Package Design and Purchase Intention of Cosmetics: Mediated by Consumer Cognition and Lifestyle

• Main Authors: Vu Thi Nhung, 武氏蓉
• Other Authors: Ben-Roy Do
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/03553359729871869079

碩士 === 國立中央大學 === 企業管理學系 === 104 === Package design is one of the factors that influence purchase intention, often explored in terms of text, graphics, color, and packaging. Consumer cognition is the process through awareness, interest, desire, and eventually action among the stimuli around the environment. Lifestyle refers to the activities, interests, and opinions about life. Using cosmetics as the target of study, the present research explored the relationship between package design and purchase intention, as well as whether consumer cognition and lifestyle may mediate such relationship. A total of 250 questionnaires were given out, and 210 valid responses were used for data analysis. Through hierarchical regression, it was found that (1) text, graphics, and color of package design was positively related to purchase intension; (2) consumer cognition mediated such relationship; (3) lifestyle also mediated such relationship.