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題名 | 以食品包裝為例探討包裝內容物提示手法=A Study of Package Contents Hint Manners to Merchandise Image Influence Sampled by Food Package |
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作者 | 陳俊宏; 黃雅卿; 沈美吟; 胡文淵; Chen, Jun-hong; Huang, Ya-ching; Shen, Mei-yin; Hu, Wen-yuan; |
期刊 | 科技學刊 |
出版日期 | 20010300 |
卷期 | 10:2 2001.03[民90.03] |
頁次 | 頁151-165 |
分類號 | 496.18 |
語文 | chi |
關鍵詞 | 食品包裝; 包裝圖形; 內容物提示; 商品意象; Food package; Package design; Contents hint; Merchandise image; |
中文摘要 | 本研究採內容物提示手法歸類、市場現況調查、內容物提示手法實驗等三階段方 式,進行包裝內容物提示手法研究,主要目的在瞭解食品包裝提示手法的使用情形,以及消 費者對不同提示手法之接受程度,並進一步提討提示手法對商品意象之影響,以供設計實務 及教學參考。所得主要結果如下:1.在提示手法選擇上,乳品類包裝會受產品特性影響,罐 頭食品類包裝、飲料類包裝則受包裝材料影響。在提示手法偏好上,糖果類包裝偏好使用「 次原料」相關提示,烘焙食品包裝偏好使用實物呈現提示,飲料類包裝則偏好使用「主原料 」相關之提示。2.包裝使用之提示方法越能明確告知消費者內容物性質者,越能獲得消費者 青睞,特別是可直接看到內容物之提示手法。3.包裝提示圖形若為簡化之裝飾圖案,將顯得 較活潑、新潮,但在產品信賴感上則較無法讓人接受。4.年齡13-18歲之消費者,對包裝的 喜好較不容易預測。5.在創造一個能夠有效引起購買動機之包裝時,針對產品內涵因素著手 ,即建立消費者對產品之信賴感是比較容易且較具效果的。6.選擇包裝提示手法時,考量目 標消費群之年齡因素比考量其性別因素來得重要,且較具意義。 |
英文摘要 | This study is based on the methods of usability engineering including Re-coaching and performance measurement methods and using the ticket-selling system of Taiwan Railway Web (TRW) as a case to evaluate the usability of E-commerce. The. This study has three purposes: 1.Investigating the usability problems of TRW. 2.If a manual was provided in the web will affect the users operation performance. 3.According to the investigation results, some suggestions and guidelines were provided and they should be good tools for designers in planning a web of E-commerce. Thirty-two observers were employed in this study, including 16 novice users and 16 semi-novice users. The Observers could divide into four groups depending on the experience of assessing Web and if they had used the Web manual or not. The experimental results are summarized as follows: 1. Observers who hadn't contacted TRW and didn't use the manual had the highest operation errors. Observers who had contacted TRW and used the manual had the lowest operation errors. 2. While the observers having the same pioneer experince, the operation manuals were provided or not could influence the operation performance. 3. Observers who hadn't contacted TRW and didn't use the manual had the lowest subjective satisfaction. Observers who had contacted TRW and used the manual had the highest subjective satisfaction. From the usability engineering point, four guidelines were summarized for designers in planning a web of TRW and E-commerce in this study. The guidelines are summarized as follows: 1. A good web of E-commerce should provide "On-line manuals" to help users to sort out their operational problems. 2. Except emphasizing the web's style or the other visual effects, a good web should concentrate on the usability of to decreases the users' operational errors. 3. The information are displayed at web should be keep their consistency to avoid the users getting cognitive confuse. 4. The design of functional commands for web shouldn't be complicated or unnecessary and the meaning of the icons shouldn't be too similar. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。