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博碩士論文 etd-1027120-003253 詳細資訊
Title page for etd-1027120-003253
論文名稱
Title
產品標籤設計-為了達成目的的手段 信息強度、質量評估及信息處理對消費者行為和態度的影響
PRODUCT LABEL DESIGN – A MEANS TO AN END The Effect of Information Intensity, Quality Assessment and Information Processing on Consumer's Behavior and Attitude
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
41
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2020-11-23
繳交日期
Date of Submission
2020-11-27
關鍵字
Keywords
消費者行為、購買意願、包裝、包裝要素
Packaging, packaging elements, consumer behavior, purchase intention
統計
Statistics
本論文已被瀏覽 278 次,被下載 44
The thesis/dissertation has been browsed 278 times, has been downloaded 44 times.
中文摘要
消費者在化妝品的購買決策中常被其眾多的數量及精美的包裝感到選擇太多,無所適從。本研究旨在探討何種變數對購買決策造成更積極的影響,以採用2(信息強度:高與低)x2(產品質量評估:暗與亮)x2(信息處理:高與低)的實驗設計,收集並分析366份有效問券。研究結果歸納出在特定條件下導致較高的質量感知、對設計與產品的積極態度以及較高的購買意願。文中針對管理意涵進行討論。
Abstract
Consumers are overwhelmed with the number of personal care products and their attractive packaging during the decision-making process. This study explores which aspects of label design leads to more positive effects. The study uses a 2 (information intensity: high versus low) × 2 (product quality assessment: dark versus bright) × 2 (information processing: high versus low) experimental design (n = 366). Specific conditions consistently lead to higher quality perception, positive attitudes toward the design and the product, and a higher purchase intention. The findings of the survey are discussed concerning theoretical and managerial implications.
目次 Table of Contents
Thesis Verification Letter ........................................................................................................... i
摘要 ............................................................................................................................................ ii
Abstract ...................................................................................................................................... ii
Table of Contents ...................................................................................................................... iii
List of Tables ............................................................................................................................ iv
List of Figures ........................................................................................................................... iv
Sworn Declaration ..................................................................................................................... v
1. Introduction ...................................................................................................................... 1
Motivation .................................................................................................................. 1
Objectives of the Study .............................................................................................. 2
Structure of the Thesis ............................................................................................... 3
2. Background and Hypotheses .......................................................................................... 3
Written Product Information ...................................................................................... 3
Product Quality Assessment ...................................................................................... 5
Information Processing Perspective ........................................................................... 7
3. Methods ............................................................................................................................. 8
Sample ........................................................................................................................ 8
Manipulations .......................................................................................................... 11
Manipulation Check ................................................................................................. 12
Test for Random Condition Assignment ................................................................. 13
Variables .................................................................................................................. 13
3.5.1. Dependent Variables ............................................................................................ 13
3.5.1. Covariates ............................................................................................................ 14
iv
Reliability Tests ....................................................................................................... 14
4. Results ............................................................................................................................. 15
Two-Way Between-Subjects Analyses .................................................................... 15
Findings .................................................................................................................... 19
4.2.1. Information Intensity ........................................................................................... 19
4.2.2. Product Quality Assessment ................................................................................ 20
4.2.3. Information Processing Perspective ..................................................................... 21
5. Discussion ........................................................................................................................ 22
Theoretical Implications .......................................................................................... 23
Managerial Implications .......................................................................................... 24
Limitations and Future Research ............................................................................. 25
6. References ....................................................................................................................... 27
7. Appendix ......................................................................................................................... 33
8. Curriculum Vitae ........................................................................................................... 34
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