글로벌 화장품의 포장디자인과 구매의도에 관한 연구
A Study on Global Cosmetic Companies’ Product Package Design on Consumers’ Purchase Intentions
0
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
본 연구의 목적은 글로벌 화장품 회사의 제품 포장 디자인이 소비자의 구매 의도에 미치는 영향을 조사하였다. 화장품은 한국에서 가장 많이 수출되는 품목 중 하나이다. 한국 BB 크림은 한국 화장품을 세계 화장품 시장에 널리 알리는 데 크게 기여하였다. 이러한 한국 BB 크림 화장품의 중요성에 비추어 다음과 같이 연구를 진행하였다. 본 연구는 BB 크림 포장 디자인을 시각적 요인 크기 및 모양)과 정보 요인 브랜드 이름, 유효일)으로 분류하였다. 또한 본 요소와 소비자 구매 의도 간의 관계에 중점을 둔 연구를 진행하였다. 이 외에도 화장품의 서비스 품질 신뢰성)이 소비자의 구매 의도에 긍정적인 영향을 미치는지를 검증하였다. 분석 결과, 시각적 요인 중 포장 디자인의 크기와 모양이 모두 소비자의 구매 의도와 강한 관계가 있음을 알 수 있었다. 그러나 패키지 디자인의 정보 요소 중 브랜드 이름만이 소비자의 구매 의도와 밀접한 관계가 있었다. 또한, 화장품의 서비스 품질 신뢰성)이 소비자의 구매 의도에 긍정적 인 영향을 미친다는 것이 밝혀졌다. 이를 통하여 한국 BB 크림에 대한 소비자의 시각과 향후 마케팅 전략과 소비자의 구매의도를 높일 수 있는 단서가 제공되었다고 판단된다.
Abstract
The purpose of this study is to examine the effect of global cosmetic companies’ product package design on consumers’ purchase intentions. Cosmetics are one of the most commonly exported items from Korea. Korean BB cream has contributed greatly in making Korean cosmetics popular in the global cosmetic market. This study classifies the BB cream package design into visual factors size and shape) and informational factors brand name, valid date). It focuses on the relationship between those factors and the consumers’ purchase intentions. In addition to this, it also focuses on whether the cosmetic’s service quality reliability) gives a positive effect to the consumers’ purchase intentions. The results of the analysis showed that out of the visual factors both the size and shape of the package design had a strong relationship with the consumers’ purchase intentions. However, out of the informational factors of the package design, only the brand name had a strong relationship with the consumers’ purchase intentions. In addition, it turned out that the cosmetic’s service quality reliability) gives a positive effect to the consumers’ purchase intentions. Finally, this study also discusses the theoretical and managerial implications of the study and provides suggestions for the future studies.
참고문헌 (50)
- 김용선, "화장품 판매원의 서비스 품질이 브랜드 만족, 신뢰, 애호도에 미치는 영향", 한국미용학회지, 20(3), pp.478~484 (2014), 한국미용학회
- 김장석, "20대 여성소비자의 화장품 용기디자인 선호도에 관한 연구 - 기초화장품을 중심으로 -", Journal of Integrated Design Research, 14(4), pp.97~106 (2015), 디자인연구소
- 배무언, "문화차이에 따른 서비스 품질 지각수준 차이에 관한 연구", 상업교육연구, 23(1), pp.163~184 (2009), 한국상업교육학회
- 이현규, "포장디자인의 그래픽요소가 소비자의 상품인지에 미치는 영향", 디자인지식저널, (22), pp.45~54 (2012), 한국디자인지식학회
- 주선희, "제품에 기재된 라벨의 정보가 소비자의 구매의사결정과정에 미치는 영향: 가정간편식 대상으로", 상품학연구, 32(6), pp.1~12 (2014), 한국상품학회
- 주선희, "제품포장의 정보적", 시각적 요인이 제품의 가치 지각에 미치는 영향, 2015, pp.30(4), 257~284[DOI]
- 황미숙, "화장품의 포장디자인이 구매의도에 미치는 영향 : 바비브라운, 설화수, 로레알파리 제품을 중심으로", 석사, pp.2017
- 황미숙, "화장품의 포장디자인이 구매의도에 미치는 영향", (사)한국무역 통상학회 추계 정기학술대회 발표집 (2016), 한국무역통상학회
- Adam, M. A., "Impact of Verbal Elements of Packaging of Packed Milk on Consumer Buying Behaviour", International Journal of Business and Social Science, 5(1) (2014)
- Ann, M. F., "The Digital Consumer Valuable Partner for Product Development and Production", Clothing and Textiles Research Journal, 26(2) (2008)
- Armstrong, J. S., "Estimating Nonresponse Bias in Mail Surveys", Journal of Marketing Research, 14(3) (1997)
- Arslan, M., "The Impact of Brand Image and Service Quality on Consumer Purchase Intention : A Study of a Retail Store in Pakistan", Research on Humanities and Social Sciences, 4(22) (2014)
- Banerjee, S., "An Empirical Analysis on Attitude of Indian Consumers towards Packaging & Labelling across Different Product Categories", Journal of Marketing and Communication, 9(1), pp.20~30 (2013)
- Berkowitz, M., "The Influence of Shape on Product Preferences", Advances in Consumer Research, 14 (1987)
- Butkeviciene, V., "Impact of Consumer Package Communication on Consumer Decision Making Process", Economics of Engineering Decisions, 1(56) (2008)
- How Package Design and Packaged-based Marketing Claims Lead to Overeating, "Chandon, P.", Insead Business School, ~ (2012)
- Choudhury, K., "Service Quality and Customers’ Purchase Intentions : An Empirical Study of the Indian Banking Sector", International Journal of Bank Marketing, 31(7) (2013)
- Connolly, A., "How Does Design Affect Decisions at the Point of Sale?", Journal of Brand Management, 4(2) (1996)
- Crawford, G., "The Importance of Impulse Purchasing Behaviour in the International Airport Environment", Journal of Consumer Behaviour, 3(1) (2003)
- Dibb, S., "Marketing Concepts and Strategies" (2006), Houghton Mifflin
- Dodds, W. B., "The Effects of Brand and Price Information on Subjective Product Evaluations", Advances in Consumer Research, 12 (1985)
- Dodds, W. B., "Effects of Price, Brand and Store Information on Buyers’ Product Evaluations", Journal of Marketing Research, 28(3) (1991)
- Engel, J. F., "Consumer Behavior" (1982), The Dryden Press
- Fishbein, M., "Beliefs, Attitude, Intention and Behaviour : An Introduction to Theory and Research" (1975), Addison and Wesley
- Fishbein, M., "The Handbook Of Attitudes" (2005), Psychology Press
- Hanzaee, K. H., "The Influence of Brand Loyalty on Cosmetic Purchase Intention of Iranian Female Consumers", Journal of Basic and Applied Scientific Research, 2(5) (2012)
- Henderson, P. W., "Building Strong Brands in Asia : Selecting the Visual Components of Image to Maximize Brand Strength", International Journal of Research in Marketing, 20(4) (2003)
- A Trust-based Consumer Decision-making Model in Electronic Commerce : The Role of Trust, Perceived Risk, and their Antecedents, Decision Support System, "Kim, D. J.", Research Collection Lee Kong Chian School of Business, ~ (2008)
- Kotler, P., "Marketing Management" (2002), Prentice-Hall
- Kotler, P., "Principles of Marketing" (2005), Pearson Education Limited
- Parasuraman, A., "SERVQUAL : A Multipleitem Scale for Measuring Consumer Perceptions of Service Quality", Journal of Retailing, 64(1) (1988)
- Raghubir, P., "Ratios in Proportion : What Should the Shape of the Package be?", Journal of Marketing, 70(2) (2006)
- Romer, K., "The Role of Package Design in a Low-Involvement Category : So-Called Peripheral Cues Serve as Primary Motivators", pp.2013
- Rong, L., "The Effects of Internet Shoppers’ Trust on their Purchasing Intention in China", Journal of Information Systems and Technology Management, 4(3) (2003)
- Rundh, B, "The Multi‐Faceted Dimension of Packaging : Marketing Logistic or Marketing Tool?", British Food Journal, 107(9) (2005)
- Silayoi, P., "Packaging and Purchase Decisions : a Focus Group Study on the Impact of Involvement Level and Time Pressure", British Food Journal, 106(8) (2004)
- Silayoi, P., "The Importance of Packaging Attributes : a Conjoint Analysis Approach", European Journal of Marketing, 41 (2007)
- Smith, P. R., "Marketing Communications : An Integrated Approach" (2004), Kogan Page Limited
- Taylor, S. A., "An Assessment of the Relationship between Service Quality and Customer Satisfaction in the Formation of Consumers’ Purchase Intentions", Journal of Retailing, 70(2) (1994)
- Underwood, R. L., "Is your Package an Effective Communicator? A Normative Framework for Increasing the Communicative Competence of Packaging", Journal of Marketing Communications, 4(4) (1998)
- Underwood, R. L., "Packaging Communication : Attentional Effects of Product Imagery", Journal of Product & Brand Management, 10(7) (2001)
- Yoon, S. J., "A Study on the Antecedents of Trust toward Shopping Mall Web Sites and Its Effects on Purchase Intention", Journal of Business Administration, 29(3) (2000)
- Zeithaml, V. A., "Consumer Perceptions of Price, Quality, and Value : A Means-End Model and Synthesis of Evidence", Journal of Marketing, 52(3) (1988)
- Zeithaml, V. A., "The Behavioral Consequences of Service Quality", Journal of Marketing, 60(2) (1996)
- "BB크림 아시아를 넘어 세계로", Beauty Hankook, ~ (2012)
- "한류를 주도한 K-Cosmetic <1> 비비(BB)크림" (2016)[URL]
- "Korea Exports more Cosmetics than it imports" (2016)[URL]
- "Exports of cosmetics more than triple over 5 yrs" (2016)[URL]
- "South Korea Exports Its Glow" (2014)[URL]