兩岸「鳳」情大不同？品牌商與陸客對鳳梨酥包裝插圖設計評估之差異

Is the Cross-Strait Atmosphere Different? Discrepancies between Branders and Chinese Tourists of Evaluation on Pineapple Pancakes Packaging Illustration Design

張榮杰(Weng-Kit Chong)；許佳琪(Chia-Keey Khor)

鳳梨酥 ； 包裝插圖 ； 偏好 ； 購買意願 ； 陸客 ； Pineapple Cake ； Packaging Illustrations ； Preferences ； Purchase Intention ； Chinese Tourists

島嶼觀光研究

10卷3期（2017 / 09 / 01）

66 - 100

繁體中文

鳳梨酥是臺灣具代表性之美食，並受陸客喜愛。鳳梨酥品牌商欲提升其商品競爭優勢，包裝設計不容忽視，尤其包裝插圖是誘發消費者對商品產生偏好與購買意願的重要元素。本研究欲探討鳳梨酥品牌商最常使用的包裝插圖設計與陸客評估之最佳鳳梨酥包裝插圖設計形式是否一致。本研究分為三部分：一、蒐集市售鳳梨酥包裝，歸納其插圖設計趨勢；二、透過問卷發放，對陸客進行包裝插圖偏好與購買意願檢測；三、將市場趨勢調查與受測者調查結果進行比較。研究發現，市售鳳梨酥包裝插圖以「原料+抽象象徵」居多；陸客所評定之最佳插圖設計為「無圖案+文字排版」，而鳳梨酥品牌商最常使用的包裝插圖設計與陸客所評估之最佳包裝插圖設計形式有差異。若欲改善鳳梨酥包裝設計，或推薦合適包裝予以陸客者，可參酌本研究成果。

Pineapple cake is the representative food in Taiwan. Research shows that Taiwan pineapple cake is popular among the Chinese tourists. As a matter of fact, packaging design can't be ignored if pineapple cake brands intend to continue stay competitive in the market. This research aims to analyze the relationship between Chinese tourists purchase intention and the packaging design of pineapple cake. This research divided into two sections. First, an exploration of the tendency of packaging illustrations design by collecting the different packaging of pineapple cakes from the market. Second, a survey of the Chinese tourists' preferences on pineapple packaging illustrations that would affect their purchase intention, and this could be done by distributing questionnaires to Chinese tourists. The study found that the mainstream form of illustration design on pineapple cake packaging in the market goes to ＂raw materials + abstract symbol＂; However, the best illustrations which Chinese tourists have highly praised is ＂no pattern + text layout＂. The result shows that there was a different thought in the best packaging design between the pineapple package designer and the consumer. Perhaps the study is needed to help improve the packaging design for pineapple cake, or recommend any appropriate packaging in order to make their products more appealing to Chinese tourists.

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