產品包裝設計與化妝品之購買意圖： 探討生活型態與消費者認知之中介

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武氏蓉(Vu Thi Nhung) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

產品包裝設計與化妝品之購買意圖：探討生活型態與消費者認知之中介
(Package Design and Purchase Intention of Cosmetics: Mediated by Consumer Cognition and Lifestyle)

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摘要(中)

包裝設計是影響消費者購買意圖的原因之一，一般以文字、圖形、色彩、造型等視覺要素進行探討。消費者認知是消費者透過辨識、興趣、慾望、行動，對所處環境中的刺激選擇而組織成一個合適的圖像。生活型態是人們表現在活動、興趣與意見上的生活方式。本研究以化妝品為例，探討包裝設計對購買意圖的直接影響，以及消費者認知與生活型態，是否會中介兩者間之關係。研究共發放250份問卷，實際有效問卷為210份。透過階層迴歸，本研究發現：（1）包裝設計中的色彩、圖像、文字，對購買意圖有正向關係；（2）消費者認知中介包裝設計中的色彩、圖像、文字，與購買意圖之關係；（3）生活型態中介包裝設計中的色彩、圖像、文字，與購買意圖之關係。

摘要(英)

Package design is one of the factors that influence purchase intention, often explored in terms of text, graphics, color, and packaging. Consumer cognition is the process through awareness, interest, desire, and eventually action among the stimuli around the environment. Lifestyle refers to the activities, interests, and opinions about life. Using cosmetics as the target of study, the present research explored the relationship between package design and purchase intention, as well as whether consumer cognition and lifestyle may mediate such relationship. A total of 250 questionnaires were given out, and 210 valid responses were used for data analysis. Through hierarchical regression, it was found that (1) text, graphics, and color of package design was positively related to purchase intension; (2) consumer cognition mediated such relationship; (3) lifestyle also mediated such relationship.

關鍵字(中)

★ 包裝設計
★ 購買意圖
★ 消費者認知
★ 生活型態
★ 化妝品

關鍵字(英)

★ package design
★ purchase intension
★ consumer cognition
★ lifestyle
★ cosmetics

論文目次

摘要 i
Abstract ii
誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章緒論 1
1-1 研究背景與動機 1
1-2 研究目的 1
1-3 研究流程 2
第二章文獻探討 4
2-1 購買意圖 4
2-2 包裝設計 6
2-3 消費者認知 11
2-4 生活型態 14
第三章研究方法 18
3-1 研究架構 18
3-2 研究對象 18
3-3 研究工具 18
3-4 研究步驟 19
第四章研究結果 21
4-1 樣本描述性統計 21
4-2 信度分析 22
4-3 效度 22
4-4 相關分析 22
4-5 迴歸分析 24
4-6 階層迴歸分析 26
第五章結論與建議 33
5-1 研究討論 33
5-2 研究結論 35
5-3 管理意涵 35
5-4 研究限制與未來建議 36
參考文獻 38
附錄：研究問卷 42

圖目錄
圖1 研究流程圖 3
圖2 研究架構 18

表目錄
表1 包裝定義 6
表2 生活型態的四層面 15
表3 樣本描述統計 21
表4 各研究變數信效度分析表 22
表5 相關係數的強度大小與意義 23
表6 主要研究變項之相關矩陣 23
表7 包裝設計與購買意圖之迴歸分析 24
表8 包裝設計與消費者認知之迴歸分析 25
表9 消費者認知與購買意圖之迴歸分析 25
表10 包裝設計與生活型態之迴歸分析 26
表11 生活型態與購買意圖之迴歸分析 26
表12 生活型態與消費者認知之迴歸分析 26
表13 消費者認知對包裝設計與購買意圖之中介效果 28
表14 生活型態對包裝設計與購買意圖之中介效果 29
表15 消費者認知與生活型態對包裝設計與購買意圖之中介效果 30
表16 以SPSS之PROCESS來探討中介變項與其效果 32
表17 研究結果總表 35

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指導教授

杜秉叡(Ben-Roy Do)

審核日期

2016-8-3

推文