화장품의 포장디자인이 구매의도에 미치는 영향

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.