| 陈志龙,姚光明.基于“Z世代”消费者的农产品包装设计影响因素研究[J].包装工程,2024,45(14):292-297, 331. |
| 基于“Z世代”消费者的农产品包装设计影响因素研究 |
| Influencing Factors of Agricultural Product Packaging Design Based on "Generation Z" Consumers |
| 投稿时间：2024-02-14 |
| DOI：10.19554/j.cnki.1001-3563.2024.14.030 |
| 中文关键词: “Z世代” 消费 农产品包装设计 影响因素 |
| 英文关键词: Generation Z consumption agricultural product packaging design influencing factors |
| 基金项目:高等学校省级质量工程项目(2022zygzts104);淮南师范学院科研项目(2022XJYB017) |
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| 中文摘要: |
| 目的 探究“Z世代”消费人群消费特征，对农产品包装在结构设计、视觉设计、品牌文化的需求排序，为农产品包装设计提供准确的设计策略。方法 以KJ法获取农产品设计影响因素，利用模糊Kano模型，从多维度计算“Z世代”视角下农产品包装设计影响因素的重要度。结果 共回收363份有效问卷，Better系数均值0.55，Worse系数均值-0.42，农产品包装设计影响因素中品牌文化文化认同(Better=0.72，Worse=−0.37)属于魅力属性，包装设计结构的便携性(Better=0.66，Worse=−0.42)和差异性(Better=0.87，Worse=−0.69)，以及视觉设计的颜值(Better=0.64，Worse=−0.42)属于期望属性，品牌设计中的品牌定位(Better=0.47，Worse=−0.60)和品牌人格(Better=0.50，Worse=−0.66)属于必备属性，科技感(Better=0.32，Worse=−0.11)、喜庆(Better=0.32，Worse=−0.23)和直观性(Better=0.49，Worse=−0.30)属于无差异需求属性。结论 “Z世代”消费视角下的农产品包装设计影响因素主要有3个方面:包装结构设计、包装视觉设计和包装品牌文化设计，不同设计影响因素的重要程度存在差异。农产品包装设计的文化性输出是设计环节的核心，高颜值、个性化的设计也是打动“Z世代”消费者的重要利器。 |
| 英文摘要: |
| The work aims to explore the consumption characteristics of the "Generation Z" consumer group, rank the needs of agricultural product packaging in structural design, visual design, and brand culture, and provide accurate strategies for agricultural product packaging design. The KJ method was used to obtain the influencing factors of agricultural product design, and the fuzzy Kano model was adopted to calculate the importance of the influencing factors of agricultural product packaging design from the perspective of Generation Z from a multidimensional perspective. A total of 363 valid questionnaires were collected, with a mean Better coefficient of 0.55 and a mean Worse coefficient of –0.42. Among the influencing factors of agricultural product packaging design, the brand cultural identity (Better=0.72, Worse=–0.37) belonged to the charm attribute, the portability (Better=0.66, Worse=–0.42) and the difference (Better=0.87, Worse=–0.69) of packaging design structure, as well as the appearance value (Better=0.64, Worse=–0.42) of visual design belonged to the expected attribute. The brand positioning (Better=0.47, Worse=–0.60) and the brand personality (Better=0.50, Worse=–0.66) in brand design were essential attributes, while the sense of technology (Better=0.32, Worse=–0.11), celebration (Better=0.32, Worse=–0.23), and intuition (Better=0.49, Worse=–0.30) belonged to the attribute of undifferentiated needs. The main influencing factors of agricultural product packaging design from the consumption perspective of "Generation Z" are involved in three aspects:packaging structure design, packaging visual design, and packaging brand cultural design and the importance of different design influencing factors varies. The cultural output of agricultural product packaging design is the core of the design process, and the high-quality and personalized design is also an important tool to conquer consumers of Generation Z. |
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