本研究旨在探討消費者購買唇膏時對於唇膏包裝的「造型」、「顏色」、「材質」因素的喜好度。透過資料收集、整理、分析進而設計問卷，透過問卷的發放及回收進行統計及分析，最後以客觀的數據來說明研究結果，並提出具體的結論與建議，作為唇膏設計、製造、銷售及後續研究之參考。本研究所獲得之結論如下：1.不同背景的消費者對於唇膏包裝「造型」喜好度的滿意程度中對於「圓管狀」有一致性很高的評價。2.不同背景的消費者對於唇膏包裝「顏色」喜好度的滿意程度有少許不同的看法，但是對於「金色」及「黑色」具有較高的評價。3.不同背景的消費者對於唇膏包裝「材質」喜好度的滿意程度有少許不同的看法，但是對於「金屬」及「皮革」具有較高的評價。 The purpose of this study is to investigate customer preferences regarding lipstick packaging style, color, and material when purchasing lipstick. Information collection, organization, and analysis were used to design questionnaires. Following the distribution and collection of the questionnaires, statistical analyses of the information and data obtained via the responses were carried out. Findings were eventually derived from the objective data and specific conclusions and suggestions were proposed to serve as a reference for the design, manufacture, and sale of lipsticks, as well as for future research. The conclusions of this study are as follows: (1) When it comes to their packaging style preferences, customers, regardless of their backgrounds, have consistently high opinions of the ＂cylindrical shape.＂(2) Customers of different backgrounds have slightly different packaging color preferences, but praise ＂gold＂ and ＂black＂ relatively highly in general.(3) Customers of different backgrounds have slightly varied preferences regarding packaging material, but they generally rate ＂metal＂ and ＂leather＂ comparatively high.
