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DOI :
Journal Korea Society of Visual Design Forum , Vol.49, No.0, 55 ~ 65, 2015
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| Title |
| The Influence of Package Design on Customer Purchase Decisions: An Empirical Study of the Low-Involvement Product |
| 김경선 Kyung-sun Kim , 서구원 Koo-won Suh , 서송이 Song-yi Suh |
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| abstract |
| Background As brand marketing focusing on contact point with consumers is utilized as an effective strategy, package design has become an important tool for brand strategies. Package design is perceived as a strategic tool for attracting consumers` attention, differentiating from other brands, and enhancing product quality and value. While there is only a handful of studies, more research is needed to identify the effect of package design.
Methods The study empirically investigated the influences of package design on consumer purchase decisions with 225 university students. Participants answered the questionnaire after exposure to package design of a soap, which is a low-involvement product.
Result Results show that both cognitive and affective responses have a positive effect on design attitude as well as product attitude. However, affective response has been identified to have a greater effect on both design and product attitudes. Furthermore, product attitude is found to have more effect on purchase intentions compared to design attitude.
Conclusion The study empirically explains the consumer purchase decision process in a low-involvement situation. Package design stimulates consumers` affective responses, enhances product attitude, and ultimately leads to an increase in sales. In a theoretical perspective, the result of the study elaborates persuasive communication theories for package design. Practically it suggests effective communication skills for package design. The study is meaningful in that it extends knowledge on brand communication through an empirical evidences. |
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| Key Words |
| 포장 디자인, 저관여, 구매 의사 결정, Low-involvement, Package Design, Purchase Decision |
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