝設計與包裝類型上對於消費者的知覺價值也是備受關注之議題之一。根據朱如幸（2003）發現外觀、美感、顏色為吸引消費者重要因素，吳念庭（2013）加入包裝特徵探討包裝設計對知覺價值之影響，證實綠色包裝會提高顧客知覺價值及公司的信任感，因此提出包裝視覺設計對知覺價值影響之探討。李清華（2005）說明塑膠袋與紙袋對於環境的衝擊程度，黃裕宸、王文雄、杜瑞澤（2016）解釋了精緻包裝可能為消費者帶來較高的價值感，為瞭解不同包裝對於知覺價值的影響，本研究將包裝類別分為：塑膠袋、紙袋、精緻包裝、環保包裝，探討不同包裝類別對知覺價值之影響。另外，Assael (1995)指出消費者、情境和產品三者之間會互相影響之後才會產生消費者的購買行為，而行銷管理辭典（楊必立與劉水深，1988）將消費品分為便利品、選購品、特殊品、忽略品，並解釋各項類別的特徵，以上述文獻為基礎本研究探討在不同的消費情境與產品類別中所搭配的包裝是否影響消費者知覺價值。本研究使用便利抽樣法，利用4×2×2的實驗組合，受測對象年齡為18至55歲具有經濟能力之族群，並扣除無效問卷後，有效問卷為325份，再透過SPSS統計軟體進行分析。研究結果發現，（1）消費者在包裝視覺設計的審美性、環保性上對「情感價值」有顯著影響，顯示消費者在購買時會選擇使自己愉悅的包裝，企業在包裝設計上可針對消費族群做特別的吸引及促銷活動。（2）包裝類別對於消費者知覺價值有部分顯著影響，其中紙袋在知覺價值構面當中皆顯示優於其他包裝，因此店家在選擇包裝上，紙袋是相較安全且能給消費者較高的價值感。（3）加入情境因素後發現會部分干擾包裝類別對知覺價值的影響，其中「情感」與「品質」知覺在不同情境下包裝類別有不同顯著影響，顯示不同消費情境可能因考量目的不同或節日的需求而改變消費者知覺價值。（4）產品類別為干擾發現，產品類別（便利品、選購品）在包裝知覺價值上有部分干擾效果，其中紙袋在情感與社交知覺上顯示優於其他包裝，可能因考量不同產品屬性以及目前大眾所使用的包裝有關，紙袋在兩項產品類別中是最適合的包裝搭配。（5）相對其他包裝，免費的紙袋有較高而顯著的貨幣知覺；紙袋與環保包裝，在各項包裝中皆有較高而顯著的知覺價值，證實近年來環保意識的上升，建議可加入環保特性之包裝。

關鍵字

包裝視覺設計；產品包裝；知覺價值；消費情境；產品類別

並列摘要

With the improvement of living standards, it has brought many unprecedented imaginativeness and conveniences. Many products and packaging attract consumers' attention and stimulate people's desire for shopping. Consumer’s perceived value of the packaging design and type is also an important issue. According to the following researches, Ru-Shing Ju (2003) found that appearance, beauty and color are important factors to attract consumers. Wu, Nien-Ting (2013) discussed the influences of packaging design for consumers’ perceived value. And he confirmed that green packaging will enhance customer perception value and customer confidence. Therefore, this study discusses the influence of packaging visual design on perceived value. Lee, Ching-hwa (2005) explained the impact of plastic bags and paper bags on the environment. Yu-Chen Huang (2016) explained that advanced packaging may bring a high sense of value to consumers. As a result, this study divides packaging categories into four types: plastic bags, paper bags, delicate packaging, environmentally friendly packaging to understand the impact of different packaging on perceived value. In addition, Assael (1995) pointed out that consumers, situations and products will affect each other before the behavior of consumer purchases. Besides, The Marketing Management Dictionary (Yang Bili and Yan Shui-shen, 1988) divides consumer goods into the following four categories: convenience products, shopping goods, special goods and unsought goods, and it explained the different features of each categories. Based on these literatures, this study investigates if the different consumer situations product category and packaging will influence the customer perceived value. In this study, a convenient sampling method based on a 4×2×2 experimental design was used. The subjects were 18 to 55 years old with economic ability. After deducting the invalid questionnaire, the effective questionnaire was 325, and then analyzed by SPSS statistical software. The results of the study,（1）Packaging visual design which includes intelligibility and aesthetics has significant on consumers perceived value. Consequently, company can implement special attraction and promotion activities in packaging design for various consumer groups.（2）Packaging category has a partially significant impact on the consumer perceived value, especially in paper bags. Therefore, the stories choosing the paper bags may be more suitable and it can also give consumers a sense of high worth and can be regarded as a relatively choice.（3）It is found that situational factors will partially interfere with the impact of packaging categories on perceived value. Emotion and quality perception have different significant effects on packaging categories in different situation. It is shown that different objects or in order to meet the needs of festivals changed the perceived value of consumers in different consumption situation.（4）When using product category as moderator variable, we found that convenience goods(fruits) and shopping goods(clothes) would partially interfere with the impact of packaging on perceived value. It may be related to the attributes of different products and the packaging currently used by public. Paper bags were the most suitable packaging in the two product categories. （5）Compared with other packaging, free paper bags have a high and significant currency perception. Otherwise, Paper bags and environmentally friendly packaging have high and significant perceived value in other packaging. In conclusion, the design of packaging may consider environmentally friendly characteristic, which is also conform to the rising environmental awareness in recent years.