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URN etd-0912117-145237 Statistics This thesis had been viewed 513 times. Download 0 times. Author Chun-Chin Chiu Author's Email Address No Public. Department Graduate Institute of Design Science Year 2016 Semester 2 Degree Ph.D. Type of Document Doctoral Dissertation Language zh-TW.Big5 Chinese Page Count 133 Title The Influence of Packaging Design Attributes of Food Gift Boxeson Cross-Strait Consumers' Purchase Intentions Keyword Packaging design Purchasing behavior Structural Equation Modeling Satisfaction Chinese travelers Chinese travelers Satisfaction Structural Equation Modeling Purchasing behavior Packaging design Abstract In 2008, Taiwan’s government opened the country up to visits from mainland Chinese travel groups, who soon demonstrated their impressive purchasing power by regarding food gifts. In the age of big data, this study aims to explore what design attributes of food gift box packaging attract Chinese customers.
To measure the preferences of Chinese travelers and the effects of packaging design attributes on their purchase decisions, this study used structural equation modeling methods to analyze 1,200 copies of empirical data collected from participants who visited at a travel fair head in Yunnan, China. Further survey samples were gathered at the duty-free shops in Taiwan's Taoyuan Airport.
This study makes five significant findings. Firstly, consumers from the Chinese mainland pay the most attention to the image, style, color, and texture of the packaging, in that order. Image and style, in particular, positively influence consumers' preference for products. Secondly, Taiwanese consumers focus on the image, color, texture, and style of the packaging, in that order. Image and color are the most significant attributes in convincing them to buy. Thirdly, male consumers among the Chinese pay particular attention to image, while females attach more importance to character and color. Fourthly, when mainland consumers buy food gifts for their own use, they emphasize color, but when they buy gifts for others, they emphasize texture. Both choices vary widely. Fifthly, the nature of image drives consumers to buy. Additionally, Taiwanese consumers pay more attention to color than mainland users while mainland consumers care more about style.
These findings provide key points for packaging design that targets Chinese consumers, encouraging them to choose Taiwanese food gifts. The findings will also serve as valuable references materials for product designers working on future commercial designs.
Advisor Committee Hao-Erl Yang - advisor
Files Date of Defense 2017-07-12 Date of Submission 2017-09-12