제품포장의 정보적/시각적 요인이 제품의 가치 지각에 미치는 영향
The Effect of Product Packaging’s Visual factor and Informational factor on Product Value Perception
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초록
소비자들은 포장을 통해 제품을 처음 접하게 되면서 제품의 첫인상이 결정될 가능성이 높으므로 소비자들이 구매의사결정을 내릴 때 중요한 결정적 요인이 된다. 또한 포장은 소비자의 눈길을 끄는 컬러와 형태로 제품을 돋보이게 하는 역할과 제품에 대한 내부 정보를 상세히 알려주는 역할을 한다. 특히, 간편가정식 제품의 포장은 소비자에게 제품정보 전달경로가 될 수 있으며, 시각적 표현을 통해 소비자가 이미지화하여 지각할 수 있게 한다. 본 연구에서는 간편가정식을 대상으로 제품 포장의 시각적 요인과 정보적 요인이 소비자의 가치지각에 미치는 영향을 살펴보고, 소비자의 제품 가치지각이 제품의 구매의도에 미치는 영향과 구매 후의 만족에 미치는 영향을 연구하였다. 연구결과, 포장의 시각적 요인의 크기는 소비자의 감정적 가치와 경제적 가치에 긍정적 영향을 미치며, 컬러는 감정적 가치에는 긍정적 영향을 미쳤으나 경제적 가치에는 영향을 미치지 않는 것으로 나타났다. 포장의 정보적 요인의 가격과 사용방법은 감정적 가치와 경제적 가치 모두에 영향을 미치지 않는 것으로 나타났다. 그리고 소비자가 감정적 가치와 경제적 가치를 지각하면 구매의도에 긍정적 영향을 미치고 구매의도를 가진 소비자의 경우 만족을 느끼는 경우가 높다는 것을 본 연구를 통해 알 수 있다. 따라서 포장의 시각적 요인이 소비자가 실제 제품에 대한 가치를 지각하는데 중요한 영향을 미치는 것으로 나타나 컬러조합이나 포장의 크기가 구매의사결정과정에서 가치지각에 지대한 영향을 미치는 것을 알 수 있다.
Abstract
Packaging for a product is more than a mere medium of protection, storage and advertisement. Packaging of their products would have to posit that industry believes packaging to have substantial influence on consumer purchase decision and product experience. But the packaging may actually be visible before or during the purchase decision for a large number of purchase situations. Packaging of Product impacts product perceptions. Especially, Food product’s packaging include many informations and express imagery. Nowdays, as the HRM(home meal replacement) is diversified and the sales volume is rapidly increasing, companies release new food brands continuously. Interests in HRM is getting higher, since it saves time of busy people and the sharp increase of single household, accordingly, the consumers' tendency of pursuing convenience is getting stronger. Customer get the information of the product through the packaging and judge the product’ packaging visual factor and informational factor in the purchase situation. This study investigated the effect of the Packaging’s informational factor and visual factor on perceived value and the effect of perceived value on customer satisfaction. For the verification of this study model, the researcher conducted a survey in the university in Dae-gu, on the college students in their age of 20s~30s, and collected 300 questionnaires, and verified the hypothesis by using SPSS 21.0, LISREL 8.7. As the result of the study, Visual factor of Product’s packaging, Size positively influence on emotional value, economic value. And Color positively influence on emotional value, on the other hand Color no meaningful influence on economic value. Informational factor of Product’s packaging, Price has not significantly influence on emotional value and economic value. And the emotional value positively influences on purchase intention. And the economic value also significantly affects on purchase intention. Also, customers' purchase intention positively influence on customer satisfaction.
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