Research on the Fusion Relationship between FMCG Packaging and Purchase Intention on Social Media Platforms

다국어 초록 (Multilingual Abstract)

From the perspective of social media (self-media), this research analyzes the fusion relationship between different dimensions of FMCG packaging design and product purchase intention, and puts forward corresponding views and strategies at the theoretical and application levels. In the social media era, the right of information control, the right of choice, and the right of discourse gradually incline to the public, and the one-way information output in the field of United Media is transforming into the information interaction and multiple control of Focus Media. All brands are using a more flexible way to export brand culture and values. At this point, the field of product packaging is an important export. The role of product packaging has expanded from a static storage carrier to a modern circulation medium, and has become an important channel connecting brands and consumers. Excellent product packaging can not only stimulate consumers to purchase, but also, through the spontaneous sharing of consumers in social media, achieve propagation fission and maximize the promotion of brand communication. In previous studies, few studies have been conducted on product packaging factors and their influencing mechanisms with purchase intention from the perspective of brand communication, therefore further research is needed to enrich theoretical research in this field and optimize product packaging strategies. This paper analyzes and refines the obtained interview data, and obtains four dimensions of FMCG packaging: functionality, sensation, emotionality and topicality, and constructs the model of FMCG packaging’s influence mechanism on purchase intention. Relevant research hypotheses are put forward. Research has found that the functionality, sensation, emotionality, and topicality of FMCG packaging have a significant impact on purchase intention, and topicality has the greatest impact. Topic has become the primary factor influencing consumers’ FMCG purchase intention in the social media era. Combining the research conclusion of this paper with the status quo of enterprise marketing, this paper puts forward corresponding marketing suggestions for the packaging design of the FMCG industry.

목차 (Table of Contents)

• Abstract
• Ⅰ. Introduction
• Ⅱ. Literature Review
• Ⅲ. Construction of the Model of the Influence of FMCG Packaging on Purchase Intention
• Ⅳ. Research Design and Pre-investigation
• Ⅴ. Research Conclusions and Marketing Enlightenment
• Reference

참고문헌 (Reference)

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