| Abstract |
| This thesis aims at grasping what effect written language-centered, visual language-centered functional face cleaning soap package designs have on consumer attitude and purchase intention, and also at studying what effect consumer attitude has on purchase intention. This thesis will be used for a basic theoretical material in studying related to the development of package design in the future and will be helpful to the direction of package design.
This thesis performed an experiment for classwork hours of the students enrolled in the department of hotel & tourism and the department of nursing, kwandong University, Gangneung, Gangwondo from May 17, 2010 to May 19, 2010, the first one, and from October 13, 2010 to October 14, 2010, the second one. The total of 264 questionnaire was distributed, of which returned 255 ones were used for positive analysis.
The analysis result is as followings.
First, package design had a significant effect on consumer attitude.
Second, `written language-centered design` of package design had an effect on purchase intention, but `visual language-centered design` didn`t have a significant effect on purchase intention.
Third, consumer attitude on package design had a significant effect on purchase intention. |
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| Key Words |
| 포장디자인, 소비자태도, 구매의도, Package Design, Consumer Attitude, Purchase Intention |
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