A Study on the Consumption Emotions Reflecting to Bottle Shapes of Packaged Drinking Water

• Main Authors: Chen Ke-Shin, 陳可欣
• Other Authors: Tsen Jung-Mei
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/84959596205521155898

碩士 === 高雄師範大學 === 工業設計學系 === 98 === Nowadays, there are varieties of packaged drinking water products in the market. To be sure, those products might have different sales volume of their marketing strategy, such as brand, quality, price, packaging and so on. Otherwise, many researches point out that the consumption emotions and consuming desire have highly related to the consumers. Therefore, this research is to find out whether the design of packaged drinking water bottle influences the consumer’s consumption emotions or not. On the other hand, the process of this study also uses two kinds of presentation — "Image presentation" and "Entity presentation." Due to the previous studies almost related to statistics (survey included) of the packaged drinking water and consumer's recognition toward packaged drinking water, this research discusses the relativity between consumers and the packaged bottle shape through consumer's emotional perspective. Furthermore, I hope this study can observe whether these two presentations have differences with the consumption emotions, and provide the necessary part of information to precede the next stop for the packaged water-drinking companies and academic research. 　　The process of the experiment is to collect thirty-two bottles of packaged drinking water sold in the current market, and generalize the six typical shapes of the bottle. Then, applies Self-Assessment Manikin Scale to draw up two questionnaires－"Image presentation" and "Entity presentation." Through the statistics to discuss these six kinds of packaged water drinking shapes of the entity-presentation, image-presentation, the gender and the condition with/out the design background of consumers whether have significant differences to the consumers’ consumption emotions or not. The following steps demonstrate as below: 1."The new bottle shape" of the consumers’ pleasure, arousal and dominance are significantly higher than "the traditional bottle shape." 2.In the entity presentation, the six kinds of packaged drinking water shapes all have significant differences to the consumers’ "pleasure," "arousal" and "dominance." 3.In terms of gender under the entity presentation, the six packaged drinking water shapes have no significant differences to the consumers’ "pleasure," "arousal" and "dominance." 4.Under the condition with/out the design background of consumers, in "the prism" this case, dominance of consumers with design background are significantly higher than non-design background ones; in "the hexagonal columnar pyramid (all the same-shaped bottle shape 3)" this case, arousal of consumers with design background are significantly higher than non-design background ones. 5.With different presentation of bottle shapes, in "the circle columnar" this case, the entity presentation to consumers’ pleasure and arousal are significantly higher than image presentation; in "the mid-fillister columnar (all the same-shaped bottle shape 2) " this case, the image presentation to consumers’ pleasure and arousal are significantly higher than entity presentation; in "the hexagonal columnar pyramid (all the same-shape bottle shape 3)" this case, the entity presentation to consumers’ arousal are significantly higher than image presentation.