굿즈의 패키지 디자인 전략: 브랜드 확장 방식의 조절 역할
Goods Package Design Strategy: The Moderating Role of Brand Extension Type
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초록
이 연구는 브랜드 확장 전략 관점에서 굿즈의 구매의도를 실증하였다. 굿즈 구매동기 및 혜택에 초점을 둔 기존 연구에서 패키지 디자인과 같이 마케팅 전략 측면에서 접근하였다. 굿즈의 패키지 디자인을 모 브랜드(parent brand)의 그것과 동일하게 하는 경우(regular)와 차별화시킨 경우(irregular)로 구분하여 굿즈의 구매의도 차이가 있는지와 이러한 차이가 제품 확장 방식(라인 확장 vs. 범주 확장)에 따라 달라지는지를 실증하였다. 최근에 구입한 굿즈 의 실제적 경험을 근거로 온라인 설문조사를 통해 수집된 자료가 분석에 이용되었다. 굿즈 패키지 유형이 굿즈 구매의도에 미치는 영향을 알아보기 위하여 분산분석을 실시하였다. 분석결과, 굿즈 패키지 주효과는 유의하였다. 굿즈 패키지 유형과 제품 확장 방식의 상호작용효과 또한 유의한 것으로 나타났다. 패키지 유형이 모 브랜드의 제품과 동일한 상황에서는 라인 확장과 범주 확장 간에 구매의도 차이가 없었다. 반면에 패키기 유형이 모 브랜드 제품과 다른 상황에서는 라인 확장보다는 범주 확장에서 구매의도 효과가 더 큰 것으로 나타났다. 분석결과에 기초하여 굿즈 마케팅을 위한 실무적 시사점과 향후 연구방향을 제시하였다.
Abstract
This study demonstrated the purchase intention of goods from the perspective of brand expansion strategy. Extending previous studies that focused on purchase motives and benefits of goods, it was approached in terms of marketing strategy, such as package design. After dividing the package design of goods into the case of making the package design identical to that of the parent brand (regular) and the case of differentiation (irregular), it was analyzed whether there was a difference in the purchase intention of the goods. In addition, it was verified whether these differences depend on product extension methods (line extension vs. category extension). Based on the actual experience of recently purchased goods, data collected through an online survey was used for analysis. ANOVA was conducted to investigate the effect of goods package type on goods purchase intention. As a result of the analysis, the main effect of the goods package was significant. The interaction effect of the goods package type and product expansion method was also found to be significant. In a situation where the package type was the same as the product of the parent brand, there was no difference in purchase intention between line extension and category extension. On the other hand, when the package type was different from that of the parent brand, the effect of purchase intention was greater in category extension than in line extension. Based on the analysis results, practical implications for goods marketing and future research directions were presented.
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