패키지 디자인의 심미성이 구매의도에 미치는 영향

A Study on the Effect of Aesthetics of Package Design on Consumer Purchasing Intention: Applying to Tourist’s Souvenirs

The objectives of this study were to evaluate 1)how bundle product package design affects customer purchasing intention and 2) how product attribute (utilitarian goods & hedonic goods) and the presence of aesthetics impact customer purchasing intention. Research methods were 1)checking the validity of select utilitarian goods and hedonic goods though pilot survey, and 2) performing a mixed design survey of four types with sixty respondents for each type. With SPSS Windows 18.0, paired t-test and repeated ANOVA were analyzed. The results of this study are as follows: When the aesthetic of product package design was high, consumer purchasing intention also was high. Also, both utilitarian goods and hedonic goods’ customer purchasing intention were significantly affected by presence of aesthetics. The significance of this search is as follows: Although research methods were applied with limited variables and hypothesis, this study provides that aesthetics of package design is important. These findings would be more effectively expanded to the settings where more aesthetic product attributes are analyzed such as souvenir purchasing in tourism.