茶饮料容器包装形状对消费者选择行为的影响研究
发布时间：2018-12-07 15:37
【摘要】：随着现代社会的不断发展，商品不断丰富，消费者拥有比之前更多的选择。因此，对于我们所熟知的营销4P理论（价格、渠道、产品和促销），越来越多人提出包装成为营销策略的第五个“P”。包装正逐渐被消费者、营销人员、学者关注。包装受多因素共同影响，形状作为包装的影响因素之一，具有较为直接的视觉冲击，因此尤为重要。目前国内外的专家、学者已经研究了形状对于消费者购买存在影响。但目前关于包装形状的研究更多的倾向从包装的产品需要、美学设计角度，忽视了消费者受包装影响的行为变化。 基于此，本文选择了低介入度的茶饮料包装为研究对象，采用实验的研究方法进行定量的研究。以茶饮料包装形状作为自变量，以产品功能，产品口味为调节变量，消费者对产品态度，购买意愿和消费者选择为因变量。通过实验收集第一手数据，采用统计分析方法对数据进行分析处理，最终得出实验结果，结合市场实际情况，，给出营销建议。 研究结果表明：（1）包装形状在消费者对产品的态度和购买意愿上存在显著影响，并受到产品功能和口味的调节作用；（2）态度在包装形状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）包装形状对消费者的购买选择存在影响，并受产品功能和口味调节。
[Abstract]:With the development of modern society, the consumer has more choices than before. Therefore, for the marketing 4p theory (price, channel, product and promotion), more and more people put forward packaging as the fifth "P" of marketing strategy. Packaging is gradually being concerned by consumers, marketers and scholars. Packaging is affected by many factors together. As one of the influencing factors of packaging, the shape has more direct visual impact, so it is particularly important. At present, experts and scholars at home and abroad have studied the influence of shape on consumer purchase. However, the current research on packaging shape tends to ignore the behavior changes of consumers affected by packaging from the point of view of product needs and aesthetic design. Based on this, the tea beverage packaging with low intervention degree was chosen as the research object, and the quantitative research was carried out by the experimental method. Taking tea beverage packaging shape as independent variable, product function and product taste as adjusting variable, consumer's attitude towards product, willingness to buy and consumer's choice are dependent variables. The first hand data is collected through experiment, and the data is analyzed and processed by the method of statistical analysis. Finally, the experimental results are obtained, and the marketing suggestions are given according to the actual situation of the market. The results show that: (1) Packaging shape has significant influence on consumer's attitude to product and purchase intention, and is regulated by product function and taste; (2) attitude plays an intermediary role in the process that packaging shape influences consumer's purchase intention and is adjusted by product function and taste; (3) Packaging shape has influence on consumer's purchase choice and is adjusted by product function and taste.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TS206.1;F126.1
本文编号：2367408
[Abstract]:With the development of modern society, the consumer has more choices than before. Therefore, for the marketing 4p theory (price, channel, product and promotion), more and more people put forward packaging as the fifth "P" of marketing strategy. Packaging is gradually being concerned by consumers, marketers and scholars. Packaging is affected by many factors together. As one of the influencing factors of packaging, the shape has more direct visual impact, so it is particularly important. At present, experts and scholars at home and abroad have studied the influence of shape on consumer purchase. However, the current research on packaging shape tends to ignore the behavior changes of consumers affected by packaging from the point of view of product needs and aesthetic design. Based on this, the tea beverage packaging with low intervention degree was chosen as the research object, and the quantitative research was carried out by the experimental method. Taking tea beverage packaging shape as independent variable, product function and product taste as adjusting variable, consumer's attitude towards product, willingness to buy and consumer's choice are dependent variables. The first hand data is collected through experiment, and the data is analyzed and processed by the method of statistical analysis. Finally, the experimental results are obtained, and the marketing suggestions are given according to the actual situation of the market. The results show that: (1) Packaging shape has significant influence on consumer's attitude to product and purchase intention, and is regulated by product function and taste; (2) attitude plays an intermediary role in the process that packaging shape influences consumer's purchase intention and is adjusted by product function and taste; (3) Packaging shape has influence on consumer's purchase choice and is adjusted by product function and taste.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TS206.1;F126.1
【参考文献】
相关期刊论文 前2条
1 柳林，谢智武;包装造型结构的规范设计[J];包装工程;1996年06期
2 冯建英;穆维松;傅泽田;;消费者的购买意愿研究综述[J];现代管理科学;2006年11期
本文编号：2367408
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