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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2022.9
- 수록면
- 425 - 440 (16page)
- DOI
- 10.17548/ksaf.2022.09.30.425
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초록· 키워드
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This study aims to provide more theoretical references for innovative packaging designers so that companies can improve product sales through the innovative design of the packaging. This study summarizes the concept of innovative packaging design and consumers" intention to purchase, and converges the theory of perceived quality to research. Through the extraction of innovative packaging elements, a model of the influence of innovative packaging on consumers" purchase intention is constructed, and corresponding hypotheses are proposed. Finally, the model"s hypotheses and feasibility were verified by SPSS and AMOS statistical analysis software.
The results of this study are as follows, visual innovation, material innovation, structural innovation, functional innovation, and emotional innovation have a significant positive effect on perceived quality and consumer purchase intention. Perceived quality has a significant positive effect on consumers" purchase intention. Perceived quality played a partial mediating role among visual innovation, material innovation, structural innovation, functional innovation, emotional innovation, and purchase intention.
Based on the results of this study, the following suggestions are made for the design of innovative packaging. First, when designing innovative packaging, designers should combine the product"s characteristics and design from the multiple dimensions proposed in this paper to reflect the product"s perceived quality fully. Secondly, these innovative packaging elements are related, and the innovation of material, structure, and function will also affect the visual and emotional embodiment. The designer should coordinate the relationship between the five dimensions and not neglect the embodiment of other dimensions. Third, popular elements will always influence the form of innovation. Designers should pay attention to the embodiment of differentiation to avoid too much homogenization of innovative design to cause consumer resistance, thereby reducing consumer purchase intentions.
The results of this study are as follows, visual innovation, material innovation, structural innovation, functional innovation, and emotional innovation have a significant positive effect on perceived quality and consumer purchase intention. Perceived quality has a significant positive effect on consumers" purchase intention. Perceived quality played a partial mediating role among visual innovation, material innovation, structural innovation, functional innovation, emotional innovation, and purchase intention.
Based on the results of this study, the following suggestions are made for the design of innovative packaging. First, when designing innovative packaging, designers should combine the product"s characteristics and design from the multiple dimensions proposed in this paper to reflect the product"s perceived quality fully. Secondly, these innovative packaging elements are related, and the innovation of material, structure, and function will also affect the visual and emotional embodiment. The designer should coordinate the relationship between the five dimensions and not neglect the embodiment of other dimensions. Third, popular elements will always influence the form of innovation. Designers should pay attention to the embodiment of differentiation to avoid too much homogenization of innovative design to cause consumer resistance, thereby reducing consumer purchase intentions.
목차
Abstract
Ⅰ. Introduction
Ⅱ. Theoretical research and hypothesis
Ⅲ. Empirical analysis
Ⅳ. Conclusion and inspiration
Reference
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