||The influence of package on health perception—the medication effect of product personality
||Institute of International Business
Recently, people are paying more attention to healthy lifestyles. Hence, product packaging design is an important influence on consumers' purchasing decisions. Previous studies have pointed out that the color and shape of food packaging have implications for health, which in turn affects consumers' health perceptions of food products. Previous research seldom has explored the impact of product personality on consumers’ health perception and package influence the establishment of product personality. For marketers or packaging designers, the overall packaging image produced by packaging colors and shapes may be miscalculated. Therefore, this study wants to explore whether individual colors (including hue and saturation) and shapes, as well as the combination of colors and shapes, have an impact on consumer health perception, and further explore whether there is a product personality as an intermediary relationship. By understanding the packaging, the influence of color and shape on the image of the product, as well as the role played by the product personality, manufacturer can accurately shape the expected product packaging image.
The research in this paper uses the comparison between the fictitious milk packaging and the existing foreign milk products pictures and uses a questionnaire method to verify. Explore the impact of individual packaging elements, hue (such as red, green, and blue), saturation and shape, and the combination of packaging elements on consumer product health perception.
The result shows that the packaging elements (red, green, blue, saturation) individually have an impact on the consumer's health perception, but the combination of packaging elements has no interaction. Besides, product personality has an intermediary effect on packaging elements and consumer health perception.
Chapter One Introduction 1
Chapter Two Literature Review 4
Brand and product Personality 8
Chapter Three Theoretical Framework and Hypothesis development 12
Theoretical Framework 12
Schema congruity 12
Hypothesis development 14
Package and Health perception 14
Product personality as a mediator 17
Chapter Four Methods 19
product personality and health perception 20
Pre-test: Effects of product personality on health perception 24
Chapter Five Research Result 27
Descriptive Analysis 27
Individual Sample t- test 31
Reliability Analysis 31
Pearson correlation 32
Regression Analysis 35
The Mediation Effect of Product Personality 37
The summary of Mediation Effect 37
The Mediation Effect of Individual Package Element and Product Personality 40
Chapter Six Discussion 54
Summary of Research Findings 54
Theorical Implication and Contribution 58
Practical Implication 59
Limitation and Future Research 60
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