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http://dx.doi.org/10.14400/JDC.2020.18.11.443

A Study on Visual Factors Affecting Purchase of Convenient Store's Packed-meal on Mobile Application  

Lee, Da-Hyun (Design Management, HongIk University, International Design School for Advanced Studies)
Kim, Seung-In (Digital Media Design, HongIk University, International Design School for Advanced Studies)
Publication Information
Journal of Digital Convergence / v.18, no.11, 2020 , pp. 443-448 More about this Journal
Abstract
The purpose of research is identifying visual factors affecting purchase of convenient store packed-meals through mobile applications. Previous studies have not covered mobile applications on purchase of convenient store packed-meals and this inspired the research topic. Document analysis and online survey are mainly implemented and 4 visual factors; typography, product image, main color, brand logo have been set as a research variables. It is revealed that consumers recognize product image prior to the rest and their purchase intentions are most significantly affected by product image. In conclusion, the product image should encourage consumers to have expectation on packed-meal and need to deliver credibility at the same time. Hence, the application should be designed to solely spotlight product image to lead consumer's concentration on it. The research can be further expanded by including non-visual factors as its variables or increasing scale of survey samples.
Keywords
Mobile; Convenient Store Packed Meal; Visual Factors; Typography; Product Image; Main Color; Brand Logo;
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