Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

The effect of cosmetic package design with the concept of Cause branding on consumers' desire to purchase

코즈 브랜딩 개념을 적용한 화장품 패키지 디자인이 소비자 구매 욕구에 미치는 영향

  • Ko, Jin (Dept. of Digital Media Design, International Design school for Advanced Studies, Hongik University) ;
  • Kim, Boyeun (Digital Media Design, International Design school for Advanced Studies, Hongik University)
  • 고진 (홍익대학교 국제디자인전문대학원 디지털미디어디자인) ;
  • 김보연 (홍익대학교 국제디자인전문대학원)
  • Received : 2017.07.28
  • Accepted : 2017.09.20
  • Published : 2017.09.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to analyze the preference and value of consumers through the package design of cosmetics with the concept of cause branding, and to propose a package design that can satisfy consumers' needs. I have recruited an experimental group that emphasizes the importance of package design in purchasing cosmetics. And Survey and in-depth interviews were conducted by comparing cause brand's product with general brand's product. In the first experiment, the items were classified into cognitive, emotional, and behavioral responses and a total of 31 subjects were surveyed. In the second experiment, six interviewees were interviewed through a questionnaire prepared by extracting 4 items from Sheth 's consumption value standard. As a result of the experiment, consumers preferred a design that can quickly and accurately grasp the information of the product. Especially, it is not easy to know whether it is a cause brand's product. So It should be stated in the package how it will be socially beneficial.

이 연구는 코즈 브랜딩의 개념이 적용된 화장품의 패키지 디자인을 통해 소비자의 선호도와 가치관을 분석하여 니즈를 파악해 소비자를 만족시킬 수 있는 패키지 디자인을 제안하는 데에 목적을 둔다. 화장품 구매 시 패키지 디자인을 구매요인에서 중요시하는 실험집단을 모집하여 코즈 브랜드 제품과 일반 브랜드 제품을 비교하여 설문과 심층인터뷰를 진행하였다. 1차 실험은 패키지 디자인 선호유형 분석 문항에서 추출하여 인지적, 감성적, 행동적 반응으로 분류한 문항을 통해서 총 31명을 대상으로 설문을 실시하였고, 2차 실험은 Sheth의 소비가치 기준에서 4가지를 발췌하여 만든 질문을 통해 총 6명을 대상으로 심층 인터뷰를 진행하였다. 실험 결과, 소비자들은 제품의 정보를 빠르고 정확하게 파악할 수 있는 디자인을 선호하였다. 특히 코즈 브랜드 제품인지 파악하기가 쉽지 않기 때문에 사회적으로 어떻게 도움이 되는지 패키지에 명시되어야 할 것이다.

Keywords

References

  1. Gi-Hea Kwak, Seung-In Kim, "Analyzing the correlation between 'Collaborative Cosmetic ackage-Design' and customer's actual purchase", Journal of Digital Convergence, Vol.14, No.3, pp.453-459, 2016. https://doi.org/10.14400/JDC.2016.14.3.453
  2. Kyung Hwa Lee, Joo Yun Kim, "A Study on the Shared Value of Environmental Images Based on the Cause Branding's Concept.", Journal of The Korean Society Design Culture, Vol.19, No.3, pp.475-488, 2013.
  3. A-Reum Choi, Jee-Hyun Koo, "A Study on the Effect of Firm Internationalization -Focused on the Corporate Social Responsibility-", Journal of Digital Convergence, Vol.14, No.6, pp.109-118, 2016. https://doi.org/10.14400/JDC.2016.14.6.109
  4. Nam-Goo Park, "A Study on the Effect of the Corporate Social Responsibility Activities on Brand Equity and Purchase Intention - Focused on Moderating Effect of the Customer's Mobile Communication Service Quality -", Journal of Digital Convergence, Vol.12, No.12, pp.189-202, 2014. https://doi.org/10.14400/JDC.2014.12.12.189
  5. DOI:http://terms.naver.com/entry.nhn?docId=2076479&cid=41810&categoryId=41812
  6. DOI:http://terms.naver.com/entry.nhn?docId=2070432&cid=55570&categoryId=55570
  7. Ju-Yeon Park, "There is a lot of 'cause marketing' that encourages good consumption at the retailer.",http://www.newsis.com/view/?id=NISX20170410_0014821680&cID=10408&pID=13000, April 10, 2017.
  8. Tae-Hyuk Ahn, Bong-Gyu Park, "The Effects of Corporate Social Responsibility on Customer Satisfaction and Customer Citizenship Behavior: Mediating Effects of Company Image and CSV", Journal of Digital Convergence, Vol.15, No.4, pp.223-231, 2017. https://doi.org/10.14400/JDC.2017.15.4.223
  9. Su-min Jo, Sang-gyu Park, "The key to make everything look better, Package Design", p.31, Gilbut, 2015.
  10. Hee-Hyun Kim , Nak-Hee Kim, "Formative Factor Analysis on Rice Packaging Design - Concentrated on Domestic PB Brands -", Journal of Digital Design, Vol.14, No.2, pp.363-372, 2014. https://doi.org/10.17280/jdd.2014.14.2.034
  11. Joel Kimbeck, "Dear K-Beauty", http://woman.donga.com/Home/3/10/12/988093/1, July 11, 2017.
  12. Yong-Mo Seo, Li Shuai, Eung-Kyu Kim, "The Influence of National image, Brand Image and Countryof-Origin Image on Purchase attitude and Purchase Intention- Focus on the purchase of korean cosmetics which applied a high and/or convergence technology in chinese consumers-", Journal of Digital Convergence, Vol.13, No.6, pp.69-79, 2015. https://doi.org/10.14400/JDC.2015.13.6.69
  13. Kung-sun Yoon, "Catch 'Value Consumers'! Luxury and unique cosmetics", http://www.jangup.com/news/articleView.html?idxno=66768, July 5, 2017.
  14. Hee-Hyun Kim , Nak-Hee Kim, "Formative Factor Analysis on Rice Packaging Design - Concentrated on Domestic PB Brands -", Journal of Digital Design, Vol.14, No.2, pp.363-372, 2014. https://doi.org/10.17280/jdd.2014.14.2.034
  15. Gyeong-gab Min, "Comfort woman grandmother resembles flower pattern, consumer mind moves",http://www.econovill.com/news/articleView.html?idxno=312507, April 23, 2017.
  16. DOI:http://www.roundlab.co.kr/project.html
  17. Ji-heung Choi, "Beyond Extinction Animal Protection Will Link to World-Class Design Awards", http://www.beautyhankook.com/news/articleView.html?idxno=26849, September 25, 2014.
  18. Eun-Joo Kim, "A Study on Characteristics of Female Consumers Using Big Data", Journal of Digital Convergence, Vol.13, No.10, pp.185-194, 2015. https://doi.org/10.14400/JDC.2015.13.10.185
  19. Si-nae Lee, "A Study on the Effect of the Value Standard of Female Consumers on the Preference and Purchase Intention of Package Design: Focusing on Low Cost Cosmetic Package Design", pp.1-128, 2011.
  20. Dong-Yeo Han, "An Effect of the PB Products attribute of the Large-sized Discount Stores on the Consumer Attitude and the Purchase Behavior", Journal of Digital Convergence, Vol.13, No.2, pp.51-60, 2015. https://doi.org/10.14400/JDC.2015.13.2.51
  21. Mi-yeon Kim, "A Study on the Influence of Visual Elements on the Purchase Behavior of Cosmetic Package Design by Consumer Type -Focused on middle, low cost color cosmetic package design-", pp.1-132, 2010.