产品包装留白比例对消费者购买意愿的影响

IF 2.6 3区 经济学 Q1 Business, Management and Accounting
S. Wu
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引用次数: 0

摘要

——近年来,在设计上追求极简主义,越来越多的产品包装使用了大量的留白,但是对于不同品类的产品,留白仍然没有一个准确的指导。本研究的目的是探讨包装设计中留白比例对消费者对高端产品和低端产品购买意愿的影响,以及不同收入群体对留白比例的偏好。调查对象为中国405人,研究是定量的,采用独立样本检验和单因素方差分析来回答研究问题。本研究表明,对于低端产品,留白率越低,消费者的购买意愿越大,而对于高端产品,留白率越高,消费者的购买意愿越低。此外,无论是低端还是高端产品,高收入人群都更喜欢留白比例较高的包装设计。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Impact of White Space Ratio of Product Packaging on Consumers’ Purchase Intention
—In recent years, minimalism has been pursued in design, and more and more product packaging has used a lot of white space, but there is still no accurate guide for white space in different categories of products. The purpose of this study is to explore the influence of white space ratio in packaging design on consumers’ purchase intention of high-end products and low-end products, and the preferences of different income groups on white space ratio. Respondents are 405 people in China, and the study is quantitative, using independent sample tests and one-way ANOVA tests to answer research questions. This study shows that for low-end products, the lower the white space ratio, the greater the consumer’s willingness to buy, while for high-end products, the higher the white space rate, the lower the consumer’s purchase intention. In addition, for both low-end and high-end products, high-income groups prefer packaging designs with higher white space ratio.
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来源期刊
CiteScore
5.80
自引率
3.80%
发文量
48
审稿时长
15 weeks
期刊介绍: The Journal of Business Economics and Management is a peer-reviewed journal which publishes original research papers. The objective of the journal is to provide insights into business and strategic management issues through the publication of high quality research from around the world. We particularly focus on research undertaken in Western Europe but welcome perspectives from other regions of the world that enhance our knowledge in this area. The journal publishes in the following areas of research: Global Business Transition Issues Economic Growth and Development Economics of Organizations and Industries Finance and Investment Strategic Management Marketing Innovations Public Administration.
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