【摘要】：隨著現(xiàn)代社會的不斷發(fā)展，商品不斷豐富，消費者擁有比之前更多的選擇。因此，對于我們所熟知的營銷4P理論（價格、渠道、產(chǎn)品和促銷），越來越多人提出包裝成為營銷策略的第五個“P”。包裝正逐漸被消費者、營銷人員、學者關注。包裝受多因素共同影響，形狀作為包裝的影響因素之一，具有較為直接的視覺沖擊，因此尤為重要。目前國內(nèi)外的專家、學者已經(jīng)研究了形狀對于消費者購買存在影響。但目前關于包裝形狀的研究更多的傾向從包裝的產(chǎn)品需要、美學設計角度，忽視了消費者受包裝影響的行為變化。 基于此，本文選擇了低介入度的茶飲料包裝為研究對象，采用實驗的研究方法進行定量的研究。以茶飲料包裝形狀作為自變量，以產(chǎn)品功能，產(chǎn)品口味為調(diào)節(jié)變量，消費者對產(chǎn)品態(tài)度，購買意愿和消費者選擇為因變量。通過實驗收集第一手數(shù)據(jù)，采用統(tǒng)計分析方法對數(shù)據(jù)進行分析處理，最終得出實驗結果，結合市場實際情況，，給出營銷建議。 研究結果表明：（1）包裝形狀在消費者對產(chǎn)品的態(tài)度和購買意愿上存在顯著影響，并受到產(chǎn)品功能和口味的調(diào)節(jié)作用；（2）態(tài)度在包裝形狀影響消費者購買意愿并受產(chǎn)品功能和口味調(diào)節(jié)的過程中，起中介作用；（3）包裝形狀對消費者的購買選擇存在影響，并受產(chǎn)品功能和口味調(diào)節(jié)。
[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.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：TS206.1;F126.1

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本文編號：2367408