ScholarWorks@중앙대학교

초록

After COVID-19, masks have become a medium of visual expression and brand communication beyond the hygiene products used every day. Based on these social changes, this study aims to investigate the effect of visual design factors such as color, shape, logo location, material, printing, and finishing on consumer satisfaction and purchase intention, and to compare cultural differences between Korea and the United States. For general consumers in both countries, we focused on the path through which visual factors lead to consumers' purchase intentions, and to find out this, a conceptual model was established after reviewing previous studies, and factor analysis, regression analysis, structural equation, and mediating effect verification were conducted on online questionnaire data. As a result of the analysis, it can be seen that all five factors had a significant influence on design satisfaction. It was found that satisfaction with the design increased the high purchase intention. Among them, it was found that Korean consumers preferred understated expressions, and in the United States, the preference for individual graphics and bold colors was relatively strong. In conclusion, this study proposes a combination guide and information design strategy of color, shape, logo placement, material, and finish reflecting consumer preferences by country, and presents follow-up studies using actual purchase and repurchase data and group experiments to compensate for cross-sectional design and self-report limitations.

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