Science of Emotion and Sensibility (감성과학)

Korean Society for Emotion and Sensibility (한국감성과학회)
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The Effect of Package Gloss on Purchase Intention: Mediating Role of Perceived Corporate Eco-friendliness and Perceived Quality

패키지 광택이 제품 구매의도에 미치는 영향: 기업 친환경성 인식과 품질인식의 매개효과를 중심으로

  • 임혜빈 (광운대학교 산업심리학과) ;
  • 임가현 (광운대학교 산업심리학과) ;
  • 도은영 (광운대학교 산업심리학과) ;
  • 장소담 (광운대학교 산업심리학과) ;
  • 이병관 (광운대학교 산업심리학과)
  • Received : 2022.06.29
  • Accepted : 2022.07.11
  • Published : 2022.12.31
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Abstract

This study was conducted to investigate the effects of the gloss of a product's packaging on purchase intention and the mediating role of perceived corporate eco-friendliness and perceived quality in food area. The participants were randomly assigned to product package condition (glossy vs. matte) and after observing ketchup and potato chips, they responded to questions on about perceived corporate eco-friendliness, perceived quality, and purchase intention. The participants reported their opinion that companies that manufactured matte package products would likely use more organic ingredients and would be more eco-friendly than companies that manufactured glossy package products. The more the participants perceived a company to be eco-friendly, the better they evaluated the company's product quality and the higher their purchase intention. This study has theoretical and practical implications, in that it extends the study of the product package in relation to its effect on corporate image, and it proposes a practical use of matte product package for improving the eco-friendly image of the company. Limitations and further research were also discussed.

본 연구는 식품 영역에서 제품 패키지의 광택이 소비자들이 인식하는 기업 친환경성과 제품 품질에 미치는 영향을 확인하고, 최종적으로 구매의도에 차이를 유발하는지 확인하고자 실시되었다. 실험 참가자들은 패키지에 광택이 도는 유광 조건과 광택이 없는 무광 조건으로 무선 할당되었으며, 케첩과 감자칩 제품을 보고 기업 친환경성 인식, 품질인식, 구매의도를 묻는 문항들에 응답하였다. 연구 결과, 소비자들은 무광 패키지 제품을 제조한 기업이 유광 패키지 제품을 제조한 기업보다 더 유기농 재료를 사용할 것이며, 더 친환경적일 것이라고 인식하였다. 또한 소비자들은 기업이 친환경적일 것이라고 인식할수록 제품의 품질을 높게 평가하였으며, 더 높은 구매의도를 보였다. 본 연구는 패키지 광택의 효과를 친환경 식품 영역에서 기업 이미지 인식에까지 확장하였으며, 패키지 광택을 이용한 친환경 마케팅 방식을 제안했다는 점에서 이론적, 실무적 의의를 가진다. 본 연구의 한계, 가능한 향후 연구 방향도 함께 논의하였다.

Keywords

Acknowledgement

이 논문은 2021년도 광운대학교 우수연구자 지원 사업에 이해 연구되었음.

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