消費者對軟性飲料外觀喜好影響因素之探討｜國立臺灣科技大學博碩士論文系統

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研究生：	陳芳蓮 Fang-lian Chen
論文名稱：	消費者對軟性飲料外觀喜好影響因素之探討 How Packing Affects the Product References of Customers in Soft Drink
指導教授：	李國光 Gwo-guang Lee
口試委員:	陳正綱 Cheng-kang Chen 周子銓 Tzu-chuan Chou
學位類別：	碩士 Master
系所名稱：	管理學院 - 管理學院MBA School of Management International (MBA)
論文出版年：	2014
畢業學年度：	102
語文別：	英文
論文頁數：	85
中文關鍵詞：	Regulatory focus 、Color emotion 、Hedonic 、Utilitarian 、Attitude 、Soft Drink
外文關鍵詞：	Regulatory focus, Color emotion, Hedonic, Utilitarian, Attitude, Soft Drink
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本研究提供一個以調節焦點理論為應用基礎,透過心理學角度的洞察與分析消費者的行為, 運用產品包裝設計與消費者溝通對話, 以協助市場行銷者在制定軟性飲料市場策略的參考建議。
色彩設計之於軟性飲料包裝的是被廣泛使用的行銷策略之一，然而鮮為人知的是，客戶的特性具有影響的效用性。藉由相關的色彩文獻與調節焦點理論來探究包裝色彩對消費者的感知與吸引力的影響脈絡。
產品態度經常被宣稱影響消費者的消費行為, 如何經由明確的證據顯示, 來支持這個論點? 消費者產品態度的信念是如何清晰地呈現其理論的架構與發展?
我們的假設與研究結果，明確的數據發現支持我們的論點,促進型焦點的消費者是明顯聚焦於暖色系的產品包裝設計與享樂型的產品利益, 而預防型的焦點的消費者, 則是明顯聚焦於冷色系的產品包裝設計與功能型的產品信念, 而研究結果闡釋了調節焦點如何影響消費者心理,同時;消費者有關於軟性飲料產品包裝色彩偏好與產品態度, 呈現了明顯的相異之處。

The major points established in this thesis are: this study is a response to the insight for a better understanding of consumer behavior which, as viewed from the RFT perspec-tive that enhances those of other disciplines. The study can be of help to those in mar-keting who has an interest in particular marketing strategies adapted to consumer be-havior.
Color design of soft drink packaging is a widely used marketing strategy, but little is known about the customer characteristics that effect its effectiveness. The current re-search contributes to the color literature by investigating the impact of regulatory focus on the perceived attractiveness of packaging color design.
It is often claimed that product benefits (e.g., hedonic versus utilitarian) affects consumption behavior. However, just how good is the evidence in support of this claim, and what are the underlying product benefits principle of approaching?
In two studies, we hypothesize and find support for the view that promotion fo-cused individuals perceive warm colors and hedonic benefit to be more attractive than prevention focused individuals, who are more likely to put relatively more emphasis on cool colors and hedonic benefit to performance and outcome. These findings support that self-regulatory focus effects in relation between customer choice and their buying intention preference, which in turn results in significant differences in attitudes emerged (e.g., individuals' goal orientation) toward colors and product benefits.

TABLE OF CONTENTS
中文摘要	I
ABSTRACT	II
ACKNOWLEDGEMENY	III
TABLE OF CONTENTS	IV
LIST OF TABLES	VII
LIST OF FIGURES	VIII
CHAPTER 1. INTRODUCTION	1
1.1. Research Background	1
1.2. Research Motivation	2
1.3. Research Gap	4
1.4. Research Purpose	4
1.5. Study Process	6
1.6. Overview of the Thesis	7
CHAPTER 2. LITERATURE REVIEW	8
2.1. Concepts of Regulatory Focus Theory	8
2.1.1. Regulatory Focus Theory	8
2.1.2. Regulatory Fit	11
2.1.3. Regulatory Fit Effects	12
2.2. Concepts of Color Emotion	14
2.2.1. Physiological Responses to Color	15
2.2.2 The Psychology of Color in Marketing	16
2.2.3. Color in Atmospherics	18
2.3. Concept of Customer Attitudes	19
2.3.1. Customer Attitude Definition	19
2.3.2 Attitude Structure and Function.	20
2.3.3 Related Applications	21
2.4. Product Benefits of Customer	22
2.4.1. Definition of Utilitarian and Hedonic Benefits	22
2.4.2. Characterization of Shopping Hedonists and Utilitarians	23
2.4.3. Related Applications	24
CHAPTER 3. RESEARCH MODEL AND HYPOTHESES	26
3.1. Research Model	26
3.2. Research Hypotheses	27
3.2.1. Regulatory Focus	27
3.2.2. Color Emotion	28
3.2.3. Product Benefit of Customer	28
3.2.4. Research Hypotheses	29
3.3. Summary	32
CHAPTER 4. RESEARCH METHODOLOGY	33
4.1. Sampling Frame and Sampling procedure	33
4.2 Operational Constructs	34
4.3. The Process of Questionnaire Design.	35
4.4. Pretesting	37
4.5. Data Analysis and Results	37
4.5.1. Sample Characteristics	38
4.5.2. Descriptive Statistics	39
4.5.3. Reliability Analysis	40
4.5.4a. Experiment 1	41
4.5.4b. Experiment 2	47
4.5.5. Summary	50
CHAPTER 5. CONCLUSIONS AND FUTURE RESEARCH	51
5.1. Theoretical Implications	51
5.2. Managerial Implications	53
5.3. Research Limitation	55
5.4. Further Research	57
REFERENCE	59
APPENDIX A – QUESTIONNAIRE ITEMS (IN ENGLISH)	64
APPENDIX B – QUESTIONNAIRE ITEMS (IN CHINESE)	66
授權書	74
































LIST OF TABLES
Table 2.1. Outcome- and Means-fit Studies and Persuasion	13
Table 2.2. Functions of Customer Attitudes	20
Table 2.3. Characterization of Shopping Hedonists and Utilitarians	24
Table 3.1. Differences between Promotion Focus and Prevention Focus	28
Table 3.2. Summary of Research Hypotheses	32
Table 4.1. Operational Definition	34
Table 4.2. Online Questionnaire Surveys Procedure	37
Table 4.3. Lists Response Participants’ Characteristics	39
Table 4.4. Mean and Standard Deviation of Variables	41
Table 4.5. Internal Reliability Statistics	43
Table 4.6. Factor loading Pattern (after Varimax Rotation) and Internal	43
Reliability for Prevention and Promotion Subscales	43
Table 4.7. The Results of an Analysis of Variance	45
Table 4.8. Internal Reliability Statistics	47
Table 4.9. Factor loading Pattern (after Varimax Rotation) and Internal	47
Reliability for Hedonic and Utilitarian Subscales	47
Table 4.10. The Results of an Analysis of Variance	48
Table 4.11. Summarized Result of Hypothesis Tests	50

                                

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URL: http://www.coloracademy.co.uk/Subjects/Munsell/ Munsell.htm
Last visited 04-05-2014

Colorcube Puzzle 1998
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Last visited 04-05-2014

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Last visited 06-05-2014

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Last visited 06-05-2014

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Last visited 06-05-2014

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