| 曹献馥,曹献秋.茶叶包装中影响消费者购买意愿的设计要素研究[J].包装工程,2022,43(4):332-339. |
| 茶叶包装中影响消费者购买意愿的设计要素研究 |
| Design Elements Affecting Consumers Purchase Willingness in Tea Packaging |
| 投稿时间：2021-11-05 |
| DOI：10.19554/j.cnki.1001-3563.2022.04.041 |
| 中文关键词: 茶叶包装 购买意愿 因子分析 结构方程模型 设计策略 |
| 英文关键词: tea packaging purchase intention factor analysis structural equation model design strategy |
| 基金项目:海南省教育科学“十三五”规划2020年度重点委托课题(QJZ20201204) |
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| 中文摘要: |
| 目的 提取茶叶包装中影响消费者购买意愿的设计要素，为茶叶包装的设计提供有效的指导。方法 首先，通过用户访谈的方式来获取消费者在选购茶叶时受哪些包装因素的影响，并将这些因素转化为设计要素，然后运用因子分析法对获取的设计要素进行维度划分，进一步借助结构方程模型分析影响消费者购买意愿的作用机制的4个维度，并确定各维度下设计要素的优先级，以此来指导茶叶包装的设计。结论 通过用户访谈共提取了19项茶叶包装的设计要素，将其划分为视觉属性、功能属性、情感属性和价值属性4个维度，借助结构方程模型证实了4个维度均对消费者选购何种茶叶的意愿产生了一定的作用，并且都产生了正向的影响，进一步确定了各个设计要素的优先级，并根据分析结果提出了相关的设计策略，为设计师进行茶叶包装设计提供了一定的参考价值。 |
| 英文摘要: |
| This paper is toextract the design elements of tea packaging that affect consumers’ purchase willingness and to provide effective guidance for the design of tea packaging. Firstly, through user interviews, we obtain what packaging factors influence consumers when purchasing tea, and transform these factors into design elements, and then use factor analysis to divide the dimensions of the acquired design elements, and further use structural equation models to analyze the mechanism of the four dimensions that affect consumers’ purchase willingness, and determine the priority of design elements in each dimension to guide the design of tea packaging. Through user interviews, a total of 19 tea packaging design elements were extracted and divided into four dimensions:visual attributes, functional attributes, emotional attributes, and value attributes. With the help of structural equation modeling, it was confirmed that all 4 dimensions play a role in consumers’ willingness to choose which kind of tea to purchase. The willingness to purchase what kind of tea has a certain effect, and all have a positive impact. The priority of each design element is further determined, and related design strategies are proposed based on the analysis results to provide designers when designing tea packaging certain reference value. |
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