Packaging design elements and consumers' decision to buy from the Web : A cause and effect decision-making model
- Submitting institution
-
Coventry University
- Unit of assessment
- 32 - Art and Design: History, Practice and Theory
- Output identifier
- 25780483
- Type
- D - Journal article
- DOI
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10.1002/col.22427
- Title of journal
- Color Research and Application
- Article number
- -
- First page
- 993
- Volume
- 44
- Issue
- 6
- ISSN
- 0361-2317
- Open access status
- Compliant
- Month of publication
- August
- Year of publication
- 2019
- URL
-
-
- Supplementary information
-
-
- Request cross-referral to
- -
- Output has been delayed by COVID-19
- No
- COVID-19 affected output statement
- -
- Forensic science
- No
- Criminology
- No
- Interdisciplinary
- No
- Number of additional authors
-
4
- Research group(s)
-
-
- Proposed double-weighted
- No
- Reserve for an output with double weighting
- No
- Additional information
- This empirical study advances the researcher’s focus on the personalisation of the user interaction experience. This research sits within the wider Unit context of inclusion, user-centred design and immersive media. e‐commerce has progressed significantly with strategies, requirements, and mechanisms to influence online consumer decision-making. Here, that is extended through exploration of the relationship between different packaging design elements and their effect on consumers' online buying decisions, with the aim of offering clear direction to designers.
The feasibility of multiple‐criteria, decision‐making to identify and analyze the causal relationships between different packaging design elements and the consumer decision to buy a product online is explored. The DEMATEL approach (previously applied to organisational policies and rules, marketing strategies, and control systems) is deployed as a means to study complex decision-making and reasoning. Associations between design elements are identified and demonstrate the importance of packaging graphics, colours, label information, and country of origin as key influencers of the decision to buy online.
The research contributes to the development of design flow methods, and formation of design requirements for product packaging to encourage online sales. The research team have extended these principles in their study of specific cultural requirements. For example exploring the specific needs and requirements of Arab users to enhance their engagement with, and acceptance of, mobile applications associated with health and well-being. The findings have also been applied by researchers recognising the potential to increase the market competitiveness of products through use of colour (Zhang et al 2020), and looking to influence health perception and behaviour for example through the size and shape of beer cans (Zwanka 2020).
The study was enabled by a research grant from King Saud University.
- Author contribution statement
- -
- Non-English
- No
- English abstract
- -
