Alternative Title異言語のラベルやパッケージデザインの特徴が商品価値の認識に及ぼす影響
Note (General)開始ページ : 1
終了ページ : 97
This research aims to find the best design for use on a package label, by incorporating both languages and characteristics, to maximize perception of the product’s value by consumers from different countries. In this study, we examine the effect of language on packaging design. We explore how the presentation of different languages on a label can affect the consumers’ perception of the product’s value in various countries and how likely they would feel toward the product. The results of this study will determine which language affords the highest perception of value and the most neutral impression. These two elements, when combined, can yield the most effective label design for a given country. By modifying the language used on the package, designers can reduce the cost of packaging design; moreover, such modification is likely to be more effective than changing design aspects such as the material, shape, color, and imagery. In addition to reducing cost, modifying the language significantly impacts consumers’ impressions of a product, which in turn influences their decision to purchase. Knowing which languages should or should not appear on a marketing label in different countries allows packaging designers to influence a consumer’s decision to purchase significantly and inexpensively. Moreover, this enables packaging designers to choose the appropriate language or combination of languages to sell in target regions. For manufacturers, using the most effective languages on labels will help attract consumers by achieving a higher perceived value than that of other products in the same category. In this study, 315 potential consumers were sampled: 105 participants each from Taiwan, Japan, and Thailand. Subjects were presented with seven different packaging labels over a fixed amount of time. Label designs were presented in five different languages, and one sample remained unlabeled. The five languages were English, Thai, Japanese, Simplified Chinese, Traditional Chinese, and Korean; these languages are the most commonly used languages on packaging labels in all three target countries. After viewing the labels, the subjects were asked to estimate a suitable price for each sample product. They were also asked to rate their impression of the product on a scale from 1 to 5, based on the use of language on the label. An analysis of the data showed that the consumers’ trends in each of the three countries were different, in terms of both their product value perception and impression of a product based on the language presented on the labels. The results of this study are as follows: (a) Using different languages on packaging labels significantly impacts consumer perception of product value. Because consumers of different nationalities associate different value to language on packaging labels, language selection can significantly affect the product’s perceived value. (b) English is the most influential language in label design. English is seen as appealing and affords a higher product value perception. (c) Incorporating English into a packaging label, even as a secondary language, can help increase the product’s quality perception. The results of this study provides useful information for product manufacturers and packaging designers to create the best concept in packaging design for attracting more consumers at the point of sale. This thesis is organized as follows: Chapter 1 details the study background, in addition to ourresearch objectives, motivation, research idea, and technical terms. Chapter 2 provides an overview ofexisting literature on the impact of packaging design on product value perception and briefly discussesrelated research. Chapter 3 briefly describes the research method, including the selection process forparticipants from the three different countries, label designs used in the research samples, sample display and questionnaire preparation, and data collection. Chapter 4 presents the results of data analysis and the basic information derived from the analysis of variables through descriptive statistics. The first section of Chapter 4 describes the result of value perception based on different languages on packaging labels using ANOVA.The second section describes the result of the perception of packaging design characteristics based ondifferent languages using a stepwise multiple regression analysis. Finally, Chapter 5 presents our research conclusions and presents possibilities for future research.
Collection (particular)国立国会図書館デジタルコレクション > デジタル化資料 > 博士論文
Date Accepted (W3CDTF)2017-04-02T16:10:31+09:00
Data Provider (Database)国立国会図書館 : 国立国会図書館デジタルコレクション