HMR 패키지디자인의 시각적 요인이 브랜드 선호도, 브랜드 충성도, 재구매 의도에 미치는 영향: 대형마트 HMR 상품을 중심으로

Abstract

The purpose of this study was verified through empirical analysis by examining the impact of visual elements of the packaging design of HMR products on brand preference, brand loyalty and repurchase intent. The data collection survey was conducted using the Convenience sampling method for consumers with experience purchasing HMR products at large stores in Seoul and Gyeonggi Province. The survey period was from 2 July to 4 August 2018 and 260 of the questionnaire were distributed and 238 of the valid data were used for analysis except those that do not meet the objective of the study. The analysis results are as follows. First, while visual factors in package design have shown a significant impact on brand preference, color, logo, and image adopted as sub-variables do not significantly affect brand preference. Second, brand preference has a significant impact on brand loyalty. Third, brand loyalty has a significant impact on repurchase intentions. Fourth, the visual elements of the HMR package design were found to have a significant impact on repurchase intentions. Among colors, logos, and images adopted as sub-variables, logos did not significantly affect their intention to repurchase.