The Role of Secondary Packaging on Brand Awareness: Analysis of 2 L Carbonated Soft Drinks in Reusable Shells Using Eye Tracking Technology

Even with new technologies emerging daily that reduce the barriers to identify and purchase products, the average consumer still reports having less time to devote to shopping. A study conducted at Clemson University, sponsored by a reusable packaging company, Rehrig Pacific Company, investigated if a unique shipping shell/crate design with on‐message and product branding (direct colour print onto the shell) increased brand awareness, attention and purchase intent when placed directly onto the retail shelf. Reusable packaging for 2 L bottles of carbonated soft drink packaged in proprietary reusable shells with a multicolour logo of the major US beverage company was chosen for the study. The branded proprietary reusable shell was evaluated against a standard reusable shell in the industry used by the same company. Testing was conducted using state‐of‐the‐art eye tracking hardware and CUshop?, a full immersion consumer retail experience laboratory. Data captured from 89 study participants indicated a strong preference for the new branded reusable shell. Statistical analysis demonstrated a 47% increase in eye fixations on the branded display and an increase in fixation duration, a measure of how long consumers looked at the display, of 34% (p  < 0.05). More significantly, an increase in the visual saliency of the primary package, the 2 L bottle, was illustrated by an increase in fixation duration of 46% (p  < 0.05) and an increase of the number of fixations of 54% (p  < 0.01) when displayed in the branded reusable shell. Thus, results indicate that in‐store marketing incorporating a unique secondary packaging may lift brand awareness and increase purchase intent. Copyright © 2017 John Wiley & Sons, Ltd.     

Effects of Private and Public Label Packaging on Consumer Purchase Patterns

The evaluation of package branding is important to determine its ability to connect with consumers on an emotional level. In the past, focus groups have been the traditional method used to evaluate branding; however, focus groups can be seen as an inaccurate method of gathering data due to purely qualitative data collection. This paper presents a retail shopping experiment conducted in CUShop?, a consumer experience laboratory, to determine whether consumers prefer a public label product versus a private label product, utilizing eye tracking to analyse the decision‐making process. Results illustrated that purchase decision as well as time spent observing packaging indicates that participants preferred public branded packaging with respect to its private label competitor. Copyright © 2013 John Wiley & Sons, Ltd.     

基于大数据环境下面孔空想性错视对产品造型影响研究

目的 探究面孔空想性错视现象是否会对产品造型的审美满意度产生影响。方法 采用实证研究的方式,运用大数据网络爬虫程序提取产品的语义信息、通过词频分析方法构建语义差分量表,并分别建立三组对照组实验对被试者进行问卷调查,最后分析三组实验数据得出研究结论。结果 实验发现被试者在不考虑产品价格、功能的情况下,审美偏好更倾向于能够引起面孔空想性错视的产品造型。结论 在产品造型设计中运用面孔空想性错视现象,可以在一定程度上引起网购消费者的注意力,在传达产品情绪化特征的同时,满足其功能和审美需求,从而对产品造型审美满意度产生正向影响。运用面孔空想性错视现象是满足用户需求、提高网购消费者购买意愿的有效设计途径和方法。     

Determinants of Millennials' behavior in online shopping – Implications on consumers’ satisfaction and e-business development

This paper identifies the attitudes and key determinants of Millennials’ online shopping behavior in Montenegro. An empirical survey was conducted in Montenegro on the sample of 813 millennial consumers by using Structural Equation Modeling and the analysis of the variance (ANOVA) test. The results revealed that Millennials are satisfied with previous experience in online shopping. They perceive it beneficial compared to purchase in traditional shops, but also perceive it as very risky, which is why they buy online mostly inexpensive products. The results also suggested that behavior of millennial consumers in the online purchase significantly depends on their demographic characteristics. While the frequency of online shopping is the same for both genders, male consumers spend more money on it compared to women. Also, men to a greater extent prefer doing the online shopping using more famous websites, than women do. The amount spent in online shopping does not depend on age of consumers, but younger Millennials do this type of purchase more often compared to older Millennials. Based on the results, this paper provides implications for managers important for building the trust of consumers and increase of online sales.     

The Effect of Full Body Versus Partial Body Graphic Labelling on Beverage Packaging

Through the collection of quantitative and qualitative data, the shelf presence of full body graphic labels versus partial body graphic labels on plastic beverage bottles was examined and evaluated. Eye tracking was used to collect phenomenological data atop the stimuli, while a shopping checklist was used to collect purchase preference. A post‐experiment survey was also conducted in order to gather qualitative data regarding possible purchase influences. Data revealed that both label sizes drew an equivalent amount of visual attention; however, consumers selected partial body labels more often than full body labels, regardless of the flavour of the beverage or their age group. Paper presents a unique methodology of comparing attention between the two label styles on plastic beverage bottles. Copyright © 2014 John Wiley & Sons, Ltd.     

从神经学角度评估分析消费者网络购物决策

在消费者决策过程中,消费者依据自己的期望对备选产品进行评估,这一评估过程一直被视为黑箱。为了检测这一评估过程,本研究以在线购物为例,采用事件相关电位（ERPs）来探索消费者评估备选方案的心理过程和神经机制。研究结果表明,消费者的评估过程会诱发出明显的正成分P300,并分布于整个后顶区和枕区。相较于非期望产品,符合消费者期望的产品诱发出振幅更大的P300。P300意味着消费者对备选产品进行评估时存在着一个相似性判断,比对产品所具备的属性与其期望属性的相似性,相似性越高消费者越容易做出购买决策。该发现解释了消费者在线购物时浏览商品介绍和规格参数界面时的神经和心理层面的活动,并可以此来预测消费者的购买决策。     

食品包装材质对消费者绿色购买意愿影响的眼动研究

目的 探讨食品包装材质对消费者注意加工流程和绿色购买意愿影响的内在机制。方法 采用包装材质2(环保/普通)×食品类型2(实用品/享乐品)双因素实验设计,在货架购物场景下采用Tobii Glasses 2眼镜式眼动仪,采集被试者浏览货架不同食品时的眼动数据(平均注视时间、注视次数、热点图),并结合行为数据综合分析。结果 在平均注视时间上,包装材质与食品类型的交互作用显著,注视次数交互作用不显著;环保材质包装的食品获得更多关注,被试者偏好于选择环保包装的享乐食品。结论 包装材质与食品类型共同影响消费者的视觉感知效果与加工过程,环保包装对青年消费者的绿色购买意愿有正向促进作用。     

Remanufactured products purchase intentions and behaviour: Evidence from Malaysia

One of the greatest threats to widespread diffusion of closed-loop supply chain (CLSC) practices in support of consumer goods is the lack of consumer acceptance of remanufactured products. Although the preponderance of extant CLSC research historically focused on product reclamation and remanufacturing practices, consumer acceptance of remanufactured products is now receiving more attention. However, significant gaps in the literature remain to include examining actual consumer behaviour in the presence of alternative offerings. Using theory of planned behaviour and data gathered from Malaysia, this research addresses these gaps by examining how consumer attitude, subjective norms and perceived behavioural control with regard to purchasing remanufactured products affect consumer intention to purchase remanufactured consumer electronic products. Then, actual purchase behaviour is compared with purchase intentions to determine if consumers followed through with their intentions. Findings suggest that consumers are most apt to purchase energy-efficient offerings regardless of their original intentions.     

基于CVPA理论的文创产品审美反应与购买意愿研究

目的 为了对文创产品造型设计进行准确定位,依据审美偏好与审美能力对消费者进行群体分类,针对不同群体,探讨文创产品审美因素对不同消费群体审美反应和购买意愿的影响.方法 依据产品视觉审美中心度(CVPA)理论与感性工学方法,以文创水杯为研究对象,设计审美反应与购买意愿实验,依据实验调查数据,将消费者分为高、中、低CVPA3个群体,分别运用多元线性回归分析方法,以审美因素为自变量,以审美反应、购买意愿为因变量,构建6个关系模型.结果 模型的关系系数揭示了各种审美因素对审美反应、购买意愿的影响程度.结论 依据消费者的CVPA水平进行分类研究是一种有效的产品定位方法.对于不同的CVPA群体,各审美因素对消费者审美反应与购买意愿的影响存在明显区别,实验结果可以为文创产品设计定位与方案决策提供参考依据.关系模型也可以对设计方案进行审美评价与购买行为评价.     

智能手机外观设计的眼动研究

目的 采用眼动跟踪技术,探讨青年消费者对智能手机外观设计的偏好。方法 采用Tobii TX300非接触式眼动仪,以31名青年人为被试,以智能手机外观图片为材料,考察被试观看不同智能手机图片时的眼动指标。结论 对于手机正面上方区域,青年消费者更关注没有手机图标的设计;对于手机背部摄像头的位置,消费者更关注摄像头在左上方的设计;消费者对手机正面下方有无实体home键的设计没有明显偏好;手机背部有具体图标的设计会更引人注意。     

基于淘宝SEO的度尾文旦柚包装设计

目的通过对淘宝SEO搜索引擎结果进行分析,寻求线上销售地方特色农产品的消费者诉求点,采用符合线上购物消费需求的文旦柚包装设计方法,扩大度尾文旦柚的销售途径。方法以福建省度尾文旦柚为例,对淘宝不同的搜索引擎下出现的果品类SEO进行归纳,分析其中权重高的宝贝标题、宝贝详情及销量情况,总结出线上购物时代下,消费者对农产品包装设计的需求和注意事项,在此基础上归纳出线上销售农产品的包装设计原则,并进行实际案例论证。结论相比传统的线下销售,虚拟商场销售的柚子包装对组合装、产地、品质等有不一样的要求,需要在包装上注重运输环境及视觉传达效果等方面,要求设计师在满足消费者需求的基础上提升包装的内涵,从而带动线上农产品的销售与发展。     

网络购物环境中产品包装设计的定位分析

分析了网络购物的现状,结合商场购物与网络购物的差别,论述了网络购物环境中产品包装设计的功能性要求,进而分析了基于消费者心理需求进行产品包装设计的可行性,指出了网络购物环境中消费者的心理特征,探析了基于消费者不同心理特征进行产品包装设计的基本原则。     

基于移动网购模式的产品设计探析

目的 鉴于移动网购用户日趋增加,针对移动网购的现状与特点进行探究,以研究结果来思考能够被借鉴于家居产品设计的信息,提出移动网购对于产品设计的影响.方法 运用文献研究法与案例分析法,通过移动网购模式的购物场景、展示方式、购物时间、消费群体和到货模式5个方面,论述该模式所带来的新式购物体验,思考在该模式影响下的产品创新设计之道.结论 移动网购模式发展前景乐观,产品设计为了顺应移动网购模式,更好地服务于消费者,可以先吸收移动网购模式的经验,而后研究适合自身的方案.此外,探讨移动网购模式对产品设计的作用,可以从改变表达方式、提高用户满意度、改良开发周期和增强体验感这些要点上,挖掘有意义的切入点进行创新设计,以此来激发产品设计的活力.     

Investigating online social media users’ behaviors for social commerce recommendations

Online social media create virtual communities and network platforms that people use to create, share, and exchange opinions, views and experiences. With social networks, social commerce not only relies on commerce, but online social media can also promote the sale of goods or services online. Many online operators have begun to use recommendation systems to analyze customer purchase history and identify individual products that customers may purchase. This enables the company to send product information to consumers to attract their attention. In addition, consumers have a higher purchase rate for recommended products based on consumer data. Based on a survey in Taiwan society, this study uses the questionnaire survey method to collect data on a relational database. This study investigates Taiwan online social media users’ behaviors using data mining methods, including clustering analysis and association rules. Clustering analysis is to investigate possible profiles of users and association rules are to find knowledge patterns and rules of user profiles, online social media usage motivation/preferences and social commerce behavior in order to generate social commerce recommendations in terms of social technology development in the modern society.     

产品设计在培育消费者忠诚中的作用

针对大部分品牌消费者忠诚度不高这一问题,本文欲结合品牌运营时代特征分析消费者购买使用行为心理,并对产品本身所具备的目的意图和方式意图进行了研究,最后指出为了形成和提升自身品牌的忠诚度,企业应将重点放在产品方式意图的实现和探索上.     

Factors influencing the purchase intention of consumers towards remanufactured products: a systematic review and meta-analysis

Rapid growth in end-of-use and end-of-life products and their current unsustainable disposal methods are the cause of worries among the researchers and academicians across the globe. For that, remanufacturing is emerging as a viable option for sustainable production. Moreover, acceptance of remanufactured products by the consumers is highly essential for the success of the circular economy. Therefore, a study of the purchase intention of the consumers towards remanufactured products becomes inevitable. Here, our research uses meta-analysis to statistically synthesise and analyze the factors relevant to the purchase intention of the remanufactured products. Based on the published literature a total of ten studies are found suitable for the meta-analysis. The result shows that purchase intention of consumers is positively and strongly influenced by attitude and subjective norm, whereas it is moderately influenced by perceived green benefits and perceived behaviour control. In addition, meta-analysis supports the negative relationship between perceived risk and purchase intention. The findings also suggest that consumers who purchase remanufactured electrical and electronics products are less environmentally conscious than consumers who purchase remanufactured automotive products. Further, authors have discussed the managerial implications of the factors which influence the purchase intention of the consumers towards remanufactured products.     

符号学在女性保健品包装设计中的应用

女性保健品的包装设计与女性消费群体之间的关系实际上体现为符号的传达和消费者对符号的解读。因此,女性保健品的包装设计应当通过图形、色彩、文字和材质等符号的应用,吸引女性消费者的注意力,并满足其心理需求,从而促成其消费。     

无形产品类别对网上购物认知风险的影响

为了探究网上购物中无形产品对消费者认知风险的影响,进一步完善网上购物的风险认知理论,本研究采用实验室实验与问卷调查相结合的手段,对60名大学生施测。结果表明:首先对于不同类别的无形商品,消费者的总体认知风险差异显著;其次在网上购买无形商品不仅给消费者带来了财务风险、时间风险、身体风险、绩效风险和心理风险,还有社会风险;最后对于大多数类别的无形商品,身体风险并不是消费者在网上购物时所担心的。结论:消费者在网上购买不同类别的无形产品时所认知到的风险结构是有差异的,在网上购买专业性服务时,消费者认知到的风险是最大的。     

重型卡车平面广告视觉注意研究

目的找到重型卡车平面广告中3个物理特征元素对于潜在消费者视觉注意的浏览顺序,并且确定视觉前注意过程和视觉注意过程各个广告元素影响程度。方法利用眼动行为数据对43名潜在消费者浏览重型卡车平面广告视觉前注意和视觉注意过程进行分析,在广义估计方程下对各个眼动行为数据进行方差分析。结果本文结果显示,广告元素在视觉前注意和视觉注意过程存在显著差异,其中文字部分在视觉前注意过程吸引浏览者优先级最高。在视觉注意过程,文字部分和图片部分出现回溯现象。此外,空间布局对于浏览者眼动行为也具有显著影响作用。结论重型卡车平面广告与一般商品平面广告浏览过程不同,潜在消费者更加关心文字信息和品牌元素。文字顺序和空间布局可以显著影响浏览者眼动行为,并且回溯现象的产生是由于短时记忆容量限制引起的。