The Impact of Quality, Creativity and Attractiveness of Packaging on the Customer’s Purchase Intention to Buy by Considering the Mediating Role of Customer’s Effect and Cognition (Case Study: Chocolate Industry)

Document Type : Original Article

Authors

1 Master of Science (MSc), International Business Management, Tarbiat Modares University of Tehran-Iran

2 Professor, Department of Business Administration, Tarbiat Modares University, Tehran-Iran

3 Assistant Professor, Department of Business Administration, Tarbiat Modares University of Tehran -Iran

Abstract

The present research aims at assessing the impact of the quality, creativity and attractiveness of packaging on consumer purchasing intention by considering the role of the mediating of customer effect and cognition. The present study was conducted in terms of its purpose and the required data were collected through distribution of questionnaires among 403 chocolate consumers in Tehran. To assess the validity of the questionnaire, content validity and convergent validity were used and Cronbach's alpha method was used to determine the reliability. The research hypotheses were evaluated using structural equation modeling (SEM) and regression method. Data analysis was done by SPSS and Smart-PLS software. The results of the research show that the packaging elements: the quality, creativity and attractiveness of packaging affect the feeling and cognition of customers. Research findings also show that the customer's effect (emotion) do not affect the intention to buy, but the customer's knowledge of the Purchase Intentions is effective.

Keywords

References

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Packaging Science and Art
Volume 11, Issue 42 - Serial Number 42
September 2020
Pages 54-67

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History

  • Receive Date: 21 June 2020
  • Revise Date: 21 July 2020
  • Accept Date: 22 August 2020
  • Publish Date: 20 September 2020

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