包裝設計在銷售現場對消費者的知覺形成與購買決策具有關鍵影響，並且隨著消費者行為研究的發展，探討個體差異如何影響消費者對包裝設計的反應，已成為重要的研究議題。本研究旨在探討政治意識型態如何影響消費者對透明包裝的回應，並進一步檢視不確定性規避在此關係中的調節作用。
基於政治心理學相關理論，本研究提出，相較於自由派，保守派個體通常對威脅與模糊情境更為敏感，且具有較高程度的不確定性規避，因此在面對透明包裝產品時，將受到更強的影響。本研究之結果將政治意識形態相關研究延伸至包裝設計領域。研究結果顯示，相較於自由派，保守派消費者對於採用透明包裝的產品展現出較高的購買意願，但對於非透明包裝產品則呈現較低的購買意願。 然而，實證分析未能支持不確定性規避為此調節變數的主要調節變數。此一發現不僅揭示了本研究的理論限制，也指出未來的研究應該進一步探討其他可能的心理機制，以更全面地解釋政治意識型態與透明包裝之間的交互作用如何影響消費者行為。此外，本研究亦對實務領域提供了若干建議，企業在制定包裝策略時，應考慮目標市場的政治意識型態特徵。特別是在政治傾向較為保守的市場中，透明包裝策略可能更具成效，從而提升消費者的購買意願及企業的市場績效。

As packaging plays a critical role in influencing how consumer opinions and purchase decisions at the point of sale, understanding how individual differences affect responses to packaging design has become increasingly essential. This study investigates how political ideology influences consumers' responses to transparent packaging and examines the mediating role of uncertainty avoidance.
Drawing on political psychology, we propose that conservatives who are generally more sensitive to threat and ambiguity will be more strongly affected by products in transparent packaging than liberals due to their higher degree of uncertainty avoidance. The research findings broaden the political ideology literature into the domain of packaging design, particularly demonstrating that compared with liberals, the conservatives tend to report greater purchase intention of product packaged in transparent packaging, but lower purchase intention for the products in the non-transparent ones. Although the study results indicated that uncertainty avoidance is not significantly suggested as the primary mediator of this interaction, this outcome highlights an important limitation and encourages future research to explore alternative potential psychological mechanisms. In addition, the study also provides practical guidelines for marketers on how to effectively tailor packaging strategies to regional or targetmarket ideological profiles, as transparent packaging may be particularly effective in politically conservative markets.

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