包裝訊息對消費者食用行為的影響——自我察覺的干擾效果

Abstract

國人肥胖問題居高不下，除了不健康食品隨處可見，致胖的環境因子也是主要影響的因素之一，而在購買與食用情境中，最直接影響的環境因子即是包裝設計。包裝作為行銷的主要推廣工具之一，在美感設計上能影響消費者對產品的態度，在資訊的呈現上也會影響消費者對產品份量的認知，進而影響食用數量，例如包裝上產品圖片的呈現數量。然而，個人差異可能受包裝設計的影響程度不同，如自我察覺程度高者因為將注意力放在自我行為上，因而不受外在環境影響行為表現，反之，自我察覺程度低者則容易受環境因子的影響。因此，為了消除個人差異、降低包裝設計的影響程度，探討在包裝正面放置營養資訊的標示是否能幫助消費者正確認知產品的含量。\n由此，本研究提出三個實驗，實驗一探討包裝上產品圖片呈現的數量對高低自我察覺者的認知影響，實驗二增加衡量食用行為，實驗三試圖了解包裝正面營養標示對包裝上產品圖片呈現數量的影響。研究結果主要有三項發現：（一）包裝上產品圖片呈現的數量會影響每一份量（per serving）的認知數量，即包裝上圖片呈現的數量越多，認知每一份量的數量越多。（二）不同程度的自我察覺確實會影響包裝上產品圖片呈現數量的效果程度。（三）不同類型的營養標示對認知的影響程度也會不同，比起多種營養標示，單一熱量標示能有效地降低包裝上產品圖片呈現數量的影響力。在研究發現的意涵中，本研究證實客觀自我察覺理論在包裝設計對飲食行為影顯的重要性；在實務應用中，建議包裝正面營養標示採用單一標示，以達到有效的資訊溝通。最後，本研究對未來研究方向提出建議。

There is a serious problem of obesity in Taiwan, because of unhealthy food, as well as the environmental factors in our daily life, especially the design of packaging when shopping in the store. As one of primary promotional tools for marketing, packaging, such as the product unit image on package, has an impact on the attitude of consumers toward the product as the aspect of aesthetics, but also on the consumers’ perception of product quantity the package contains and actual consumption. Nevertheless, individual difference could result in different results. High self-awareness consumers always pay attention to their own behaviors, so they would not be influenced by the external environment. However, low self-awareness consumers are affected by the surroundings constantly. Hence, for closing down the individual difference and the influence of the design of packaging, this research examines whether front-of-pack nutrition labels help consumers determine the prodct quantity correctly or not.\nThere are three studies. The first study explores the impact of the product unit image on the high-/low-awareness consumers’ perception of product quantity, and examining the actual consumption in the second study. The final study attempts to explore the effect of front-of-pack nutrition labels on the product unit image. The main findings are as follows. First, the product unit image influences the perception of product quantity for per serving significantly. Second, the effect of the product unit image varies from the level of self-awareness. Third, the format of front-of-pack nutrition labels affect the efficacy of information. This research puts emphasis on Objective Self-Awareness theory for the influence of the packaging design on the consumers’ perception and behavior, and suggests the better practical application of front-of-pack nutrition labels. The research also concludes with suggestions for future research.