A Study on the Impact of the Product Package to Impulsive Buying Behavior of Consumers- A Case Study of Coffee Beverage Packaging.

• Main Authors: HUNG,CHING-LIN, 洪慶麟
• Other Authors: LIN,Hsin-Mei
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/ks9n87

碩士 === 國立暨南國際大學 === 管理學院經營管理碩士學位學程碩士在職專班 === 105 === Consumer impulsive buying behavior is often considered negative behavior in the modern consumer behavior research, and product packaging design to stimulate consumer impulsive buying behavior is one of the main marketing methods in the coffee market industry. The main motivation of this study is to research the interaction between consumer impulsive buying behavior and coffee product packaging, and then to summarize the analysis to explore the impact of consumer buying behavior. This study is based on correlation analysis to test the relationship between the coffee product packaging and consumers impulsive buying behavior, and analyze the variability of the demographic variables in the consumer impulsive buying behavior and the coffee product packaging. First, this study is based on research background and motivation, related literatures and theories to identify the concept of variables and the relationship between each other. Second, is to use the relevant variables and theory to establish research architecture and research tools, and the finally use of statistical methods to analyze the results. However, the tool of this study is to use the questionnaire method to collect the data, and the results show that: First, the appearance of coffee products packaging is significantly related to the consumer impulsive buying behavior. Second, the function of coffee product packaging is significantly related to the consumer impulsive buying behavior.Third, the size of the coffee product packaging is significantly related to the consumer's impulsive buying behavior.