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    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/101992

    題名: 品牌形象及包裝設計對購買意願影響 : 以包裝咖啡為例
    其他題名: The influence of brand image and package design on consumer purchase intension : a case study on ready-to-drink packaged coffee
    作者: 劉彥廷;Liu, Yen-Ting
    貢獻者: 淡江大學國際企業學系碩士在職專班
    關鍵詞: 品牌形象;包裝設計;購買意願;Brand Image;Package Design;Purchase Intension
    日期: 2014
    上傳時間: 2015-05-04 09:44:50 (UTC+8)
    摘要: 本研究主要在於探討包裝加啡為例的品牌形象與包裝設計對購買意願的影響及包裝種類對購買意願的差異性分析。本文的研究樣本採用便利抽樣,採取面對面方式發放紙本問卷,經剔除部分無效問卷後有效問卷為357份。本研究進行信度、變異數分析,並以迴歸分析來探討品牌形象及包裝設計各構面對購買意願的相互影響關係,以驗證本研究之架構。
    This study aims to discuss the effects of brand image and package design on consumers'' purchase intention by using packaged coffee as an example. In the present research, convenience sampling was employed, and paper-based face-to-face questionnaires were distributed. There remained 357 valid questionnaires after the exclusion of invalid ones. To testify the research framework of this study, reliability tests, analyses of variance, and regression analyses were conducted to investigate the mutual influence of brand image and package design on different aspects of purchase intention.

    Through hypothesis testing, the following results were obtained. Consumers'' purchase intention was significantly affected by their occupation, education level, and amount of disposable income. In addition, packaging types are significantly different in brand image and package design. Functional brand image, package design, and package patterns have a significant influence on purchase intention. According to the results of this study, the following three suggestions were offered. First, embellish package design to enhance purchase intention. Second, upgrade brand image to increase purchase intention. Third, adopt differentiated marketing strategies. These can serve as practical references of marketing for business owners, which should thereby increase the market share of packaged coffee. Suggestions of follow-up studies were also made for future researchers to further delve into these issues.
    顯示於類別:[國際企業學系暨研究所] 學位論文


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