基于包装信息元素与消费者购物意向的因果决策模型

Causal Decision Model Based on Packaging Information Elements and Consumers’ Shopping Intention

摘要: 包装元素的选择和设计会影响消费者的购物意向，且对商品营销有着重要影响作用。但在当前的相关研究中，基于能传递商品信息内容的包装元素与消费者购物意向间影响关系的研究较少。本研究以茶包装为例，利用DEMATEL方法，建立了茶包装主展面上的信息元素与消费者购物意向间的因果决策模型，识别出了茶包装主展面上能影响消费购物意向的关键信息元素及不同信息元素间的相互影响关系。最终明确了10个在茶包装主展面上能影响消费者购物意向的关键信息元素，如茶的大类说明、产地产区说明、采摘/制茶时间、工艺说明、茶的小类说明等。研究同时验证了一种可以识别包装上影响消费者购物意向的重要信息元素的方法，为包装设计决策等工作提供了科学的指导依据，以此帮助企业更好地发挥商品包装的营销作用。

Abstract: The choice and design of packaging elements will affect consumers’ shopping intention and have an important influence on commodity marketing. However, in current research, there is limited research on the relationship between elements that can convey product information content and consumer shopping intention. This study used the DEMATEL method to establish a causal decision-making model between the information elements on the main exhibition surface of tea packaging and consumer shopping intention, taking the main exhibition surface of tea packaging as an example, and explored the mutual influence relationship between different information elements. Finally, 10 key information elements that can affect consumers’ shopping intentions on the main exhibition of tea packaging were identified, such as explanation of the main categories of tea, origin and production area description, tea picking/making time, process description, explanation of the Subdivision Categories of Tea, etc. The study also validated a method that can identify important information elements on packaging that affect consumers’ shopping intentions, providing scientific guidance for packaging design decisions and other work, thereby helping enterprises better leverage the marketing role of product packaging.