臺灣博碩士論文加值系統

包裝設計問題正迅速引起研究人員的關注，研究顯示消費者購買商品時，會根據產品包裝設計做選擇。此外，包裝上的產品訊息，如成分和營養訊息也增加了消費者的注意力，因為消費者重視的是健康。本研究旨在建立一個理論模型，來展示消費者對視覺食品包裝和訊息標籤的態度，對品牌知名度和購買意願的影響。本研究採量化研究方法，搜集了共650份的問卷資料。分析結果表明，視覺包裝和訊息標籤會直接影響品牌知名度，也必須一定得透過品牌知名度，才會影響消費者的購買意願。而關於全球品牌與本土品牌的比較，令人驚訝的發現表明，全球品牌與本土品牌之間並沒有差異。這意味著本土品牌可以與全球品牌競爭。此外，在商譽的知名度上，本研究還表明它們之間沒有區別。 這意味著印尼的消費者對任何品牌都有積極的看法和同樣的好感度。本研究為管理者提供了強調視覺包裝設計因素和訊息標籤的見解，以形成消費者的品牌意識並影響購買意願。

Packaging design issues are rapidly gaining the attention of researchers as evidence indicates that a majority of consumers are making choice decisions based on product package design. Furthermore, product information on packaging such as ingredients and nutrition information also increases consumers’ attention since consumers are concerned about healthy products. This study seeks to develop a theoretical model to show the effects of consumer attitudes toward visual food packaging and information label on brand awareness and purchase intention. A self-administered online questionnaire was developed from the literature, and 650 respondents participated in the study. The empirical results show that attitudes toward visual packaging and information labels directly impact brand awareness and indirectly (through brand awareness) influence purchase intention. Regarding the comparison between global and local brands, surprisingly finding shows no differentiation between global and local brands. It means the local brands can compete with the global brands. Additionally, in terms of high and low business reputation, this research also indicated that there is no differentiation between them. It implies that consumers in Indonesia have positive perceptions and the same favorability for any brand. This study provides managers with insights emphasizing the visual packaging design factors and informative labels to form consumers’ brand awareness and influence purchase intention.

摘要 i
Abstract iii
Acknowledgments v
Table of contents vi
List of Tables viii
List of Figures ix
CHAPTER 1: INTRODUCTION 1
1.1 Research background 1
1.2 Research motivation 4
1.3 Research objective 6
CHAPTER 2: LITERATURE REVIEW 7
2.1 Global and local product positioning 7
2.2 The important factors to influence customer’s purchase preferences 8
2.3 Package design 10
2.4 Information label 11
2.5 Brand awareness 11
2.6 Financial benefit 12
2.7 Social influence 13
2.8 Purchase intention 13
CHAPTER 3: HYPOTHESIS DEVELOPMENT AND METHODOLOGY 15
3.1 Effect of package design and information label 15
3.2 Effect of brand awareness on purchase intention 16
3.3 Moderating effect of financial benefit on brand awareness influencing purchase intention 17
3.4 Moderating effect of social influence on brand awareness influencing purchase intention 19
3.5 Conceptual Model 20
3.6 Research design, participant, and data collection procedure 21
3.7 Products 21
3.8 Construct measurement 23
CHAPTER 4: DATA ANALYSIS AND RESULTS 29
4.1 Demographics of the respondents 29
4.2 Shopping pattern of the respondents 31
4.3 Measurement verification 33
4.3.1 Reliability analysis 34
4.3.2 Exploratory factor analysis 35
4.3.3 Confirmatory factor analysis 37
4.4 Analytical results of the causal model 45
4.5 The group analysis for global and local brands 47
4.6 The group analysis for high and low business reputation 48
4.7 Findings from the group invariance analysis 49
4.8 Moderating effects of financial benefit and social influence 50
4.8.1 Moderating effect of financial benefit 51
4.8.2 Moderating effect of social influence 52
4.9 Mediating effect of brand awareness 53
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 55
5.1 General discussion 55
5.2 Theoretical implications 57
5.3 Managerial implications 59
5.4 Research limitations and future research directions 62

References 63
Appendix 70

Banerjee, S. (2009), “Effect of product category on promotional choice: comparative study of discounts and freebies”, Management Research News, Vol. 32, No. 2, pp. 120-131
Book, Laura A. and Tanford, S. (2020), “Measuring social influence from online traveler reviews”, Journal of Hospitality and Tourism Insights, Vol. 3, No. 1, pp. 54-72
Chen, H., Pang, J., Koo, M., and Patrick, V.M. (2020), “Shape Matters: Package Shape Informs Brand Status Categorization and Brand Choice”, Journal of Retailing, Vol. 96, pp. 266–281
Chen, Yu-Shan A. (2021), “Does outward appearance appeal to the inward mind? The impact of packaging finishes on brand impressions and the subsequent behavior of consumer”, Journal of Product & Brand Management, Vol. 30, No. 5, pp. 768–778
Curvelo, Isabelle C.G., Watanabe, Eluiza A.D.M., and Alfinito, S. (2019),” Purchase intention of organic food under the influence of attributes, consumer trust and perceived value”, Revista de Gestão, Vol. 26, No. 3, pp. 198-211
Dabbous, A., and Barakat, K.A. (2020), “Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention”, Journal of Retailing and Consumer Services, Vol. 53
Emrich, Teri E., Qi, Y., Cohen, Joanna E., Lou, Wendy Y., and L’Abbe, Mary L. (2015), “Front-of-pack symbols are not a reliable indicator of products with healthier nutrient profiles”, Appetite, Vol. 84, pp. 148–153
Graciola, A.P., Toni, D.D, Milan, G.S, and Eberle, L. (2020), “Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores”, Journal of Retailing and Consumer Services, Vol. 55
Huang, Yi C., Yang, M., and Wang, Yu C. (2014), “Effects of green brand on green purchase intention”, Marketing Intelligence & Planning, Vol. 32, No. 3, pp. 250-268
Huang, H.C., Chang, Y.T., Yeh, C.Y., and Liao, C.W. (2014), “The effects of price promotions on customer evaluations in coffee chain stores”, International Journal of Contemporary Hospitality Management, Vol. 26, No. 7, pp. 1065-1082
Hu, L.T. and Bentler, Peter M. (1999), “Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives”, Structural Equation Modeling, Vol. 6, No. 1, pp. 1-55
Husnain, M. and Toor, A. (2017), “The impact of social network marketing on consumer purchase intention in Pakistan: consumer engagement as a mediator”, Asian Journal Business Accounting, Vol. 10, No. 1, pp. 167–199
Hsu, C.L. and Lin, J.C.C. (2016), “Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention”, Technological Forecasting & Social Change, Vol. 108, pp. 42–53
Jarvenpaa, Sirkka L. and Staples, D. Sandy. (2000), “The use of collaborative electronic media for information sharing: an exploratory study of determinants”, The Journal of Strategic Information Systems, Vol. 9 No. 2-3, pp. 129-154
Kaiser, H.F and Rice, J. (1974), “Little jiffy, mark IV”, Educational and psychological measurement, Vol. 34, No. 1, pp. 111-117
Kumar, A., Kim, Y.K., and Pelton, L. (2009), “Indian consumers’ purchase behavior toward US versus local brands”, International Journal of Retail & Distribution Management, Vol. 37, No. 6, pp. 510-526
Lassoued, R. and Hobbs, Jill E. (2015), “Consumer confidence in credence attributes: The role of brand trust”, Food Policy, Vol. 52, pp. 99–107
Lee, Jia E., Goh, Mei L., and Nazri, Mohd B.M.N. (2019), “Understanding purchase intention of university students towards skin care products”, PSU Research Review, Vol. 3, No. 3, pp. 161-178
Le, Minh T.H. (2021), “The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences”, Spanish Journal of Marketing - ESIC, Vol. 25, No. 1, pp. 152-175
Luo, P., Guo, G., and Zhang, W. (2022), “The role of social influence in green travel behavior in rural China”, Transportation Research, Part D, Vol. 107
Macdonald, E.K. and Sharp, B.M. (2000), “Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication”, Journal of Business Research, Vol. 48, pp. 5–15
Mafe, C.R., Tronch, J., and Blas, S.S. (2016), “The role of emotions and social influences on consumer loyalty towards online travel communities” Journal of Service Theory and Practice, Vol. 26, No. 5, pp. 534-558
Makri, K., Papadas, Karolos K., and Schlegelmilch, Bodo B. (2019), “Global-local consumer identities as drivers of global digital brand usage”, International Marketing Review, Vol. 36, No. 5, pp. 702-725
Marsh, H.W and Hocevar, D. (1985), “Application of confirmatory factor analysis to the study of self-concept: first-and higher order factor models and their invariance across groups”, Psychological Bulletin, Vol.97, No. 3, pp. 562–582
Martinsa, J., Costab, Catarina., Oliveirab, T., Gonçalvesa, R., and Branco, F. (2019), “How smartphone advertising influences consumers' purchase intention”, Journal of Business Research, Vol. 94, pp. 378–387
Mazzù, Marco F., Romani S., Baccelloni, A. and Lavini, L. (2022), “Introducing the Front-Of-Pack Acceptance Model: the role of usefulness and ease of use in European consumers’ acceptance of Front-Of-Pack Labels”, International Journal of Food Sciences and Nutrition, Vol. 73, No. 3, pp. 378–395
Merwe, D.V.D., Bosman, M., and Ellis, S. (2014), “Consumers' opinions and use of food labels: Results from an urban−rural hybrid area in South Africa”, Food Research International, Vol. 63, pp, 100–107
Molina, C.M., Moreno, M.R., and Cristobal. R.P. (2021), “Analysis of the moderating effect of front-of-pack labelling on the relation between brand attitude and purchasing intention”, Journal of Business Research, Vol. 122, pp. 304–310
Mukherjee, D., Makarius, E.E., and Stevens, C.E. (2018), “Business group reputation and affiliates’ internationalization strategies”, Journal of World Business, Vol. 53, pp. 93–103
Mulaik, Stanley A., James, Larry R., Alstine, Judith V., Bennett, J., Lind, S., and Stilwell, C. Dean. (1989), “Evaluation of Goodness-of-Fit Indices for Structural Equation Models”, Psychological Bulletin, Vol. 105, pp. 430-445
Olšanova, K., Ríos, Andrea E., Cook, G., Kral, P., and Zlatic, M. (2022), “Impact of the awareness of brand-related CSR activities on purchase intention for luxury brands”, Social Responsibility Journal, VOL. 18, NO. 3, pp. 597-618
Preacher, Kristopher J. and Hayes, Andrew F. (2008), “Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models”, Behavior Research Methods, Vol. 40, No. 3, pp. 879-891
Ratriyana, I. (2018), “Global Brand Perception in Indonesian Young Consumer”, Knowledge and Social Transformation, pp. 357–371
Rimpeekool, M., Kirk, M., Yiengprugsawan, V., Banwell, C., Seubsman, S.A., and Sleigh, A. (2017), “Nutrition label experience and consumption of transitional foods among a nationwide cohort of 42,750 Thai adults”, British Food Journal, Vol. 119, No. 2, pp. 425-439
Safeer, A.A., Abrar, M., Liu, H., and Yuanqiong, H. (2021), “Effects of perceived brand localness and perceived brand globalness on consumer behavioral intentions in emerging markets”, Management Decision, Vol. 25
Santos, O., Alarcao, V, Santos, Rodrigo F., Fernandes, J., Virgolino, A., Sena, C., Vieira, Carlota P., Gregorio, Maria J., Nogueira, P., Graça, P., and Costa, A. (2020), “Impact of different front-of-pack nutrition labels on online food choices”, Appetite, Vol. 154
Schumacker, Randall E. and Lomax, Richard G. (2004), “A beginner's guide to structural equation modeling”, Psychology press
Sharifi, Seyed S. (2014), “Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness”, European Business Review, Vol. 26, No. 1, pp. 43-63
Sharma, S. (1996), “Applied multivariate techniques”, John Willey and Sons
Shukla, P., Singh, J. and Wang, W. (2022), “The influence of creative packaging design on customer motivation to process and purchase decisions”, Journal of Business Research, Vol 147, pp. 338–347
Silva, Muthu D., Wang, J., and Kuah, Adrian T.H. (2021), “Why wouldn’t green appeal drive purchase intention? Moderation effects of consumption values in the UK and China”, Journal of Business Research, Vol. 122, pp. 713–724
Suki, Norazah M. (2016), “Green product purchase intention: impact of green brands, attitude, and knowledge”, British Food Journal, Vol. 118, No. 12, pp. 2893-2910
Stollery, A, and Jun, A.H. (2017), “The antecedents of perceived value in the Airbnb context”, Asia Pacific Journal of Innovation and Entrepreneurship, Vol. 11, No. 3, pp. 391-404
Taber, Keith S. (2017), “The Use of Cronbach’s Alpha When Developing and Reporting Research Instruments in Science Education”, Research in Science Education
Taghavi, Mahsa S. and Seyedsalehi, A. (2015), “The effect of packaging and brand on children’s and parents’ purchasing decisions and the moderating role of pester power”, British Food Journal, Vol. 117, No. 8, pp. 2017-2038
Talati, Z., Pettigrew, S., Kelly, B., Ball, K., Dixon, H., and Shilton, T. (2016), “Consumers' responses to front-of-pack labels that vary by interpretive Content”, Appetite, vol. 101, pp. 205-213
Thielemann, Vincent M., Ottenbacher, Michael C., and Harrington, Robert J. (2018), “Antecedents and consequences of perceived customer value in the restaurant industry”, International Hospitality Review, Vol. 32, No. 1, pp. 26-45
Tong, X. and Hawley, Jana M. (2009), “Measuring customer-based brand equity: empirical evidence from the sportswear market in China” Journal Product Brand Management, Vol. 18, No. 4, pp. 262–271
Tonkin, E., Meyer, S.B., Coveney, J., Webb, T., and Wilson, A.M. (2016), “The process of making trust related judgements through interaction with food labelling”, Food Policy, Vol. 63, pp. 1–11
Top Brand Award. (2022), https://www.topbrand-award.com/top-brand-index/
Wang, E.S.T. (2013), “The influence of visual packaging design on perceived food product quality, value, and brand preference”, International Journal of Retail & Distribution Management, Vol. 41 No. 10, pp. 805-816
Winit, W., Gregory, G., Cleveland, M., and Verlegh, P. (2014), “Global vs local brands: how home country bias and price differences impact brand evaluations”, International Marketing Review, Vol. 31, No. 2, pp. 102-128
Yeboah, E.A., Quaye, D.M., and Nimako, S.G. (2016), “The effects of lucky draw sales promotion on brand loyalty in mobile telecommunication industry”, African Journal of Economic and Management Studies, Vol. 7, No. 1, pp. 109-123
Yuan, K.H and Chan, W. (2016). “Measurement invariance via multigroup SEM: Issues and solutions with chi-square-difference tests”, Psychological Methods, Vol. 21, No. 3, pp. 405–426.
Zaltman, G and Burger, P. (1975), “Marketing research: Fundamentals and dynamics”, Dryden Press