产品内包装数量线索对消费量的影响研究

发布时间：2018-01-08 17:36

本文关键词：产品内包装数量线索对消费量的影响研究　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：产品包装充斥在消费的每个角落,研究发现,包装能够在购买和消费这两个关键时刻影响消费者。因此,包装也成为商家重要的促销工具之一。受过度消费行为现象的影响,产品包装线索对消费者行为的影响也备受学者关注,但国内研究较少。另外,研究中关于包装的概念较为模糊,组合包装(含内包装)是现实中常见的包装形式,却是受研究者忽略的研究领域。商家如何优化产品内包装数量以及包装数量线索对消费行为的影响,这些都尚不明确。因此,本文从产品组合包装视角出发,探究产品内包装数量线索对消费行为的影响。并通过3个实验,对研究进行了论证。实验1,探究了产品内包装数量线索对消费量的影响作用。实验结果表明,产品包装数量线索能够显著的影响消费者的消费行为,而且包装数量越多(8包vs.2包),消费量越高。同时发现,感知食用分量具有部分中介作用。实验2,探究了限制性饮食的调节作用。实验结果表明,当消费人群为限制性饮食者时,包装数量线索对消费量的影响效应消失；当消费人群为非限制性饮食者时,包装数量线索对消费量的影响效应依旧显著,而且包装数量越多,消费量越高。实验3,探究了消费者在不同的认知负担(有vs.无)情况下,产品包装数量线索对消费量的影响效应。实验结果表明,当消费者处于认知负担环境时,包装数量线索对消费量的影响效应消失；当消费者处于无认知负担环境时,包装数量线索对消费量的影响效应依旧显著,而且包装数量越多,消费量越高。最后,对本文的研究结论进行了总结,明确了研究意义和创新点,并指出了研究的不足以及对未来研究的展望。
[Abstract]:The study found that in every corner, full of consumer product packaging, packaging can influence consumers in these two key moments of purchase and consumption. Therefore, the packaging has become one of the important business promotion tools. Affected by the behavior of excessive consumption phenomenon, affect the product packaging cues on consumer behavior is also the concern of scholars, but domestic research is less. In addition, the research in the concept of packaging is vague, combination packaging (including packaging) is a common form of packaging in reality, research field is ignored by researchers. How to optimize the business impact of the product packaging quantity and packing quantity cues on consumer behavior, which is not clear. Therefore, this article from the product portfolio packaging perspective, to explore the impact of the number of product packaging cues on consumer behavior. And through 3 experiments, the research demonstrated. Experiment 1 explored the product packaging The number of cue effects on consumption. The experimental results show that the number of product packaging trail can affect consumer behavior significantly, and the packaging number (8 vs.2), the higher the consumption. At the same time, the perception of edible components with part of the intermediary role. Experiment 2 explores the regulation of restrictive diet the experimental results show that when the consumer groups for restrictive diet, vanishing effect packing quantity cue effects on consumption; when the consumer groups for non restrictive diet, the effect of packing quantity cue effects on consumption is still significant, but the packing amount is more, the higher the consumption. In Experiment 3, inquiry consumers in different cognitive burden (vs. and no) case, effect of product packaging quantity cue effects on consumption. The experimental results show that when consumers are in the cognitive burden on the environment, the number of clues cancellation package The effect of the amount of fees disappeared; when consumers are in no cognitive burden on the environment, the effect of packing quantity cue effects on consumption is still significant, but the packing amount is more, the higher the consumption. Finally, the conclusions of this study are summarized, the research significance and innovation, and pointed out the lack of research and the prospect of future research.

【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F713.55

【共引文献】