한국 면세 화장품 패키지의 감성디자인이 소비자의 감정 반응과 구매 의도에 미치는 영향 : 후, 설화수, HERA를 중심으로

초록

This study empirically analyzed the effects of emotional design elements applied to Korean duty-free cosmetic brand packages on Chinese tourists' emotional responses and purchase intentions. Using Norman's emotional design theory and the SOR model as theoretical frameworks, a survey was conducted with Chinese consumers who had purchased representative Korean cosmetics brands-Whoo, Sulwhasoo, and HERA-at duty-free shops. The results showed that, first, among the three elements of emotional design, behavioral design and reflective design had significant positive effects on emotional responses, while visceral design did not have a significant effect. Second, emotional responses had a significant positive effect on purchase intention, and all three elements of emotional design directly influenced purchase intention. Third, mediation analysis revealed that visceral design affected purchase intention only through a direct path, behavioral design primarily through an indirect path, and reflective design through both direct and indirect paths. Fourth, all variables showed statistically significant differences across brands. This study confirmed the cross-cultural applicability of emotional design theory and identified that reflective design elements emphasizing cultural symbolism and gift value are the most important factors in package design targeting Chinese consumers.

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