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http://dx.doi.org/10.14400/JDC.2020.18.11.493

The Effect of Label Design Images on the Intention of Purchase in Convenience Store Lunch Box  

Kang, Eun-Young (HongIk University Graduate School, Visual Communication Design)
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. 493-500 More about this Journal
Abstract
The purpose of this study is to analyze the effect of the visual element of the label design image of premium lunch boxes and general lunch boxes on purchasing intention. As a method of research, the label design images and purchase intentions of premium lunch boxes and general lunch boxes from the nation's leading convenience store brands, Seven Eleven, GS25, and CU, were investigated through a survey, T-verification was conducted based on the measured average value and standard deviation was completed after analysis with SPSS 21. The results of the study showed that the label design of premium lunch boxes was recognized by consumers as a premium image that was a point of differentiation from general lunch boxes, and that the proportion of "quality" and "menu composition" was high, This indicates that convenience store premium lunch boxes could also offer consumers a competitive edge in value that is considered premium other than "price."
Keywords
Convenience Store; Premium Lunch Box; Label; Package Design; Intention of Purchase;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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