스토리텔링 패키지디자인이 소비자의 구매의도에 미치는 영향 연구 : 농부산천 ‘동방수엽’(東⽅樹葉) 브랜드의 홍차 중심으로

초록

n the context of increasing homogeneity in the beverage market, packaging design has become a crucial factor influencing consumers’ purchase intentions. However, empirical research on the underlying mechanisms of storytelling packaging design remains relatively limited. This study therefore investigates how storytelling packaging design affects consumers’ purchase intentions, taking Nongfu Spring’s “Oriental Leaf” black tea is the research subject. An evaluation framework was developed to comprise six dimensions: narrativity, cultural symbolism, visual consistency, brand recognizability, emotionality, and distinctiveness. Through a comparative analysis of five storytelling packaging cases and a questionnaire survey, reliability and regression analyses were conducted using SPSS to examine the effects of each dimension. The existing packaging design was further evaluated, and two redesign proposals were developed and validated through consumer assessment. The results indicate that emotionality has a significant positive effect on purchase intention. Although the existing packaging demonstrates relative strength in visual and cultural expression, it shows room for improvement in emotional engagement. Among the redesign proposals, the scheme constructed around the “Pause” narrative concept achieved the best overall performance. This study empirically confirms the effectiveness of storytelling packaging design in enhancing purchase intention.

키워드