本文關(guān)鍵詞：產(chǎn)品內(nèi)包裝數(shù)量線索對(duì)消費(fèi)量的影響研究　出處：《大連理工大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 產(chǎn)品包裝 數(shù)量線索 消費(fèi)量 限制性飲食 認(rèn)知負(fù)擔(dān)

【摘要】：產(chǎn)品包裝充斥在消費(fèi)的每個(gè)角落,研究發(fā)現(xiàn),包裝能夠在購(gòu)買(mǎi)和消費(fèi)這兩個(gè)關(guān)鍵時(shí)刻影響消費(fèi)者。因此,包裝也成為商家重要的促銷(xiāo)工具之一。受過(guò)度消費(fèi)行為現(xiàn)象的影響,產(chǎn)品包裝線索對(duì)消費(fèi)者行為的影響也備受學(xué)者關(guān)注,但國(guó)內(nèi)研究較少。另外,研究中關(guān)于包裝的概念較為模糊,組合包裝(含內(nèi)包裝)是現(xiàn)實(shí)中常見(jiàn)的包裝形式,卻是受研究者忽略的研究領(lǐng)域。商家如何優(yōu)化產(chǎn)品內(nèi)包裝數(shù)量以及包裝數(shù)量線索對(duì)消費(fèi)行為的影響,這些都尚不明確。因此,本文從產(chǎn)品組合包裝視角出發(fā),探究產(chǎn)品內(nèi)包裝數(shù)量線索對(duì)消費(fèi)行為的影響。并通過(guò)3個(gè)實(shí)驗(yàn),對(duì)研究進(jìn)行了論證。實(shí)驗(yàn)1,探究了產(chǎn)品內(nèi)包裝數(shù)量線索對(duì)消費(fèi)量的影響作用。實(shí)驗(yàn)結(jié)果表明,產(chǎn)品包裝數(shù)量線索能夠顯著的影響消費(fèi)者的消費(fèi)行為,而且包裝數(shù)量越多(8包vs.2包),消費(fèi)量越高。同時(shí)發(fā)現(xiàn),感知食用分量具有部分中介作用。實(shí)驗(yàn)2,探究了限制性飲食的調(diào)節(jié)作用。實(shí)驗(yàn)結(jié)果表明,當(dāng)消費(fèi)人群為限制性飲食者時(shí),包裝數(shù)量線索對(duì)消費(fèi)量的影響效應(yīng)消失；當(dāng)消費(fèi)人群為非限制性飲食者時(shí),包裝數(shù)量線索對(duì)消費(fèi)量的影響效應(yīng)依舊顯著,而且包裝數(shù)量越多,消費(fèi)量越高。實(shí)驗(yàn)3,探究了消費(fèi)者在不同的認(rèn)知負(fù)擔(dān)(有vs.無(wú))情況下,產(chǎn)品包裝數(shù)量線索對(duì)消費(fèi)量的影響效應(yīng)。實(shí)驗(yàn)結(jié)果表明,當(dāng)消費(fèi)者處于認(rèn)知負(fù)擔(dān)環(huán)境時(shí),包裝數(shù)量線索對(duì)消費(fèi)量的影響效應(yīng)消失；當(dāng)消費(fèi)者處于無(wú)認(rèn)知負(fù)擔(dān)環(huán)境時(shí),包裝數(shù)量線索對(duì)消費(fèi)量的影響效應(yīng)依舊顯著,而且包裝數(shù)量越多,消費(fèi)量越高。最后,對(duì)本文的研究結(jié)論進(jìn)行了總結(jié),明確了研究意義和創(chuàng)新點(diǎn),并指出了研究的不足以及對(duì)未來(lái)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.

【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F273.2;F713.55

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