可爱造型之健康食品-2017CMR行销研究学术研讨会.PDFVIP

可愛造型之健康食品、產品包裝及產品容器 之間的交互作用對健康食品食用量之影響 The interaction of healthy cute food, on the effect of product packaging and product containers on consumption 洪鈞皓 CHUN-HAO HUNG 國立高雄應用科技大學 國際企業系 研究生 i 摘要 本研究以可愛造型之健康食品為研究主題，透過實驗設計建立不同情境，進一 步探討可愛造型之健康食品、產品包裝及產品容器之間的交互作用對健康食品 食用量之影響。並深入探討在不同類型可愛 (娃娃型 VS古怪型 )情況下，產品包 裝(透明 VS 不透明)及容器 (典型 VS 非典型)對消費者在產品的評價與使用量上 是否有不同程度的影響 。本研究以實驗設計法(Between-subjects design)進 行， 且透過經驗描述和情境設計，搭配可愛造型之健康食品與包裝 及容器 進行 實驗 ，並於實驗後回收問卷且測量該受測者食用量，並予以記錄分析。 研究結果指出，可愛造型可有效吸引消費者喜愛，進而增加消費量。其中有以 古怪型之可愛健康食品最為顯著 ;而娃娃型可愛則使 消費者對產品產生保護及照 顧感進而減少其實用量，同時也發現透過產品搭配不同包裝及造型容器皆會對 食用量造成影響 。本研究結果將可提供業者產品行銷策略制定，以及消費者在 健康食品選擇時 作為 參考依據。 ii Abstract This present study, we studied the healthy food of cute modeling, and discussed the influence of the interaction between healthy food, product packaging and product container on the consumption of healthy food. We also discussion on the different types of cute (Kindchenschema cuteness VS Whimsically cuteness) case, the product packaging (Transparent VS Opaque) and containers (Typical VS Non-Typical) on the consumer in the product evaluation and consumption effect. In this study, we uses experimental design to investigate on type of cuteness, packing and containers, and after the questionnaire to recover the questionnaire and measure the consumption of the subjects to record the analysis. The results show that products with cuteness can effectively attract consumers, and increase the consumption. Which has Whimsically cuteness health food are the most significant; and Kindchenschema cuteness it make reduce the consumption because of protection and take care emotion, but also found that through the product with different packaging and shape of containers will have an impact on food c