| Abstract |
| This is an experimental study whose subject is functional face soap products that are in the development phase. These products have shown a drastic growth and become popular among consumers recently. Based on the previous studies on the package designs and the marketings, this study divides components of the visual image for the package into written language and visual language and the models based on the components are made. Hence, the aim of this study is as follows.
Firstly, how the visual image of the package has the influence on the product attitudes and purchase intention is examined. Secondly, it is reviewed whether the visual image for the package and the visual elements have any moderating effects on product attitudes and purchase intention.
Data is collected from the tourism students of Kwandong University. The survey is carried out during the class, from May 17 to May 19, 2010. A total of 220 questionnaires were given and returned 211 out of 220 questionnaires are used for the final analysis.
Following is the results of the survey. Firstly, cognitive responses and emotional responses have a significant impact on the consumers` attitudes toward the package design. Secondly, as the visual image for the package design, both written language and visual language have no moderating effects in relation to ting effects in relation to ting effects inresponses has on the product attitudes. Finally, it is confirmed that in the process that cognitive and emotional factors for the package design affect the purchase intention, visual language elements of emotional responses act as the moderating variable. |
|
|
| Key Words |
| 시각이미지, 소비자태도, 조절효과, Visual Image, Consumer Attitude, Moderating Effect |
|
|
 |
|
Full Text