| 摘要: | 隨著環保意識的日益提高，消費者對於產品包裝材料的選擇越來越重視其對環境的影響，尤其是回收再利用材料（如rPET）在食品和飲料包裝中的應用。然而，儘管rPET材料在環保領域具有顯著優勢，消費者對其的認知和接受度仍然存在諸多挑戰。本研究旨在探討自變數「功」與「過」對消費者行為的影響，並分析產品類別、代言人及廣告文宣順序等干擾變數如何改變消費者對rPET包裝產品的態度與行為。
本研究採用兩個實驗設計，實驗一專注於產品類別對消費者態度的影響，實驗二則進一步探討代言人選擇及廣告文宣順序的差異對消費者反應的作用。具體而言，實驗一中，自變數為「功」（環保效益）和「過」（健康風險），干擾變數為兩種產品類別，菠樂公司推出的水果飲以及口渴樂公司的純水；實驗二則將干擾變數設為代言人（家醫科醫師與偶像歌手）和廣告文宣中「功」與「過」的呈現順序與人口統計變項，分析不同順序是否會顯著影響消費者對產品的認知與偏好。研究透過問卷調查法收集資料，針對288位消費者進行測量，主要評估消費者在接觸不同實驗條件後，對「健康疑慮」、「環保態度」、「喜好程度」、「購買意願」及「願付價格」等方面的反應。問卷採用Likert量表，量化消費者對各項因素的態度。研究結果將有助於深入了解自變數及干擾變數對消費者行為的影響，特別是它們如何影響消費者的購買決策及對環保與健康的關注。
本研究預期可為企業提供實證依據做為參考，幫助品牌在行銷策略中更有效地運用代言人、廣告順序和產品類別等元素，根據受訪者的回覆來瞭解進而提升消費者對rPET包裝產品的接受度和購買意願。此外，研究結果也能為環保包裝的推廣提供有價值的見解，促進企業在可持續發展方面的策略調整，並推動更具社會責任感的消費行為。;With the increasing awareness of environmental protection, consumers are placing more emphasis on the environmental impact of product packaging materials, particularly the use of recycled materials such as rPET (recycled polyethylene terephthalate) in food and beverage packaging. However, despite the significant environmental advantages of rPET, consumer recognition and acceptance of this material still face numerous challenges. This study aims to explore the effects of the independent variables "pros" (environmental benefits) and "cons" (health risks) on consumer behavior, and to analyze how moderating variables such as product category, spokesperson, and advertising message sequence influence consumers′ attitudes and behaviors toward rPET-packaged products.
The study employs two experimental designs. Experiment 1 focuses on the impact of product category on consumer attitudes, while Experiment 2 further examines how the choice of spokesperson and the sequence of advertising messages affect consumer responses. Specifically, in Experiment 1, the independent variables are "pros" (environmental benefits) and "cons" (health risks), with moderating variables being two product categories: a fruit drink launched by the company Bolero and purified water from Quenching Water. In Experiment 2, the moderating variables are the choice of spokesperson (a family doctor vs. an idol singer) and the sequence of presenting "pros" and "cons" in the advertising messages. The aim is to determine whether different sequences significantly influence consumer perceptions and preferences for the product. Data will be collected through a questionnaire survey, targeting 288 consumers. The survey will measure consumer reactions to various factors after exposure to the different experimental conditions, including「health concerns」,「environmental attitudes」,「product preferences」,「purchase intentions」, and 「willingness to pay」 A Likert scale will be used to quantify consumers′ attitudes toward each factor. The findings of the study will help to gain deeper insights into how both independent and moderating variables affect consumer behavior, particularly in terms of purchasing decisions and concerns about health and the environment.
This research is expected to provide empirical evidence for businesses, helping brands to more effectively utilize spokespersons, advertising sequence, and product categories in their marketing strategies, thereby increasing consumer acceptance and purchase intention for rPET-packaged products. Additionally, the results could offer valuable insights into promoting environmentally friendly packaging, assisting companies in adjusting their sustainability strategies, and fostering more socially responsible consumer behavior. |
