茶包裝產品名稱字體對消費者之影響

Abstract

在過去包裝元素的視覺效果對消費者的影響研究中，有諸多關於各種包裝要素重要性之比較的研究，也有一些針對圖案的樣式類別對消費者影響之研究。但是，過去的研究往往把包裝上的文字當成是一種對消費者在資訊上的提供元素，而鮮少有文獻探討文字字體的運用所產生的視覺效果對消費者的影響。本研究以東方具文化內涵的飲料－烏龍茶為例，探討這種帶有東方文化色彩的產品，對消費者來說，其包裝上產品名稱如果使用書法字體，是否會比使用一般印刷字體要更有視覺上的吸引力？對不同類別的消費者其視覺效果會不會有不一樣？本研究透過網路問卷，收集兩種問卷，分別收到121、102份樣本，以多元回歸來進行分析。結果發現，對不同類別消費者而言，烏龍茶參與度比較低的消費者對於產品名稱使用書法字體的包裝的態度大於烏龍茶參與程度比較高的消費者；而烏龍茶參與度比較低的消費者對於產品名稱使用新明細體的包裝則較烏龍茶參與程度比較高的消費者差。但不同字體的視覺效果對於不同性別則影響不大。本研究為包裝要素方面的研究上提供了一個方向，並為越來越重視包裝的業者提供了參考依據。

In the past, there are many studies about the impact of visual elements of package on consumers and comparisons about the importance of package elements, and there are also some literatures studying the impact of various package graphics on consumers; however,traditional studies often view package words as a way of providing information about the product inside the package,there are little literatures exploring the visual effect of different character forms on consumers. Therefore,this study use the oolong tea that is full of oriental history background as the product, and see if its package words use the form of calligraghy will be more appealing than printing.And what is the different effect of this visual element on different kinds of consumers? Through internet,this study collects 121 and 102 samples in each of the two questionaiers, and use multiple regression equation to analyze. Low involvement consumers reveal better attitude to the form of calligraphy than high involvement ones; while Ligh involvement consumers reveal worse attitude to the form of general printing form of character than high involvement ones. There is no significant different impact of two forms of words on men and women. This study provides a new direction of exploring the field of package elements, and the results can serve as a referece for the market in which the importace of package is on the rise.

Key words: package elements and consumers、product involvement、sex 、consumer’s attitude to the product