The Influence Of The Emotionality Of Product Packaging Text On Consumers’ Purchase Intention

With the rapid development of social economy,After the material needs are satisfied,people begin to pay attention to their idealism and humanism.In the current society,different people have different needs for feelings.When individuals consume,they hope to obtain not only material satisfaction but also spiritual satisfaction in products.Therefore,more and more product begin to use emotional of marketing strategies to promote consumers’ purchase intention.How does emotional marketing affect consumers’ consumption behavior? What role does consumer psychology play in it?Further exploration is necessary.Therefore,this study attempts to solve the following two problems through experimental research:(1)To reveal the influence of the emotionality of product packaging text on consumers’ brand attitude and purchase intention;(2)Explore whether there is an interaction between product involvement degree and the emotionality of product packaging text on consumers’ brand attitude and purchase intention.Experiment 1: the influence of emotionality and brand attitude of product packaging words on consumers’ purchase intention.This study consists of three parts.First,in the preliminary experiment,Through interviews with 30 college students,the types of commodities in the experimental materials were determined.For this product,7 articles of emotional packaging materials and 5 articles of non-emotional packaging materials are designed.A questionnaire survey was conducted among 219 college students.After the difference test of the data,One text material with significant difference was selected as the formal experimental material.Secondly,the single factor experimental design was adopted.This paper probes into the influence of the emotionality of product packaging text on consumers’ brand attitude and purchase intention.The results show that The emotionality of product packaging text significantly positively predictedbrand attitude and purchase intention.And the brand attitude of consumers plays an intermediary role between the emotional of product packaging text and consumers’ purchase intention.Experiment 2: Exploring the impact of product involvement and product packaging on the willingness to purchase.The experimental design of the two-factor 2*3 inter-test was adopted.The emotionality of the packaged text was two-level variables,the product involvement degree was a three-level variable,and the dependent variable was the score of the consumer brand attitude and purchase intention.The research results show that the main effect of product involvement on consumer brand attitude is significant,the emotional effect of packaged text and product involvement have no significant effect on consumer brand attitude;product involvement is consumer-to-consumer The main effect of the purchase intention is significant,and the emotional effect of the packaged text and the product involvement have no significant effect on the consumer’s Purchase intention.