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系統識別號 U0026-1507201317000300
論文名稱(中文) 商品包裝設計、品牌形象、產品涉入對購買行為之影響—以我國啤酒市場為例
論文名稱(英文) The Effect of Package Design, Brand Image and Product Involvement on Purchase Behavior-Beer as Example
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 101
學期 2
出版年 102
研究生(中文) 劉芸愷
研究生(英文) Yun-Kai Liu
學號 R47001076
學位類別 碩士
語文別 中文
論文頁數 91頁
口試委員 指導教授-劉宗其
口試委員-吳立偉
口試委員-陳正忠
口試委員-許永明
中文關鍵字 包裝設計  品牌形象  產品涉入  購買行為 
英文關鍵字 package design  brand image  product involvement  purchase behavior 
學科別分類
中文摘要 2012年,臺灣菸酒公司推出新的水果口味啤酒,上市一個半月銷售即超過五百萬瓶,全年度啤酒銷售成長8%。面對市場眾多競爭的品牌,消費者究竟考量哪些因素去選購?過去的研究顯示考慮的因素包含有價格、品牌、包裝設計、促銷等,然而這些因素對消費者購買啤酒實際影響的程度如何則不得而知。本研究係針對產品的包裝設計與品牌形象進行研究,探討其對消費者購買行為的影響。由於文獻顯示產品涉入會影響消費者的購買行為,故在本研究中加入產品涉入為干擾變數,探討其對包裝設計、品牌形象與消費者啤酒購買行為之間的干擾效果。
本研究選擇啤酒購買的主要消費族群 (上班族)為研究對象,以啤酒四大品牌主力商品為參考樣品,採人際脈絡便利抽樣,回收及過濾出346 份有效問卷,使用驗證性因素分析及階層迴歸分析來檢定各項假說是否成立。研究結果發現:包裝設計的設計風格與視覺設計對購買行為均有顯著與正向的影響;品牌形象的產品形象、企業形象與國家形象對購買行為皆有顯著正向的影響;產品涉入對包裝設計與購買行為的干擾效果不明顯;產品涉入對品牌形象與購買行為有干擾效果不成立。
本研究歸納出三點管理實務建議,提供業者經營策略的參考。建議包裝設計提供價值差異,針對消費者需求與包裝劣勢做改善,提供差異化產品,以刺激消費者購買慾望;品牌形象提升認同感,企業善盡社會責任,重視公益環保,可營造優良的企業形象,增加消費者對品牌的信賴感;靈活運用行銷手法來提高銷售量。
英文摘要 The Taiwan Tobacco and Liquor Corporation introduced a new fruit flavor of beer, which had sold more than five million bottles in the first one and a half months with 8% sales growth in 2012. While choosing many competing brands in the market, what factors will the consumers consider about? Past studies have shown that price, brand, packaging design and promotion were some of the answers. However, the extent of these factors actually impact on how consumers purchasing beer is still unknown. This study for the product packaging design and brand image examined its impact on consumer buying behavior. Because literatures have shown that product involvement will affect consumer buying behavior, this study added product involvement as a moderating variable to explore the effect in packaging design, brand image and consumer beer purchasing behavior.
This study chose a major consumer groups (workers) as the research object and four main beer brand commodities were chosen as reference samples. The study mined convenience samples by interpersonal relations, recovered and filtered out the 346 valid questionnaires, using confirmatory factor analysis and hierarchical regression analysis to test the hypothesis whether substantiated. The results showed that: the design style and the visual design of packaging design on purchase behavior have significant positive direct influence; the product image, corporate image and country image of the brand image on buying behavior have individually significant positive direct influence; product involvement on packaging design and buying behavior interference effect is not obvious; product involvement on brand image and purchase behavior of interference effect is not established.
The study concludes three recommends on management practices, providing reference for industry business strategy. Differentiation in packaging design to provide value for consumer and to improve the product inferior to deliver differentiated products to stimulate consumers’ desire; Enhance the brand image to identity and fulfill corporate social responsibility, attention to public welfare and environmental protection to create a good corporate image, increasing consumer trust in the brand; Flexibly using marketing techniques to increase sales.
論文目次 口試合格證書 I
摘 要 II
ABSTRACT III
誌 謝 IV
目 錄 V
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍 2
第四節 研究流程 3
第二章 文獻探討 4
第一節 包裝設計理論與相關研究 4
壹、包裝(packaging) 4
貳、包裝的分類 5
參、包裝設計 6
第二節 品牌形象(BRAND IMAGE) 9
壹、品牌(brand) 9
貳、品牌形象 10
參、產品形象 13
肆、企業形象 14
伍、品牌國形象(國家形象) 15
第三節 涉入理論(INVOLVEMENT THEORY) 16
壹、涉入的定義 16
貳、涉入分類 16
參、涉入的衡量 18
肆、涉入對消費行為的影響 20
第四節 購買行為(PURCHASE BEHAVIOR) 20
壹、消費者行為 20
貳、消費者行為模式 21
參、購買決策 22
第五節 我國啤酒市場現況 22
壹、啤酒簡介 23
貳、主要品牌簡介 24
第三章 研究方法 29
第一節 研究假說 29
壹、包裝設計與購買行為的關係探討 29
貳、品牌形象與購買行為的關係探討 29
參、涉入的影響 30
第二節 研究架構 31
第三節 變數定義與衡量 32
壹、包裝設計的構面 32
貳、品牌形象的構面 34
參、產品涉入程度的構面 36
肆、購買行為的構面 37
第四節 問卷與抽樣設計 38
第五節 資料分析方法 46
第四章 實證分析 49
第一節 敘述性統計分析 49
第二節 信度與效度分析 53
第三節 假說檢定 60
第五章 結論與建議 66
第一節 實證結果與討論 66
第二節 管理意涵 68
第三節 研究的限制 69
第四節 後續研究的建議 70
參考文獻 71
附錄 79


表目錄
表2-1:MCQUARRIE 產品涉入程度量表 19
表2-2:91~101年各年別國產及進口啤酒類數量表 23
表3-1:設計風格的操作定義 32
表3-2:視覺設計的操作定義 33
表3-3:產品形象的操作定義 34
表3-4:企業形象的操作定義 35
表3-5:國家形象的操作定義 35
表3-6:涉入程度的操作定義 36
表3-7:購買行為的操作定義 37
表3-8:前測問卷-設計風格的信度與效度分析 39
表3-9:前測問卷-視覺設計的信度與效度分析 40
表3-10:前測問卷-產品形象的信度與效度分析 42
表3-11:前測問卷-企業形象的信度與效度分析 42
表3-12:前測問卷-國家形象的信度與效度分析 43
表3-13:前測問卷-包裝設計涉入的信度與效度分析 44
表3-14:前測問卷-品牌形象涉入的信度與效度分析 45
表3-15:前測問卷-購買行為的信度與效度分析 46
表4-1:性別分布 49
表4-2:年齡分布 50
表4-3:教育程度分布 50
表4-4:職業分布 50
表4-5:平均每月啤酒消費金額程度分布 51
表4-6:月收入分布 51
表4-7:居住地分布 52
表4-8:最常購買的啤酒品牌分布 52
表4-9:最常購買的啤酒地方分布 52
表4-10:最常購買的最主要動機分布 53
表4-11:正式問卷-設計風格的信度與效度分析 54
表4-12:正式問卷-視覺設計的信度與效度分析 55
表4-13:正式問卷-產品形象的信度與效度分析 56
表4-14:正式問卷-企業形象設計的信度與效度分析 57
表4-15:正式問卷-國家形象的信度與效度分析 57
表4-16:正式問卷-包裝設計涉入程度的信度與效度分析 58
表4-17:正式問卷-品牌形象的信度與效度分析 59
表4-18:正式問卷-購買行為的信度與效度分析 60
表4-19:設計風格對消費者購買行為的迴歸分析 61
表4-20:視覺設計對消費者購買行為的迴歸分析 61
表4-21:產品形象對消費者購買行為的迴歸分析 62
表4-22:企業形象對消費者購買行為的迴歸分析 62
表4-23:國家形象對消費者購買行為的迴歸分析 63
表4-24:產品涉入作為包裝設計與購買行為之干擾變數的層級廻歸分析 63
表4-25:涉入程度作為品牌形象與購買行為之干擾變數的層級廻歸分析 65
表5-1:研究假說檢定結果 66


圖目錄
圖1-1:研究流程 3
圖2-1:品牌形象分類 11
圖2-2:品牌形象知覺與購買行為之關聯 13
圖2-3:涉入概念圖 17
圖2-4:消費者行為模式 21
圖2-5:消費者決策過程 22
圖3-1:研究架構 31

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參考網站
1. 臺灣菸酒股份有限公司 http://www.ttl.com.tw
2. 維基百科http://zh.wikipedia.org(瀏覽日期:2013.3.1~2013.3.31)
3. 台灣麒麟啤酒股份有限公司http://www.kirin.com.tw
4. 台灣青啤股份有限公司http://www.ttbc.com.tw
5. 海尼根公司台灣官網http://www.heineken.com.tw
6. 電子問卷網址http://www.mysurvey.tw/s/3nwfWScq
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