ผลของสีบรรจุภัณฑ์และประเภทสินค้าต่อพฤติกรรมผู้บริโภค
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งานศึกษาชิ้นนี้มีวัตถุประสงค์เพื่อศึกษาผลกระทบหลักและผลกระทบเชิงปฏิสัมพันธ์ของสีบรรจุภัณฑ์ (สีโทนร้อน และสีโทนเย็น) และประเภทสินค้า (สินค้าที่ตอบสนองความต้องการด้านอารมณ์ความรู้สึก และสินค้าที่ตอบสนองความต้องการด้านประโยชน์ใช้สอย) ที่ส่งผลต่อพฤติกรรมผู้บริโภค ซึ่งประกอบด้วยตัวแปรย่อย ได้แก่ การรับรู้ความอร่อย การรับรู้ความมีประโยชน์ต่อสุขภาพ ทัศนคติต่อบรรจุภัณฑ์ ทัศนคติต่อตราสินค้า ทัศนคติต่อสินค้า และความตั้งใจซื้อ ด้วยวิธีการวิจัยเชิงทดลองรูปแบบ 2 x 2 แฟคทอเรียล โดยเก็บข้อมูลกับนักศึกษาระดับปริญญาตรีที่มีอายุระหว่าง 18-24 ปี จำนวน 137 คน และพบว่า สีบรรจุภัณฑ์ส่งผลกระทบหลักต่อทัศนคติต่อบรรจุภัณฑ์ และประเภทสินค้าส่งผลกระทบหลักต่อการรับรู้ความมีประโยชน์ต่อสุขภาพ และทัศนคติต่อสินค้า ในขณะที่สีบรรจุภัณฑ์และประเภทสินค้าส่งผลกระทบเชิงปฏิสัมพันธ์ต่อพฤติกรรมผู้บริโภคอย่างไม่มีนัยสำคัญทางสถิติ
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