:::

詳目顯示

回上一頁
題名:瓶包裝設計可尋性之最佳化
作者:周穆謙
作者(外文):Mu-chien Chou
校院名稱:國立臺灣科技大學
系所名稱:設計研究所
指導教授:王韋堯
學位類別:博士
出版日期:2011
主題關鍵詞:品牌識別包裝設計可尋性設計差異化包裝差異化表徵設計屬性Brand IdentityPackaging DesignFindabilityDesign DifferentiationDifferentiation FactorDesign Attribute
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:110
在購物點的貨架上陳列各式樣的商品,消費者從中進行商品的搜索、區辨,以作最後的選購。然而,消費者如何從包裝中發現差異,則是一個值得探索的論題。本研究針對「瓶包裝設計可尋性之最佳化」,綜合質性與量化調查結果,找出影響消費者區辨包裝的要素,並提出可尋性之最佳化預測公式。本研究假設:消費者因個人經驗不同,在區辨包裝差異化的要素上也會相異。本研究分3階段進行:第1階段為「包裝設計差異化的概念紮根」;第2階段為「包裝設計差異化的要素調查」;第3階段為「包裝要素的統計檢定」。
調查結果發現:(a)經焦點團體訪談與紮根理論獲知,受測者在區辨包裝設計差異化時,聚焦在「商品屬性」、「標籤設計」與「瓶造型設計」3項「包裝差異化表徵」上,其中以「瓶造型設計」最為關鍵。而且,又以「品項」、「瓶身形狀」與「瓶身色彩」3個「設計屬性」最能左右受測者的區辨。(b)經包裝設計差異化的要素調查,若要有效設計包裝使消費者容易區辨,需找出核心的包裝差異化表徵,而不是包裝本身的能被區辨的要素(品牌聯想)越多越好。所以,當設計師進行瓶包裝設計並強化差異特徵時,將「品項」、「瓶身色彩」與「把手提攜性」設計屬性列為重要的考量,則將有助於商品的可尋性。(c)經迴歸分析檢定,商品屬性、瓶造型設計、標籤設計3變量的顯著性皆達到p<.05,進一步提出迴歸模型:區辨包裝差異化的階層次數(包裝差異化程度)=0.717×商品屬性+0.708×瓶造型設計+0.795×標籤設計-2.857。比較相異的受測樣本的階層次數結果,有以下推測:(i)在不同的商品條件下,區辨包裝的階層次數愈多,表示與其他受測樣本的同質性愈高,商品包裝可尋性愈低;(ii)在相似的商品條件下,區辨包裝的階層次數愈少,表示與其他受測樣本的同質性愈低,商品包裝可尋性愈高。本文建構「瓶包裝設計可尋性之最佳化」公式,可供行銷、設計人員評估包裝於未上市前,比較其他同類或類別以外的競爭商品的包裝設計差異化程度;有效地創造包裝品牌差異化、達成品牌識別。
最後,本研究應用路徑分析評價研究變量的作用及相互間的關係;商品屬性變項影響最大,標籤設計最低。商品屬性與包裝差異化程度之間的關係為中度正相關;與標籤設計為低度負相關;與瓶造型為中度負相關。由此可知,標籤設計的差異大小並不太影響焦點團體區辨商品包裝差異化的程度,反而是商品本身的屬性,決定了商品包裝設計最佳的可尋性。
Consumers search, differentiate, and purchase products in a hypermarket where a variety of products are displayed on the shelves. However, how do consumers find the differences among product packages? This issue deserves our investigation. In this study about the maximum findability of bottle packaging design, the factors of consumers in differentiating packaging are offered and the anticipation formulae of maximum findability is advanced with the combined results of qualitative and quantitative surveys. We hypothesized that the factors in differentiating product packages would vary with personal experience. This paper is divided into three stages: Stage One is a grounded concept of package design differentiation, Stage Two is a survey of the factors in package design differentiation, and Stage Three is a statistical test of packaging factors.
The results show the following points: (a) we have learned by means of focus group interview and grounded theory that test participants’ design differentiation of packages focuses on the three “differentiation factors” – “product attribute”, “label design”, and “bottle design”. Among them, “bottle design” is most crucial. In addition, such three “design attributes” as “product category”, “bottle shape”, and “bottle color” are most decisive as participants are differentiating. (b) The survey of the factors in package design differentiation shows the result that in order to design effective packaging for consumers to differentiate easily, the core package differentiation must be found out instead of getting more differentiating factors in packaging (brand association). Therefore, designers’ act of taking into serious consideration the three design attributes like “product category”, “bottle color”, and “carriageability by handle” when designing bottle packaging and highlighting the differentiation will help improve product findability. (c) Regression analysis shows the following result that the significant levels of variables in product attribute, bottle design, and label design have all reached p&lt;.05. We therefore put forward a regression model that the number of hierarchies in differentiating packaging (package differentiation degree)=0.717 × product attribute+0.708 × bottle design+0.795 × label design-2.857. We have the following inferences after comparing the hierarchies of varied test samples: (i) under different conditions of products, a larger number of hierarchies in differentiating packaging indicate higher homogeneity to other samples and lower findability of packaging; (ii) under similar conditions, a smaller number of hierarchies in differentiating packaging indicate lower homogeneity to other samples and higher findability of packaging. In this study, we devised a formula of the maximum findability of bottle packaging design for marketing and design personnel who can compare their product packaging with other competing products for design differentiation. This will create effective differentiation in packaging and establish brand identity.
Finally, we used path analysis to evaluate the effects of the variables in this study and their correlation by means of correlation coefficients between estimated variables and their functions. Among them, product attribute is most influential, and label design the least. Package differentiation degree has a medium positive relation with product attribute, a low negative relation with label design, and a medium negative relation with bottle design. Thus it can be inferred that any difference in label design does not affect the focus group in their degree of differentiating packaging. Product attribute instead determines the findability of optimal packaging design.
Aaker, D. A.(2006)。管理品牌資產(奚衛華、董春海譯)。北京市:機械工業出版社。(原作1991年出版)
Anonymous (1983). Packaging research probes stopping power, label reading, and consumer attitudes among the targeted audience. Marketing News, 17(15), 8.
Antikainen, A., Kalviainen, M., & Miller, H. (2003). User information for designers: A visual research package. Proceedings of the 2003 international conference on Designing pleasurable products and interfaces (DPPI'03) (pp. 1-5), Pittsburgh, Pennsylvania, USA.
Antioco, M., Moenaert, R. K., Feinberg, R. A., & Wetzels, M. G. M. (2008). Integrating service and design: The influences of organizational and communication factors on relative product and service characteristics. Journal of the Academy of Marketing Science, 36, 501-521.
Asher, J. (2005, November 10). Let's go bust some clutter Retrieved March 12, 2009, from http://www.shelfimpact.com/archives/2005/11/lets_go_bust_some_clutter.php
Baker, S. (2003, June 20). Marketing insights - Good package and logo design helps market your products. Retrieved April 8, 2009, from http://www.npicenter.com/anm/templates/newsATemp.aspx?articleid=4545&zoneid=4
Balmer, J. M. T., & Gray, E. R. (2003). Corporate brands: What are they? What of them? European Journal of Marketing, 37(7/8), 972-997.
Belegundu, A. D., & Chandrupatla, T. R. (1999). Optimization concepts and applications in engineering. Upper Saddle River, New Jersey: Prentice Hall.
Bernard, H. R. (2000). Social reserch methods: Qualitative and quantitative approaches. Thousand Oaks: SAGE Publications, Inc.
Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 32(6), 6-12.
Bloch, P. H. (1995). Seeking the ideal form: Product design and consumer response. Journal of Marketing, 59(3), 16-29.
Brown, M. (2008). The power of packaging Retrieved March 8, 2009, from http:// www. marketresearchworld.net/index.php?option=com_content&task=view&id=2355&Itemid=76
Butkevičienė, V., Stravinskienė, J., & Rūtelionė, A. (2008). Impact of consumer package communication on consumer decision making process. Inzinerine Ekonomika-Engineering Economics, 1, 57-65.
Chang, C. C. (2007). The mechanisms of product form classification. International Association of Societies of Design Research 2007 (IASDR 2007): Emerging Trends in Design Research, Hung Hom: Kowloon, Hong Kong SAR.
Chang, C. C. (2008). Factors influencing visual comfort appreciation of the product form of digital cameras. International Journal of Industrial Ergonomics, 38(11/12), 1007-1016.
Chang, C. C., & Wu, J. C. (2009). The underlying factors dominating categorical perception of product form of mobile phones. International Journal of Industrial Ergonomics, 39(5), 667-680.
Cheverton, P. (2004). Key marketing skills: strategies, tools, and techniques for marketing success (2nd ed.). London: Kogan Page.
Chou, M. C., Chiu, P. H., & Wang, R. W. Y. (2009). Employment of visual elements for identifying beverage package design discrepancies. International Association of Societies of Design Research 2009 (IASDR 2009): Rigor and Relevance in Design, Coex, Seoul KOREA.
Creswell, J. W. (2003). Research design: Qualitative, quantitative, and mixed methods approaches (2nd ed.). Thousand Oaks: SAGE Publications, Inc.
DiFranza, J. R., Clark, D. M., & Pollay, R. W. (2002). Cigarette package design: Opportunities for disease prevention. Tobacco Induced Diseases, 1(2), 97-109.
Djurovic, V. (2009, May 1). Brand translation: packaging design differences between China and the west. Retrieved June 4, 2009, from http://www.articledashboard.com/Article/Brand-Translation--Packaging-Design-Differences-between-China-and-the-West/874994
Doyle, M. (1996). Packaging strategy: Winniing the consumer. Pennsylvania: Technomic Publishing Company.
Gangstad, L. (2005). Communicating brand Identity through Products Retrieved December 6, 2010, from http://www.ivt.ntnu.no/ipd/docs/pd9_2005/ artikkel_Communicating_Bran
d_Identity_Gangstad.pdf
Garber, L. L. (1995). The package appearance in choice. Advances in Consumer Research, 22(1), 653-660.
Garner, B. A. (1999). Black's Law Dictionary. In B. A. Garner (Ed.), Black's Law Dictionary (Seventh ed., pp. 1500). St. Paul: West Publishing Co.
Gershman, M. (1987). Packaging: Positioning tool of the 1980's. Management Review, 76(8), 33-42.
Gobe, M. (2001). Emotional branding: The new paradigm for connecting brands to people. New York: Allworth Press.
Godin, S. (2003). Purple cow: Transform your business by being remarkable. New York: Penguin Group.
Gold, P. (2004). Assessing what consumers see. Brand Packaging, 4, 40-42.
Greenbaum, T. L. (1998). The handbook for focus group research (2nd ed.). London: Sage Publications, Inc.
Guindon, S., & Gascuel, O. (2003). A simple, fast, and accurate algorithm to estimate large phylogenies by maximum likelihood. Society of Systematic Biologists, 52(5), 696-704.
Guo, D., Peuquet, D., & Gahegan, M. (2002). Opening the black box: Interactive hierarchical clustering for multivariate spatial patterns. Proceedings of the ACM Workshop on Advances in Geographic Information Systems, 131-136.
Handelman, J. A. (2008). Guide to TTAB practice. New York: Aspen Publishers.
Harris Interactive (n.d.). Shelf impact packaging evaluation system. Retrieved August 6, 2008, from http://www.harrisinteractive.com/services/shelfimpact.asp
Hartmann, J., Sutcliffe, A., & Angeli, A. D. (2008). Towards a theory of user judgment of aesthetics and user interface quality. ACM Transactions on Computer-Human Interaction (TOCHI), 15(4), 1-30.
Hawkins, D. I., Best, R. J., & Coney, K. A. (2004). Consumer behavior: Building marketing strategy (9th ed.). Boston: McGraw Hill.
Holsti, O. R. (1969). Content analysis for the social science and humanities. Reading, Massachusetts: Addison-Westly Publishing Company.
Hsiao, S. W., & Huang, H. C. (2002). A neural network based approach for product form design. Design Studies, 23(1), 67-84.
Hsu, S. H., Hsia, T. C., & Wu, M. C. (1997). A flexible classification method for evaluating the utility of automated workpiece classification system. The International Journal of Advanced Manufacturing Technology, 13(9), 637-648.
Hsu, S. H., Hsia, T. C., & Wu, M. C. (1998). An efficient method for creating benchmark classifications for automatic workpiece classification systems. The International Journal of Advanced Manufacturing Technology, 14(7), 481-494.
J. B. Jarman, J. (1999). How to take your package design to the next level. Frozen Food Age, 48(4), 22.
Johnson, R. A., & Wichern, D. W.(2001)。實用多元統計分析(陸璇、葛余博、趙衡秀、葉俊譯)(4th ed.)。北京市:清華大學出版社。(原作1998年出版)
Klimchuk, M. R., & Krasovec, S. A. (2006). Packaging design: Successful product branding from concept to shelf. Hoboken, New Jersey: John Wiley & Sons Inc.
Kotler, P. (1997). Marketing management: Analysis, planning, implementation, and control (9th ed.). Upper Saddle River, NJ: Prentice Hall.
Krueger, R. A., & Casey, M. A. (2000). Focus groups: a practical guide for applied research (Third ed.). CA.: Sage Publications, Inc.
Kuvykaite, R., Dovaliene, A., & Navickiene, L. (2009). Impact of package elements on consumer's purchase decision. Economics & Management, 14, 441-447.
LectricLawLibrary (1995). The 'Lectric Law Library's Lexicon on: Trade dress Retrieved June 25, 2009, from http://www.lectlaw.com/def2/t035.htm
Lundberg, E. (2004). Packaging media lab: A design proposal to a packaging evaluation environment for conducting consumer studies. Unpublished master's thesis, Uppsala University, Sweden.
Mariotti, J. (1999). Smart things to know about Brands & Branding. Susie Adarns: Capstone Publishing Ltd.
Mbipom, G., & Harper, S. (2009). Visual aesthetics and accessibility: Extent and overlap. Unpublished technical report, University of Manchester, Manchester.
McDowell, W. S. (2004). Exploring a free association methodology to capture and differentiate abstract media brand associations: A study of three cable news networks. Journal of Media Economics, 17(4), 309-320.
Merges, R. P., Menell, P. S., & Lemley, M. A. (2007). Intellectual property in the new technological age (4th ed.). New York: Aspen Publishers.
Mikunda, C. (2002). Marketing spuren. Willkommen am Dritten Ort. Frankfurt: Redline Wirtschaft bei Ueberreuter.
Miller, H., & Kalviainen, M. (2001). Objects for an enjoyable life: Social and design aspects. Proceedings of the International Conference on Affective Human Factors Design (CAHD 2001) (pp. 487-494), Oriental, Singapore.
Morville, P. (2004, June 21). User experience design Retrieved December 2, 2010, from http://semanticstudios.com/publications/semantics/000029.php
Morville, P. (2005). Ambient findability: What we find changes who we become. Sebastopol, CA: O'Reilly Media, Inc.
Nilsson, J., & Ostrom, T. (2005). Packaging as a brand communication vehicle. Unpublished master's thesis, Lulea University of Technology, Lulea, Sweden.
Oliva, A., Mack, M. L., Shrestha, M., & Peeper, A. (2004). Identifying the perceptual dimensions of visual complexity of scenes. 26th annual meeting of the Cognitive Science Society (pp. 1041-1046), Chicago, IL.
Oliva, A., & Torralba, A. (2001). Modeling the shape of the scene: A holistic representation of the spatial envelope. International Journal of Computer Vision, 42(3), 145-175.
Orth, U. R., & Malkewitz, K. (2008). Holistic package design and consumer brand impressions. Journal of Marketing, 72, 64-81.
Palmer, D. (2008, November 19). Brand marketers looking to virtual shopping to gauge likely consumer behaviour Retrieved June 4, 2009, from http://www.ausfoodnews.com.au/2008/11/19/brand-marketers-looking-to-virtual-shopping-to-gauge-likely-consumer-behaviour.html
Patton, M. Q. (1990). Qualitative evaluation and research methods (2nd ed.). Newbury Park, CA: Sage.
Peeper, A. S., Shrestha, M., & Oliva, A. (2004). A representation of visual complexity of real world scenes. Journal of Vision, 4(8), 875-875.
Pilditch, J. (1973). The silent salesman: How to develop packaging that sells (2nd ed.). London: Business Books Ltd.
Pine II, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Boston: Harvard Business School Press.
Preece, J., Rogers, Y., Sharp, H., Benyon, D., Holland, S., & Carey, T. (1994). Human Computer Interaction. Harlow: Addison-Wesley.
Ramanarayanan, G., Bala, K., Ferwerdab, J. A., & Walter, B. (2008). Dimensionality of visual complexity in computer graphics scenes. Paper presented at the Proceedings of SPIE - The International Society for Optical Engineering, San Jose, CA.
Rao, A. R., & Lohse, G. L. (1993). Identifying High Level Features of Texture Perception. CVGIP: Graphical Models and Image Processing, 55(3), 218-233.
Ratneshwar, S., Warlop, L., Mick, D. G., & Seeger, G. (1997). Benefit salience and consumers' selective attention to product features. International Journal of Research in Marketing, 14(3), 245-259.
Rettie, R., & Brewer, C. (2000). The verbal and visual components of package design. Journal of Product and Brand Management, 9(1), 56-70.
Ross, S. D. (2007). Segmenting sport fans using brand associations: A cluster analysis. Sport Marketing Quarterly, 16, 15-24.
Rowan, C. (2000). Packaging by design. Food Engineering International, 25(1), 19, 21-23, 25.
Royden, C. S., Wolfe, J. M., & Klempen, N. (2001). Visual search asymmetries in motion and optic flow fields. Perception & Psychophysics, 63(3), 436-444.
Sara, R. (1990). Packaging as a retail marketing tool. International Journal of Physical Distribution & Logistics Management, 20(8), 29-30.
Schmidt, H. A., Strimmer, K., Vingron, M., & von Haeseler, A. (2002). TREE-PUZZLE: Maximum likelihood phylogenetic analysis using quartets and parallel computing. Bioinformatics, 18(3), 502-504.
Schmitt, B. H. (1999). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. New York: Simon & Schuster.
Schreiber, E. (1994). Retail trends shorten life of package design. Marketing News, 28(25), 7.
Seal, B. (2009, March 30). The importance of good packaging design has never been so great. Retrieved June 4, 2009, from http://www.creativematch.co.uk/viewNews/?97019
Selame, E., & Selame, J. (1988). The company image: Building your identity and influence in the marketplace. New York: John Wiley & Sons, Inc.
Sherrill, D. M., Moy, M. L., Reilly, J. J., & Bonato, P. (2005). Using hierarchical clustering methods to classify motor activities of COPD patients from wearable sensor data. Journal of NeuroEngineering and Rehabilitation, 2(16), 1-14.
Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British Food Journal, 106(8), 607-628.
Smith, P., & Taylor, J. (2004). Marketing communications: An integrated approach (4th ed.). London: Kogan Page.
Stewart, D. W., Shamdasani, P. N., & Rook, D. W. (2007). Focus groups: Theory and practice (2nd ed.). Thousand Oaks: Sage Publications, Inc.
Stompff, G. (2003). The forgotten bond: Brand identity and product design. Design Management Journal, 14(1), 26-32.
Strauss, A., & Corbin, J.(2001)。質性研究入門-紮根理論研究方法(吳芝儀、廖梅花譯)。嘉義市:濤石文化事業有限公司。(原作1998年出版)
Torff, B., & Sternberg, R. J. (2001). Intuitive conceptions among learners and teachers. In B. Torff & R. J. Sternberg (Eds.), Understanding and teaching the intuitive mind: student and teacher learning (pp. 1-26). Mahwah, New Jersey: Lawrence Erlbaum Associates, Inc.
Treisman, A. (1986). Features and objects in visual processing. Scientific American, 255(5), 114B-125.
Treisman, A., & Gormican, S. (1988). Feature analysis in early vision: evidence from search asymmetries. Psychological Review, 95, 15-48.
Treisman, A. M., & Gelade, G. (1980). A feature-integration theory of attention. Cognitive psychology, 12(1), 97-136.
Underwood, R. L., & Klein, N. M. (2002). Packaging as brand communication: Effects of product pictures on consumer responses to the package and brand. Journal of Marketing Theory and Practice, 10(4), 58-68.
Upshaw, L. B. (1995). Building brand identity: A strategy for success in a hostile marketplace. New York: John Wiley & Sons, Inc.
Upshaw, L. B.(2000)。建立品牌識別(吳玟琪譯)。台北市:台視文化事業股份有限公司。(原作1995年出版)
Urde, M. (2003). Core value-based corporate brand building. European Journal of Marketing, 37(7/8), 1017-1040.
Vaughn, S., Schumm, J. S., & Sinagub, J. M. (1996). Focus group interviews in education and psychology. London: Sage Publications.
Vila, N., & Ampuero, O. (2007). The role of packaging in positioning an orange juice. Journal of Food Products Marketing, 13(3), 21-48.
Wang, R. W. Y., & Chou, M. C. (2010). The comprehension modes of visual elements: How people know about the contents by product packaging. International Journal of Business Research and Management (IJBRM), 1(1), 1-13.
Wang, R. W. Y., & Chou, M. C. (2011). Differentiation in the arched surface of packaging: Its influence on the findability of logo typography displays. Displays, 32(1), 24-34.
Wansink, B. (1996). Can package size accelerate usage volume? Journal of Marketing, 60(3), 1-14.
Yang, S., & Raghubir, P. (2005). Can bottles speak volumes? The effect of package shape on how much to buy. Journal of Retailing, 81(4), 269-281.
Young, E. (1987, October 1). Packaging research - evaluating consumer reaction. Retrieved May 12, 2009, from http://www.quirks.com/articles/a1987/19871001.aspx?searchID=27856785
Young, S. (2002). Packaging design, consumer research, and business strategy: The march toward accountability. Design Management Journal, 13(4), 10-14.
Young, S. (2005, April 1). Brand architecture: Managing large brands at retail Retrieved April 24, 2010, from http://www.allbusiness.com/marketing-advertising/marketing-collateral/426888-1.html
Young, S. (2006). Measuring success: Using consumer research to document the value of package design. Design Management Review, 17(2), 60-65.
Young, S. (2007, June). Applying an architecture: Label viewing patterns suggest easy ways to prioritize package messages Retrieved April 24, 2010, from http://www.packagedesignmag.com/issues/2007.06/research.shtml
Young, S., & Asher, J. (2009, August 31). Designing for retail realities: Brand marketers can no longer afford to ignore the way packaging appears in the 'real world' Retrieved April 24, 2010, from http://www.brandpackaging.com/Articles/Feature_Articles/ BNP_GUI D_9-5-2006_A_10000000000000652475
王向陽、梁駿(2005)。談包裝設計中的構成藝術思維培養。包裝工程,26(1),128-130。
王居卿、莊秀禎、吳柏青(2005)。廣告標語對消費者態度之影響及其時代之意義-修辭法之分類應用(國科會專題研究計畫成果報告編號:NSC93-2416-H-032-001)。台北市:中華民國行政院國家科學委員會。new window
王青劍(2005)。品牌視覺識別系統的建構。包裝工程,26(3),137-138、158。
王保進(2006)。英文視窗版SPSS與行為科學研究(3rd ed.)。台北市:心理出版社股份有限公司。
王韋堯、周穆謙(2010a)。包裝可尋性及其設計差異區辨要素探索。設計學報,15(3),21-47。new window
王韋堯、周穆謙(2010b)。包裝品牌命名字形設計差異化及其視認性研究。設計學報,15(1),1-23。new window
王雲東(2007)。社會研究方法-量化與質性取向及其應用。台北縣:威仕曼文化事業股份有限公司。
王道還(2005)。人類視覺的認知限制。科學發展,391,74。
朱和平(2002)。試論包裝設計中的標誌化設計。包裝工程,23(6),128-129。
江明(2007)。現代超市型銷售模式對商品包裝設計的影響。包裝工程,28(10),180-182。
江蘭、杜瑞澤(1999)。消費者心理認知對產品包裝視覺設計之影響-以台灣飲料包裝為例。大葉學報,8(2),23-31。new window
何文波(2007)。整體產品與產品差異化研究及創新設計。包裝工程,28(4),87-89。
余淑吟(2002)。動物圖像在平面廣告之內容分析。廣告學研究,18,97-121。new window
吳明隆(2009)。SPSS操作與應用-多變量分析實務。台北市:五南圖書出版股份有限公司。
吳新輝、袁登華(2009)。消費者品牌聯想的建立與測量。心理科學進展,17(2),451-459。
宋柑霖、李枝秀(2004)。包裝中的適度原則。包裝工程,25(6),186-188。
宋寶豐(2006)。包裝容器結構設計與製造。北京市:印刷工業出版社。
李政權(2002,October 10)。包裝的理性魅力。Retrieved March 8,2009,from http://www.emkt.com.cn/article/82/8269.html
李偉俊(2003)。應用資優教育全校性充實模式於九年一貫課程之質的研究。特殊教育學術研討會論文集(頁71-88),台東市:國立台東師範學院特殊教育學系、特殊教育中心。new window
沈乃山(2006)。做好品牌要素幾何。上海經濟,7,32-34。
阮桂海(2005)。數據統計與分析-SPSS應用教程。北京市:北京大學出版社。
周勇(2006)。包裝視覺品牌與VI概念的運用。包裝工程,27(4),194-196。
周樹高、丁元(2003)。論包裝的功能價值與商品價值。包裝工程,24(6),96-98。
周穆謙、王韋堯(2007)。設計師與消費者在食品包裝理解力傳達設計之認知差異。設計學報,12(4),21-42。new window
林本炫(2004)。質性研究方法及其超越。嘉義縣:南華大學教社所。
林伯勳、胡光復、沈哲緯、辜炳寰、鄭錦桐(2009)。最佳化方法於大地工程上之應用。中興工程季刊,103,13-24。
林建煌(2002)。消費者行為。台北市:智勝文化事業有限公司。
邱珍琬(2005)。大學生知覺的父親形象。屏東師院學報,22,291-330。new window
邱皓政(2007)。量化研究與統計分析-SPSS中文視窗版資料分析範例解析(3rd ed.)。台北市:五南圖書出版股份有限公司。
邱顯仁(2003)。身障學生之運動重要性認知-以紮根理論分析。大葉學報,12(2),85-94。new window
侯純純、林品章(2008)。企業識別系統設計方法與程序之研究。設計學報,13(4),65-81。new window
胡繼強(2004)。包裝的定位設計。包裝工程,25(3),239-240,242。
苟雙曉、徐人平、苟雙亮、鄭榮國(2006)。包裝視覺語法。包裝工程,27(5),170-172、259。
徐昊杲、邱佳椿(2003)。技職教育研究教戰手冊-SPSS進階篇。台北市:師大書苑有限公司。
徐達光(2003)。消費者心理學-消費者行為的科學研究。台北市:台灣東華書局股份有限公司。
祝迎春(2005)。二階聚類模型及其應用。市場研究(1),40-42。
祝後華(2009)。民間美術圖形在包裝審美心理中的建構。包裝工程,30(2),173-175。
耿子鈞、韓亮(2007,April 16)。合效食品包裝的設計 Retrieved May 2,2010,from http://www.globrand.com/2007/69986.shtml
袁恩培(2004)。消費心理在包裝設計中的應用與研究。包裝工程,25(1),105-108、123。
郤建業(2005)。論包裝設計中的視覺要素。包裝工程,26(3),174-176。
馬建華、王家民(2007)。銷售包裝設計的形式陌生化與意蘊個性化問題。包裝工程,28(4),171-172。
崔湧、顧致農(2007)。商品的個性化包裝研究。包裝工程,28(8),215-216、239。
張文彤(2004)。SPSS統計分析高級教程。北京市:高等教育出版社。
張建成(2005)。實體產品造型分類研究(國科會專題研究計畫成果報告編號:NSC93-2411-H-211-005)。台北市:中華民國行政院國家科學委員會。
張建成、許尚華、莊明振(2000)。實體產品和影像樣本意象認知差異研究。工業工程學刊,17(2),169-179。new window
張建成、劉康洲(2005)。產品造型分類研究-以電話機為例。中華民國設計學會第十屆設計學術研究成果研討會論文集(頁397-402),台中縣:朝陽科技大學。
張紹勳(2001)。研究方法。台中市:滄海書局股份有限公司。
張琲(2004)。包裝設計中的市場調研。包裝工程,25(2),113-114、122。
張瑩(2007)。論商品包裝的注目性。包裝工程,28(12),200-202。
莊立民、陳志龍(2007)。服務業組織創新擴散模式之研究—以台灣直銷業為例。中華管理評論國際學報,10(1),1-25。
許有麟(2005)。金融企業商標意象語彙之研究。高苑學報,11,231-243。
許禎元(2004)。社會科學信度與效度的檢定及其關聯性。醒吾學報,27,1-23。new window
陳怡珍(2004)。論公平交易法第二十條對商品或服務表徵之保護。公平交易季刊,12(4),79-130。new window
陳俊宏、楊東民(2004)。視覺傳達設計概論。台北市:全華科技圖書股份有限公司。
陳敏生、柳永青、陳振宇(2004)。行動電話通訊對駕駛行為之影響。應用心理研究,22,87-104。new window
陳敏全(1985)。包裝工程與儲運管理。台北市:中華民國對外貿易發展協會。
陳淑慧、蘇子炘(2004)。產品包裝對消費者認知價值影響之研究-以餅乾包裝為例。遠東學報,21(2),445-458。
陳黎敏、蔡惠平(2004)。包裝設計與消費行為的非參數統計研究。包裝工程,25(1),82-83。
彭聃齡、張必隱(2000)。認知心理學。台北市:台灣東華書局股份有限公司。
楊猛、朱月(2007)。包裝設計的符號溝通功能研究。包裝工程,28(8),70-71。
楊學成、王鏐瑩(2007)。產品的搜尋、經驗和信任屬性對手機購買行為的影響-基于焦點座談小組的歸納性分析。當代經濟管理,29(5),40-45。
過山(2002)。品牌塑造與包裝設計。包裝工程,23(3),101-102。
過宏雷(1999)。商品包裝形象視覺傳達研究。未出版碩士論文,江南大學(無錫輕工業大學),無錫市,中國。
榮泰生(2006)。SPSS與研究方法。台北市:五南圖書出版股份有限公司。
熊興福(2001)。包裝設計與視覺信息傳遞系統設計的人機學問題。包裝工程,22(6),48-50。
熊興福(2002)。銷售包裝設計的功能性-銷售功能。包裝工程,23(6),22-23。
翟治平、王韋堯(2009)。廣告圖像中對比形式設計之探討。設計學報,14(1),63-80。new window
劉霞(2004)。論包裝對品牌建立的多重作用。包裝工程,25(3),236-238。
蔡偉、施俊(2003)。包裝設計中視覺信息傳達方式的解析。包裝工程,24(14),79-80、96。
鄧成連(1991)。最新包裝設計實務(2nd ed.)。台北市:星狐出版社。
盧明德、陳出雲、高宇燕(2007)。品牌個性在包裝設計中的體現。包裝工程,28(5),147-149。
賴建都(2005)。國產品牌水果之品牌形象設計與行銷推廣之研究(國科會專題研究計畫成果報告編號:NSC94-2411-H-004-018)。台北市:中華民國行政院國家科學委員會。
謝志偉(2007)。教育研究典範的未來趨勢-混合方法論(Mixed Methodology)介紹。屏東教育大學學報,26,175-194。new window
謝春林、張銳(2006)。產品包裝與品牌形象塑造。包裝工程,27(2),282-283。
羅文坤(1986)。行銷傳播學。台北市:三民書局股份有限公司。
羅仕鑒、朱上上、孫守遷、唐明晰、潘雲鶴(2004)。產品造型設計中的用戶知識與設計知識研究。中國機械工程,15(8),709-712、734。
嚴嘉楓、羅慶徽、林金定、陳美花、吳佳玲、李宗楠等人(2004)。健康需求評估應用於身心障礙福利機構健康促進計畫。身心障礙研究,2(4),214-228。
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
:::
無相關書籍
 
無相關著作
 
QR Code
QRCODE