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研究生:陳大可
研究生(外文):CHEN, TA-KO
論文名稱:包裝識別與品牌認知及品牌形象對消費者購買意願之影響 -以包裝咖啡為例
論文名稱(外文):The Package Identity, Brand Awareness and Brand Image on the Consumer Purchase Intention-An Example of Coffee Beverages Package
指導教授:何祖平何祖平引用關係
指導教授(外文):HO, TZU-PING
口試委員:許文宗王俊如
口試委員(外文):HSU, WEN-TSUNWANG, CHUN-JU
口試日期:2020-05-13
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:73
中文關鍵詞:包裝識別品牌認知品牌形象購買意願
外文關鍵詞:Packaging identificationBrand recognitionBrand imagePurchase intention
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隨著手搖飲料以及超商外帶咖啡的興起,包裝咖啡的市場逐漸萎縮,廠商紛紛改變產品包裝以創造不同品牌形象。面對多樣的選擇,消費者的品牌認知是否會因企業的品牌形象而影響購買意願,對於包裝識別而言是否也會影響消費者的購買意願,在加入品牌認知與品牌形象,包裝識別是否持續影響著購買意願,也是本論文所探討的重點。
本研究使用問卷調查法,並以市面上知名且常見的六樣包裝、顏色及形狀皆不同的品牌包裝咖啡做參考,探討「消費者購買包裝咖啡之習性」加入「人口統計變數」並試圖了解消費者對於品牌認知的重視程度、品牌形象、包裝識別,是否影響購買意願,經由迴歸分析結果,獲得以下結論:
1.多數人在購買包裝咖啡時會注意到包裝設計和材質及造型,單看包裝與識別對消費者的購買意願有顯著的影響。
2.品牌形象對於購買意願的顯著性最高,代表多數消費者認為品牌形象是購買意願最大的考量因素。
3.品牌認知不論是對購買意願還是品牌形象都有顯著的影響。
4.包裝與識別加入品牌認知與品牌形象時對購買意願來說顯著性較低,代表品牌認知與品牌形象是購買意願最主要的關鍵因素。
5.綜合各項分析結果,說明了品牌似乎是能夠站穩市場的基本要素,若要繼續在市場保持競爭力,企業除了提升品牌形象外,也必須隨時更新行銷手法,包裝識別的色彩與形狀的變化,亦可給消費者更容易將產品區隔化,另廣告資訊媒介也可多方面嘗試與進行,促使消費者在購買產品時能夠聯想企業整體形象。

With the rise of hand-drinking beverages and take-away coffee from convenience store, the market for packaged coffee has gradually shrunk. The manufacturers have changed their product packaging to create different brand images. This study intends to investigate the relationships of brand image, brand recognition, package identity and consumer purchasing intention in the packaged coffee market.
We use a questionnaire survey on 6 well-known packaged coffee brands with different design on packaging, color and shape. The results are as follows:
1.Most people pay attention to the packaging design and the material when they purchase packaged coffee. The packaging and brand identification contributed some influences on purchasing behavior.
2.Brand image gained the highest score in the survey influence purchasing behavior,
which represented that most of consumers reckoned that the brand image is the most important factor during their purchasing process.
3.Brand cognition and image has significant influence on purchasing behaviors.
4.In the survey result, brand recognition and brand image with the factors of packaging and recognition is low significant when making a purchasing decision, which shows that brand recognition and brand image are the most important key factors of purchase intention.
5.Comprehensive analysis results show that brand seems to be the initial factor to win the market. In order to continue to remain competitively in the market and keeping the brand image, enterprises must upgrade their marketing methods and make it easier for consumers to differentiate products. In addition, advertising on different media should applied and carried out to strengthen the connection between the consumers and the brands.

目錄 Ⅰ
圖目錄 Ⅱ
表目錄 III
第壹章 緒論 1
第一節 研究背景 1
第二節 研究目的 3
第三節 研究流程 4
第四節 研究範圍及限制 5
第貳章 文獻探討 6
第一節 包裝源起及定義 6
第二節 包裝飲料功能作用及層次分類 9
第三節 品牌形象與品牌認知 15
第四節 購買意願 21
第參章 研究方法 26
第一節 研究架構 26
第二節 研究假說 27
第三節 問卷設計 27
第四節 資料分析方法 31
第肆章 實證分析 33
第一節 基本資料分析調查結果 33
第二節 敘述性統計分析 42
第三節 因素分析與信度分析 43
第四節 Pearson相關係數分析 45
第五節 迴歸分析 45
第六節 假設檢定結果 49
第伍章 結論與建議 50
第一節 研究結論 50
第二節 研究建議 51
參考文獻 53
附錄:研究問卷 62
圖目錄
圖 1-1包裝咖啡類飲料內銷值(含間接外銷) 2
圖 1-2研究流程圖 4
圖 3-1研究架構 26
表目錄
表2-1 包裝之定義 8
表2-2 包裝飲料主要類型之優缺點 13
表3-1 問卷設計 29
表4-1 有效樣本之性別統計量表 33
表4-2 有效樣本之年齡敘述統計量表 34
表4-3 有效樣本之教育程度敘述統計量表 34
表4-4 有效樣本之職業類型敘述統計量表 35
表4-5 有效樣本之個人平均每月可支配所得敘述統計量表 35
表4-6 有效樣本之個人平均每月在包裝咖啡之消費金額敘述統計量表 36
表4-7 是否具有相關購買經驗之敘述統計量表 36
表4-8 是否曾購買品牌包裝咖啡之敘述統計量表 37
表4-9 最常購買包裝咖啡的地點之敘述統計量表 38
表4-10 購買包裝咖啡主要訊息及管道之敘述統計量表 39
表4-11 購買包裝咖啡是否會注意到某品牌的產品之敘述統計量表 39
表4-12 購買包裝咖啡是否會注意到包裝設計的造型與材質之敘述統計量表 40
表4-13 購買品牌包裝咖啡的動機是敘述統計量表 40
表4-14 願意花多少金額購買知名品牌包裝咖啡之敘述統計量表 41
表4-15 平均多久購買一次包裝咖啡之敘述統計量表 41
表4-16 各構面問項之敘述統計量表 42
表4-17 KMO與BARTLETT檢定 43
表4-18 各構面問項之因素分析表 43
表4-19 解說總變異量 44
表4-20 Pearson係數分析表 45
表4-21 中介效果之迴歸分析 46
表4-22 干擾效果之迴歸分析 47
表4-23 干擾中介效果之迴歸分析 48
表4-24 研究假設結果彙整表 49

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