包裝設計是影響消費者購買意圖的原因之一，一般以文字、圖形、色彩、造型等視覺要素進行探討。消費者認知是消費者透過辨識、興趣、慾望、行動，對所處環境中的刺激選擇而組織成一個合適的圖像。生活型態是人們表現在活動、興趣與意見上的生活方式。本研究以化妝品為例，探討包裝設計對購買意圖的直接影響，以及消費者認知與生活型態，是否會中介兩者間之關係。研究共發放250份問卷，實際有效問卷為210份。透過階層迴歸，本研究發現：（1）包裝設計中的色彩、圖像、文字，對購買意圖有正向關係；（2）消費者認知中介包裝設計中的色彩、圖像、文字，與購買意圖之關係；（3）生活型態中介包裝設計中的色彩、圖像、文字，與購買意圖之關係。

Package design is one of the factors that influence purchase intention, often explored in terms of text, graphics, color, and packaging. Consumer cognition is the process through awareness, interest, desire, and eventually action among the stimuli around the environment. Lifestyle refers to the activities, interests, and opinions about life. Using cosmetics as the target of study, the present research explored the relationship between package design and purchase intention, as well as whether consumer cognition and lifestyle may mediate such relationship. A total of 250 questionnaires were given out, and 210 valid responses were used for data analysis. Through hierarchical regression, it was found that (1) text, graphics, and color of package design was positively related to purchase intension; (2) consumer cognition mediated such relationship; (3) lifestyle also mediated such relationship.

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