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The Influence of Visual Factors of Domestic Premium Cosmetic Package Design on Brand Association, Brand Trust, Purchase Intention- Focused on the Female consumers of Shanghai, China -

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 70(), pp.53-64
  • DOI : 10.25111/jcd.2020.70.04
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : December 10, 2019
  • Accepted : January 27, 2020
  • Published : January 31, 2020

Dai, Xiuping 1 Han, Jung Min 2

1단국대학교 패션산업융합디자인 대학원 석·박통합과정
2단국대학교

Accredited

ABSTRACT

This study examines the factors of package design visual factors in Korean domestic premium cosmetics market in China, and the influence of package design visual factors on brand intention and brand trust is to identify the purchase intention. To this end, we conducted a quantitative study of women in Shanghai, China, on the design of Korean luxury cosmetics brand packages. The results of the study were as follows: First, Among the visual elements of the package design, the color and container elements showed the greatest influence on the brand association and color factors have the biggest impact on brand trust. Second, among the visual factors of package design, color factor affects purchase intention. Third, brand trust among brand association and brand trust has an influence on purchase intention. Through the research results, it was found that the color factor of package design is an important factor for Chinese consumers' purchasing behavior, and that rational factor is more important than emotional factor for brand. These results can provide academic and practical implications for the Korean cosmetic industry in the Chinese market.

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