国内市场橄榄油包装尺寸对购买意愿的影响分析

Analysis of The Influence of Olive Oil Package Size on Purchase Intention in Domestic Market

针对当今国际市场上许多产品在全球范围内流通的需求和变化,研究探讨了包装尺寸对感知货币价值和购买意愿的影响。研究探讨当包装尺寸以金钱价值为中介时,包装尺寸对购买意愿的影响,并确定国内市场橄榄油瓶的最佳包装尺寸。尽管现有的文献已经提供了充分的证据,证明包装尺寸能够影响消费者的行为和决策,但仍缺乏研究探讨包装尺寸应如何才能成功地出口到新市场并吸引更多的消费者,因此,它可能会提高人们对金钱价值的认知,并导致更高的购买意愿。我们的调查结果显示,消费者更喜欢小包装的橄榄油瓶。这项研究为管理者提供了重要的启示,他们将通过考虑物有所值的方法来提高销售额,并根据目标市场的特殊性和偏好调整橄榄油的包装尺寸。

In view of the demand and change of many products in the global market,this paper studies the influence of packaging size on perceived monetary value and purchase intention.This paper studies the influence of package size on purchase intention when the package size is mediated by money value,and determines the best package size of olive oil bottle in domestic market.Although the existing literature has provided sufficient evidence to prove that packaging size can affect consumer behavior and decision-making,there is still a lack of research on how packaging size can be successfully exported to new markets and attract more consumers.Therefore,it may improve people’s awareness of the value of money and lead to higher purchase intention.Our survey results show that consumers prefer small olive oil bottles.This study provides important enlightenment for managers,who will increase sales by considering the value for money method,and adjust the packaging size of olive oil according to the particularity and preference of the target market.