臺灣博碩士論文加值系統

台灣從2008年開放中國觀光客來台觀光後，隨著中國大陸旅客消費實力提升，來台旅遊時，在伴手禮的選購上成長驚人，帶動極大消費力。在講求大數據的年代中，何種包裝設計屬性最受青睞？並且能提高購物意願，成為關注的焦點。另外，兩岸之間消費者的偏好是否互異，也是本文希望能探討的主題。本研究分別針對中國大陸與台灣受測者，對於相同產品的包裝設計屬性進行知覺偏好的比較，以探究兩岸消費者在包裝設計整體滿意與購買意願，是否存在差異性。
本研究主要以桃園國際機場免稅商店所販售的食品類禮品為研究樣本，分別在中國所舉行旅遊展與桃園國際機場中，針對受測者進行調查。在各1200份數據中，利用結構方程模式，分析兩岸消費者對相同商品設計偏好異同，及其對購買意願的影響。研究結果發現，一、中國大陸消費者重視的包裝設計屬性，依序為「圖形」、「樣式」、「色彩」、「文字」，其中在「圖形」、「樣式」的偏好對購買意願，有明顯正向影響。二、台灣消費者對於台灣伴手禮商品中，所重視的包裝設計屬性，依序為「圖形」、「色彩」、「文字」、「樣式」，其中「圖形」、「色彩」的偏好對購買意願，有明顯的正向影響性。三、中國大陸男、女消費者在購買意願上，男性重視「圖形屬性」、女性則明顯著重於「文字」、「色彩」屬性。四、中國大陸消費者在選購伴手禮時，若以「自用」為目的，較著重於「色彩偏好」，如果選擇「送人」時，則著重「文字偏好」，兩者有明顯差異性。五、促使兩岸消費產生購買意願的最大的包裝設計屬性，皆為「圖形屬性」；另外，台灣比大陸消費者重視色彩屬性，大陸則比台灣消費者重視樣式屬性。
本研究提供設計者瞭解兩岸消費者在包裝設計屬性上的異同，並提供兩岸三地的設計產業，在未來包裝設計上的組合性參考。

In 2008, Taiwan’s government opened the country up to visits from mainland Chinese travel groups, who soon demonstrated their impressive purchasing power by regarding food gifts. In the age of big data, this study aims to explore what design attributes of food gift box packaging attract Chinese customers.
To measure the preferences of Chinese travelers and the effects of packaging design attributes on their purchase decisions, this study used structural equation modeling methods to analyze 1,200 copies of empirical data collected from participants who visited at a travel fair head in Yunnan, China. Further survey samples were gathered at the duty-free shops in Taiwan's Taoyuan Airport.
This study makes five significant findings. Firstly, consumers from the Chinese mainland pay the most attention to the image, style, color, and texture of the packaging, in that order. Image and style, in particular, positively influence consumers' preference for products. Secondly, Taiwanese consumers focus on the image, color, texture, and style of the packaging, in that order. Image and color are the most significant attributes in convincing them to buy. Thirdly, male consumers among the Chinese pay particular attention to image, while females attach more importance to character and color. Fourthly, when mainland consumers buy food gifts for their own use, they emphasize color, but when they buy gifts for others, they emphasize texture. Both choices vary widely. Fifthly, the nature of image drives consumers to buy. Additionally, Taiwanese consumers pay more attention to color than mainland users while mainland consumers care more about style.
These findings provide key points for packaging design that targets Chinese consumers, encouraging them to choose Taiwanese food gifts. The findings will also serve as valuable references materials for product designers working on future commercial designs.

誌謝 iv
摘要 v
ABSTRACT vi
目次 vii
表次 ix
圖次 xii
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 2
第貳章 文獻探討 3
第一節 兩岸人民消費力 3
第二節 旅遊消費行為 8
第三節 包裝設計屬性 9
第四節 包裝設計屬性與購買意願 17
第五節 包裝滿意與購買意願 19
第參章 研究方法 23
第一節 研究架構與流程 23
第二節 受測商品樣本蒐集 26
第三節 商品互動介面設計 28
第四節 受測環境與操作過程 32
第五節 資料分析 34
第肆章 資料分析與結果 36
第一節 研究對象特徵 37
第二節 包裝設計屬性測量模式 40
第三節 包裝設計屬性結構方程模式 44
第四節 中國大陸包裝設計屬性測量模式 47
第五節 台灣包裝設計屬性測量模式 57
第六節 兩岸受測者知覺偏好比較 69
第五章結論與建議 101
第一節 研究結論 101
第二節 討論與建議 106
參考文獻 109
中文部份 109
英文部份 113
附錄一、包裝設計屬性實驗設計介面 125
附錄二、包裝設計屬性實驗設計之受測商品 126

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