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題名：產品包裝與知覺價值對綠色購買意圖的影響--以燕窩禮盒包裝為例
書刊名：管理資訊計算
作者：莊勝雄 引用關係／黃文宏／王喬薇
作者(外文)：Chuang, Sheng-hsiung／Huang, Wen-hong／Wang, Chiao-wei
出版日期：2019
卷期：8:特刊1
頁次：頁126-145
主題關鍵詞：產品包裝；知覺價值；綠色購買意圖；Packaging；Perceived value；Green purchase intention
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:569
  • 點閱點閱:14
包裝是直接接觸消費者的行銷工具，也是消費者考慮是否購買產品時的重要因素。知覺價值是透過消費者在消費過程或得到產品過程的感受，對產品整體性評估。台灣在限制產品過度包裝法規中規定並管制對象有五大類，加工食品禮盒為其中一類。但是在現行臺灣消費習慣下，燕窩產品在加工食品禮盒市場中占有不可或缺的地位。因此本研究以燕窩是不環保的既定印象下的燕窩禮盒為例，藉由實驗法，讓受測者在實驗情境下透過問卷，探討行銷類似產品時，在今日消費者環保意識高漲趨勢下，是否能透過包裝的改變來影響消費者及其綠色購買意圖。研究中採用便利抽樣的方式來發放問卷，共發放337份，扣除無效問卷總計315份。經由統計分析結果，發現受測者對於產品是否為過度包裝的環保議題雖重視，但包裝所呈現的知覺價值才是消費者在產品包裝與知覺價值交互作用相乘下購買決策中的重要因素，故企業在包裝上除符合政府的環保法規外，更應該加強產品的包裝知覺價值，進而影響消費者的購物決策。
Packaging is not only the marketing tool for the first sight of customer but also is an important factor. Perceived value results from an evaluation of the relative rewards and sacrifices associated with the offering. Packaging is mainly divided into commercial packaging and industrial packaging. This study takes the boxed gift in commercial packaging as an example. This research utilized an experimentation methodology to design over-package(A) and package(B) questionnaire. Allow respondents to fill in the stimulator A and stimulator B questionnaire in the experimental guidance. To discuss packaging and perceived value influence to green purchase intention. In total, 337 copies of questionnaires were collected, and 315 valid questionnaires. The result found although respondents take cares of environmental protection issue, more cares of perceived value is an important factor in the purchase decision of the consumer when product packaging and perceived value interact each other. Suggests enterprise when improve packaging. In addition to complying with government environmental regulations, perceived value of products should be strengthened.
期刊論文
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7.張魁峯、張俊彥(20141200)。贈品促銷策略對於知覺價值與購買意願探討--以智慧型手機為例。育達科大學報，39，39-57。  延伸查詢new window
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會議論文
1.郭仰芸、黃台生(2006)。包裝材質對於消費者認知影響之初探。中華民國設計學會第十一屆全國學術研討會。臺中：東海大學。  延伸查詢new window
學位論文
1.黃嘉儀(2004)。綠色包裝設計教學規劃之探討(碩士論文)。銘傳大學。  延伸查詢new window
2.曾正文(2001)。消費者對服務品質的期待程度與滿意程度之研究--以電腦門市為例(碩士論文)。國立中正大學。  延伸查詢new window
3.蔡宜君(2013)。環保知識、環境關注、訊息訴求對消費者 綠色產品購買意圖之研究(碩士論文)。逢甲大學。  延伸查詢new window
4.Deng, X.(2009)。Consumer response to visual aspects of packaging and product design(博士論文)。University of Pennsylvania。  new window
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