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題 名 | 紙類中秋月餅禮盒包裝之設計屬性與消費者偏好關聯性之研究=A Study on the Relationship between Consumer's Preference and Design Attribute for Paper Gift Box of Mooncake Festival Package |
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作 者 | 黃琡雅; 李玲瑤; | 書刊名 | 崑山科技大學學報 |
卷 期 | 2 民94.11 |
頁 次 | 頁139-150 |
分類號 | 496.18 |
關鍵詞 | 中秋月餅禮盒; 紙類禮盒包裝; 禮盒包裝設計屬性; 消費者偏好; Gift box of moon cake festival package; Paper gift box package; Design attribute for gift box package; Consumer preference; Cluster analysis; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究採文獻調查法、焦點小組法、集群分析與問內調查法,共分兩階段進行,主要探討市售中秋月餅禮盒包裝之設計屬性應用,就其視覺面、結構面進行分析,並進一步探討不同背小屬性之消費者對中秋月餅禮盒包裝偏好之差異情形。研究發現為: (1)就視覺面研究發現,市售之中秋月餅禮盒包裝與消費者喜好相符合;消費者最喜好具簡潔美感、現代風格、紅橙色系之中秋禮盒包裝。 (2)就結構面研究發現,市售之中秋月餅禮盒包裝與消費者喜好相符合;整體消費者喜好具收藏價值,及較簡潔之四邊形、單層禮盒的盒形,尤其以51歲以上之年長消費者更為高,具認為增加層數可以增加其價值感。 (3)就其他因子方面,市售之中秋月餅禮盒包裝與消費者喜好相符合;消費者喜好多樣化組合、個包裝之禮盒表現。另外平均月收入在7.5萬以上之高收入消費者,則明顯不喜好5個以上之大集合包。 未來中秋禮盒包裝設計可加強圖像美感之運用以提升其價值感,朝向現代、創意新鮮感之表現、融入品牌意象之運用,並以適當之紙材、盒面紙、輔助材、印刷表現等增加禮盒包裝之趣味與新鮮感。在市場競爭激烈、物資充裕的今日,消費者之喜好亦呈向多元化,不論包裝之圖像表現、盒形設計、抑或內容物樣式組合,唯有不斷創新組合設計,才能滿足消費者之喜好,進而提升最高之整體利益。 |
英文摘要 | The research approaches of literature review, focus group, and cluster analysis and questionnaire survey are adopted here. The study which is carried out in two stages and stressed on analysis of both visual and structural aspects of the gift box, principally investigates the application of design properties of the moon cake gift box in recent market. Furthermore in accordance with different consumers with various backgrounds, the different preference of moon cake gift box package is discussed as well. In fact certain results are concluded as follows: (1) In the aspect of vision, the moon cake gift box package in recent the market matches the preference of consumers very well. In conclusions, it can be found that consumers’ favorites concentrate on the moon cake gift box package with concise aesthetic feeling, a modern style and the series of both red and orange colors. (2) In the aspect of structure, the moon cake gift box package in recent market has good agreement with the preference of consumers. In general the majority of consumers have interest in concise quadrilateral and mono-layer gift box package with collection value, especially the aged consumers over 51 years old. As to the acceptance of the gift box in polygon or irregular shape, the percentage of young consumers, between the ages of 20 to 30, is higher than that of aged consumers, and it is considered that the more layers of gift box package can make it valuable more. (3) As for miscellaneous factors, the moon cake gift box package in recent market has good agreement with the preference of consumers as well. In fact consumers have good interest in one gift box with multiple combination and piece by piece package individually. Moreover the consumers who own a high monthly salary over 75,000 TWD, obviously dislike the big box package of more than 5 pieces. In future, the image of aesthetic sense should be enhanced on the package design of moon cake gift box in order to promote its sense of value with its presentation of both modernity and creativity. By the way the brand image should be also applied, together with suitable paper box materials, box cover paper, supplementary materials, and printing effect, in order to increase the interest and novelty of the gift box package. In the modern society with fierce competition and abundant materials, the preference of consumers is diversified as well. In fact uniquely through design creations in image presentation, gift box design, or combination of both contents and modes, the requirements of consumers could be satisfied and overall benefits could be improved furthermore. |
本系統中英文摘要資訊取自各篇刊載內容。