ScholarWorks@중앙대학교

초록

This study empirically analyzed the impact of the visual elements of package design on consumer purchase intention amidst intensifying competition in the global milk tea market. Focusing on the Chinese brand 'ChaPanda' that entered the South Korean market, this study applied the S-O-R framework and Consumer Attention Theory (stimulus-driven, meaning-based, and emotion-driven attention) to identify the mechanism by which visual stimuli lead to purchasing behavior. An online survey was conducted among 152 Korean consumers with milk tea consumption experience, and the collected data were analyzed using SPSS. The results indicated that 'color' and 'form' (stimulus-driven), as well as 'logo' and 'typography' (meaning-based), had a significant positive impact on purchase intention. In particular, color and logo demonstrated the strongest influence. The 'character' (emotion-driven) showed relatively lower statistical significance but demonstrated potential as a supportive emotional medium. In conclusion, for a successful entry into the global market, it is suggested that brands should maintain consistency in color and logo to maximize stimulus intensity and meaning recognition, while adopting a flexible 'selective localization design strategy' that considers the visual context of the target market.

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