| 题名 |
冰棒包裝色彩之消費者喜好調查－以台灣四大超商為例 |
| 并列篇名 |
Consumer Preference towards Ice Popsicles Packaging-A Study Based on The Four Main Convenience Stores in Taiwan |
| 作者 |
賴思縈(Ssu-Ying Lai)；洪明宏(Hong-Ming Hong) |
| 关键词 |
冰棒包裝 ； 包裝色彩 ； 色彩喜好 ； Iced Products Packaging ； Color of Packaging ； Preference of Color |
| 期刊名称 |
中華印刷科技年報 |
| 卷期/出版年月 |
2022（2022 / 05 / 01） |
| 页次 |
229 - 238 |
| 内容语文 |
繁體中文 |
| 中文摘要 |
炎炎夏日裡，能夠在任一家便利商店買到一支冰涼解熱的冰棒，既消暑又便利。台灣的冰棒又名為枝仔冰，是台灣最具特色的冰品之一。以前的口味選擇簡單，包含紅豆、花生等傳統風味；而現今的冰品種類五花八門，眾多品項都可以在臺灣的各大超商如7-Eleven、全家便利商店、OK超商及萊爾富中找到。隨著全球氣候變遷及飲食習慣變化，消費者對冰類產品需求更甚以往，世界各地冰品業者也紛紛研發生產各式產品，希望帶給民眾更多選擇與驚奇。本計畫主題欲著重產品包裝色彩，排除品牌及企業形象、商品種類及口味與其他消費經驗等影響因素，單純分析包裝的色彩如何影響消費者選擇及購買行為。本研究動機為探索包裝色彩如何影響消費行為。透過調查與訪談，分析消費者對臺灣品牌冰品包裝的喜好配色，並了解大多消費者是透過包裝配色聯想產品口味進而選購自己所喜好的商品。此研究目的希望能將研究結果運用於產品包裝設計，以提升消費者購買慾。 |
| 英文摘要 |
It is an efficient way to cool off in the summer with a refreshing popsicle which you can get in any convenience store nearby. Speaking of the popsicle (also called as Kia-ping in Taiwanese), it is one of the most signature ice dessert in Taiwan and we also have a lot of traditional flavors such as azuki bean and peanut in the old days. Today, there is a diverse selection of ice pop made around the world. People can get it easily in Taiwan's four main convenience stores: 7-11, Family Mart, OK Mart and Hi-Life. With global warming and the change of human's eating behavior, the demands for iced products increase greatly. The food industry started producing more kinds of iced products, providing more options and giving more surprise to the consumers. Regardless the brands, product types, flavors or any previous purchasing experiences, this study is to analyze consumers' desire and their buying behavior towards iced products based on the color design of packaging only. The motive of this paper is to identify the factors affecting consumer buying behavior towards popsicles based on their preference of color. The data for this study has been collected through interviews and questionnaire and findings have been theoretically presented. The paper reveals that consumer behavior is largely affected by the association between color and flavors. Color calls forth consumer's identification of taste and finally effects their desire to consume. The goal of this project is to applicate the results of research to increase consumer's buying desire among the packaging design of ice pop products. |
| 主题分类 |
工程學 >
工程學總論 社會科學 > 傳播學 |
| 参考文献 |
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