隨著護膚品需求的持續增加以及簡約包裝設計的日益流行，現今許多美妝品牌紛紛採用極簡設計來包裝其護膚產品。本研究探討了簡約包裝設計對消費者行為的影響，特別是對知覺價值和購買意圖的影響。研究運用了刺激-有機體-反應（SOR）模型，分析簡約設計如何影響消費者情緒，以及這些情緒是否會顯著影響購買意圖。此外，研究也探討了世代差異和地區差異對消費者對簡約包裝設計反應的調節作用。 本研究透過網路問卷調查收集資料，對象為來自台灣及國際地區的護膚品女性消費者，共回收318份有效問卷，並使用結構方程模式（SEM）進行假設檢驗分析。研究結果顯示，簡約設計顯著提升護膚產品的知覺價值，尤其對於 X 世代等較年長的消費者來說，他們較容易欣賞簡約設計所帶來的功能性與實用性。相比之下，千禧世代和 Z 世代等年輕消費者則更加關注品牌真實性、社會影響力和包容性。 本研究有助於深入了解包裝設計如何影響不同世代的消費者行為，並為希望增強行銷策略與提升消費者參與度的護膚品牌提供寶貴見解。研究結果亦指出，未來的研究可進一步探討地區差異與永續性在塑造不同市場消費者對簡約設計偏好中的角色。;With the growing demand for skincare products and the increasing popularity of minimalist packaging design, many beauty brands have adopted this style for their skincare lines. This study investigates the influence of minimalist packaging on consumer behavior, with a particular emphasis on perceived value and purchase intention. Utilizing the Stimulus-Organism-Response (SOR) model, the research examines how minimalist design affects consumer emotions and whether these emotions have a significant impact on purchase intention. The study also investigates the moderating effects of generational and regional differences on consumer responses to minimalist packaging design. Data was collected via an online survey targeting female skincare consumers in Taiwan and abroad, resulting in 318 valid responses. Structural Equation Modeling (SEM) was used for hypothesis testing and analysis. The results indicate that minimalist design significantly enhances the perceived value of skincare products, particularly among older generations, such as Generation X, who appreciate the functionality and practicality of minimalist design. In contrast, younger generations, such as Millennials and Generation Z, tend to prioritize brand authenticity, social influence, and inclusivity. This study offers valuable insights into how packaging design influences consumer behavior across different generations, providing practical guidance for skincare brands seeking to refine their marketing strategies and enhance consumer engagement. The findings also suggest that future research could explore how regional differences and sustainability influence consumer preferences for minimalist design in various markets, thereby informing readers about potential future research directions.
