李貴連蔡欣儒2025-08-072025-08-072022-10-05U0061-1509202213060100https://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0061-1509202213060100https://nutcir-lib.nutc.edu.tw/handle/123456789/502近年來，臺灣因少子化，生育率下降人口數銳減，許多父母期望彌月禮盒讓收禮的人更有記憶點之外，也能與寶寶經歷難忘彌月儀式，因此開始注重彌月包裝的精緻度。本研究主要探討2021年1月到2022年3月期間，彌月禮盒的包裝視覺設計要素與消費行為，以彌月禮盒包裝視覺設計要素：色彩、文字、圖形等進行分析。以臺灣市售各大通路販賣共81家彌月禮盒，總計蒐集120個樣本做為研究探討。本研究在焦點訪談前先進行KJ歸島法，由六位包裝設計師將彌月禮盒樣式做風格歸納及分析，並透過問卷調查獲得有效問卷157份，無效問卷1份，有效回收率為99%，最後經由消費者問卷分析購買因素，研究發現如下： 一、 彌月禮盒包裝風格分為八大類，「吉祥圖案」、「柔和典雅」、「復古懷舊」、「高貴時尚」、「童趣可愛」、「簡約俐落」、「現代幾何」及「其他」。其中以「童趣可愛」類別為多數。 二、 彌月禮盒包裝色彩統計以「紅色」為最多，主要因素為「紅色」最能代表傳統喜慶、熱鬧，因此為最符合彌月禮盒包裝色彩。少數彌月業者則運用冷色系配色，增添市場差異性。 三、 彌月禮盒包裝文字運用統計，以印刷字體為居多，識別度高。透過樣本蒐集中發現，文字風格上採用「美式風格字體」或「日式手寫字體」易留下深刻印象。 四、 彌月禮盒包裝圖形的呈現以「象徵寶寶出生」最具代表彌月禮盒的氛圍。另外，彌月業者會運用包裝材質本身，來作為禮盒圖形的一部分，例如：蒸籠、木盒來增加彌月禮盒的特殊質感。 五、 消費者在選購彌月禮盒時的考量因素為：品牌價格、彌月禮盒包裝、最後為口碑行銷。整體上，消費者更是在意彌月禮盒可否能展現出自己的個性或包裝獨特性。 本研究綜合以上整理研究結果，盼能提供彌月業者、包裝設計及行銷人員作為參考用。Due to the trend of sub-replacement fertility, Taiwan's fertility rate has dropped dramatically and the population has declined in recent years. Many parents anticipate that the baby full month gift box will provide the recipient with a memorable experience and allow them to share in the celebration of the baby’s memorable full month ceremony together. Therefore, parents have started to pay more attention to the delicacy of the packaging of baby full month gift boxes. This study mainly focused on the visual design elements and consumer behaviors of the packaging of the baby full month gift box during the period from January 2021 to March 2022, with the analysis of the visual design elements of color, text, and image, etc. of the baby full month gift box. The study was conducted by collecting a total of 120 samples from 81 baby full month gift box sellers that were sold in various major channels in Taiwan. The KJ method was used in this study to summarize and analyze the styles of the baby full month gift boxes by six packaging designers before the focused interviews. A total of 157 valid questionnaires and 1 invalid questionnaire were obtained through the questionnaire survey, with a valid response rate of 99%. After analyzing the purchasing factors from the consumer questionnaires, the findings of the study are as follows: 1. There are eight major categories of baby full month gift box packaging styles: “propitious design”, “gentle and elegant”, “vintage and sentimental”, “noble and fashionable”, “childhood fun and cute”, “simple and clean”, “modern and geometrical” and “others”. The most popular category is “childhood fun and cute”. 2.“Red” is the most popular color in the packaging statistics of the baby full month gift boxes. The main consideration is that “red” best represents traditional festivity and cheerfulness, so it is the most suitable color for the baby full month gift box packaging. A small number of companies have adopted cool colors to differentiate themselves in the market. 3. The majority of the packaging text used in the baby full month gift box in with printed fonts, which are highly recognizable. Among the samples collected, it was discovered that the use of “American style fonts” or “Japanese handwritten fonts” makes the strongest impression. 4.The image on the packaging of the baby full month gift box is “symbolic of the birth of the baby”, which is the most representative of the atmosphere of the baby full month gift box. Additionally, the material of the packaging itself will be used by the baby full month gift box seller as part of the graphics on the gift box as well. For example, the use of steamers or wooden boxes would add special texture to the baby full month gift box. 5. factors that were taken into consideration by consumers when purchasing the baby full month gift boxes were: the brand and price; the packaging of the baby full month gift box; and finally, word-of-mouth marketing. The majority of consumers are more concerned about whether or not their own personalities or packaging uniqueness can be expressed in the baby full month gift box. This study consolidated the above-mentioned research results and was intended to serve as a reference for the industry, packaging designers, and marketers.zh彌月禮盒包裝設計消費行為行銷組合baby full month gift boxpackaging designconsumer behaviormarketing mixmaster thesis