패키지 디자인의 시각적 요소가 소비자 구매의도에 미치는 영향 - B2B식품을 중심으로 -

Abstract

This research is an empirical study on what kinds of visual factors in B2B food package design make a critical effect on the consumer’ purchasing mind. Up to now a lot of studies have been conducted on the relation between package design and consumer’s purchasing desire. But as they were mainly focusing on B2C food, they were not directly applicable to B2B food markets. This study is particularly aiming at whether the package design would ever make effect on the consumer’s behavior, how the professionals and consumers recognize package design. It also focuses on how much the visual factors of package design in B2B market ever make impact on the consumers and what kinds of visual factors makes impact on the consumer’s purchasing desire. To verify the hypothesis, I have manufactured two kinds of samples considering the central cues and peripheral cues and prepared a questionnaire to evaluate the visual factors through 6 kinds of package design evaluation dimensions. The result of the research showed that the consumers deemed the B2B food package design inferior to B2C packaged design and that the central cues such as brand or copy are important for B2B package design but the peripheral cues such as illustrations (images) and package materials which helps the consumers to expect or associate them with the products affect the consumer’s purchasing desire more positively than the central cues. This study has its limit in that it did not handle the various purchasing circumstances for consumer and variables in purchasing route. I hope that this study is a first step toward further studies on the package design in the B2B food market which has good growth potential and brand relation and consumer’s behaviors.