雖然以往學者認為產品訊息描述或包裝設計在對於消費者購買產品時扮演很重要的角色，然而並沒有文獻探討過何種訊息描述搭配何種包裝設計會使消費者購買意圖最強烈。於是，本研究立基於流暢性的理論，根據實驗一與實驗二的結果證明，不論消費者身處於是正或負面訊息陳述框架，只有產生高度文字或圖片標示流暢性時，消費者才會真正產生高度購買意圖。

Although researchers has demonstrated that product messages or package designs play important roles on consumers purchase, no study has examined how message frames and package designs influence the purchase intentions. Thus, based on fluency theory, Experiments 1 and 2 demonstrates that consumers with high perceptual fluency may have higher purchase intentions than those with low perceptual fluency whether positive or negative message frames.