ScholarWorks@중앙대학교

초록

The purpose of this study was to investigate the effect of aesthetic factors in cosmetic package design on female consumers' purchasing behavior against the backof the rapid growth of the Chinese cosmetics market and increasing attention to domestic brands. In particular, the study focused on highly portable product categories and analyzed how consumers' aesthetic desires and conspicuous desires affect purchase intentions through package design. The study employed a two-stage survey of Chinese female consumers aged 19 to 50. In the first survey, a cross-tabulation analysis was conducted based on age and occupation to identify cosmetic product categories that are carried when going out. The product categories were divided into three groups kin care, makeup, and perfume and cream, cushion foundation, and portable perfume cases, which showed the highest carrying frequencies within each category, were selected as the focal products of the study. In the second survey, the effects of visual elements in package design on consumers' purchasing behavior were analyzed. The results confirmed that all five visual elements constituting the package shape, color, illustration, collaboration, and brand logo had a positive effect on consumers' aesthetic desires. In particular, collaboration and brand logo were found to be key factors that stimulate consumers' desire for conspicuous display. In addition, a majority of respondents indicated that package design directly affects purchasing behavior, and it was empirically demonstrated that aesthetics play an important role in actual purchasing decisions for highly portable cosmetic products.

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