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系統識別號 U0026-2707202022523800
論文名稱(中文) 包裝對健康感知的影響—以產品個性為中介變數
論文名稱(英文) The influence of package on health perception—the medication effect of product personality
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 108
學期 2
出版年 109
研究生(中文) 董昱均
研究生(英文) Yu-Chun Tong
學號 R66071080
學位類別 碩士
語文別 英文
論文頁數 73頁
口試委員 指導教授-郭亞慧
口試委員-曾瓊慧
口試委員-陳芃婷
中文關鍵字 包裝顏色  包裝形狀  包裝設計  產品個性  健康感知 
英文關鍵字 package color  package shape  package design  product personality  perceived healthiness 
學科別分類
中文摘要 現在人越來越重視健康的生活型態,加上快速繁忙的生活步伐,商品包裝設計對消費者就存在著決定購買決策的重要影響。過去研究指出食品包裝的顏色與形狀對消費者存在健康的暗示性意義,進而影響消費者對食物產品的健康認知。由於過去研究較少探討產品個性對於消費者產品健康認知的影響,又包裝會影響產品個性之建立,對於營銷人員或包裝設計人員而言,可能會錯估包裝顏色和形狀所產生的整體包裝形象,因此本研究想探討個別顏色( 包含色相與飽和度)和形狀以及顏色與形狀的組合,是否對消費者健康認知產生影響,更進一步探討是否有產品個性作為中介關係之影響,透過了解包裝之顏色和形狀對於產品的形象的影響,以及其中產品個性扮演的角色,廠商才能更準確的塑造出預期的產品包裝形象。
本論文的研究使用虛構的牛奶包裝以及現有的國外牛奶包裝圖片所形成之對比,並搭配問卷法進行驗證。探討個別包裝要素,色相(如: 紅色、綠色和藍色)、飽和度與形狀,以及包裝要素的組合對消費者產品的健康感知的影響。
最後結果顯示,包裝要素(紅色、綠色、藍色、飽和度)個別對於消費者產品的健康感知具有影響,但包裝要素的組合則不具有交互作用。除此之外,產品個性於包裝要素與消費者健康感知中具有中介效果。
英文摘要 Recently, people are paying more attention to healthy lifestyles. Hence, product packaging design is an important influence on consumers' purchasing decisions. Previous studies have pointed out that the color and shape of food packaging have implications for health, which in turn affects consumers' health perceptions of food products. Previous research seldom has explored the impact of product personality on consumers’ health perception and package influence the establishment of product personality. For marketers or packaging designers, the overall packaging image produced by packaging colors and shapes may be miscalculated. Therefore, this study wants to explore whether individual colors (including hue and saturation) and shapes, as well as the combination of colors and shapes, have an impact on consumer health perception, and further explore whether there is a product personality as an intermediary relationship. By understanding the packaging, the influence of color and shape on the image of the product, as well as the role played by the product personality, manufacturer can accurately shape the expected product packaging image.
The research in this paper uses the comparison between the fictitious milk packaging and the existing foreign milk products pictures and uses a questionnaire method to verify. Explore the impact of individual packaging elements, hue (such as red, green, and blue), saturation and shape, and the combination of packaging elements on consumer product health perception.
The result shows that the packaging elements (red, green, blue, saturation) individually have an impact on the consumer's health perception, but the combination of packaging elements has no interaction. Besides, product personality has an intermediary effect on packaging elements and consumer health perception.
論文目次 CONTENTS
Chapter One Introduction 1
Chapter Two Literature Review 4
Package 4
Color 5
Shape 7
Brand and product Personality 8
Chapter Three Theoretical Framework and Hypothesis development 12
Theoretical Framework 12
Schema congruity 12
Anthropomorphism 13
Hypothesis development 14
Package and Health perception 14
Product personality as a mediator 17
Chapter Four Methods 19
Measurement 20
product personality and health perception 20
Package 21
Pre-test: Effects of product personality on health perception 24
Chapter Five Research Result 27
Descriptive Analysis 27
Individual Sample t- test 31
Reliability Analysis 31
Sincerity 31
Excitement 32
Pearson correlation 32
Regression Analysis 35
The Mediation Effect of Product Personality 37
The summary of Mediation Effect 37
The Mediation Effect of Individual Package Element and Product Personality 40
Chapter Six Discussion 54
Summary of Research Findings 54
Theorical Implication and Contribution 58
Practical Implication 59
Limitation and Future Research 60
Reference 61
Appendix 71

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