包装颜色对消费者选择行为影响研究.pdf

上海交通大学硕士研究生论文 包装颜色对消费者选择行为的影响研究 愿存在显著影响，并受到产品功能和口味的调节作用；（2）态度在 包装颜色影响消费者购买意愿并受产品功能和口味调节的过程中，起 中介作用；（3）包装颜色对消费者的购买选择存在影响，并受产品 功能和口味调节。 本研究的创新点在于：第一，与以往大部分包装颜色研究不同， 本文从消费者行为角度出发，并采用了定量分析的研究方法；第二， 本文在研究包装颜色对消费者选择的影响的基础上，分析了调节变量 在其中所起的作用。 关键词：包装颜色，产品功能，产品口味，态度，购买意愿，消费者 选择 上海交通大学硕士研究生论文 包装颜色对消费者选择行为的影响研究 RESEARCH ON THE COLOR OF PACKAGE EFFECT ON CONSUMER CHOICE BEHAVOR ABSTRACT In today’s market, all kinds of commodities becoming more abundant, consumers have more choices than in the past. In order to attract the attention of consumers, marketers adopt various ways to make themselves stand out from a number of commodities. Packaging began to become a marketing weapon. In the many elements of packaging, color has a significant impact on consumers’ buying decision. Whether from the perspective of theory study, or from the perspective of marketing strategy, it is very important to understanding the effect of color in packaging on consumer choice behavior. However, there are two issues existing in the research of packaging color effect on consumer choice behavior. First, the existing packaging color studies are mostly from the packaging design point of view, less from the point of consumer behavior research. Second, the effect of color on consumer behavior may be subject to adjustment factors. More researches are needed on the regulatory effect of the adjustment factors. 上海交通大学硕士研究生论文 包装颜色对消费者选择行为的影响研究 Based on the two issues, this article selected milk as research object and used experimental method to do the research. The effect on consumer choice behavior from color has been discussed. Two adj