通过以用户为中心的产品包装设计优化品牌忠诚度:乳制品行业用户体验的研究
Fa Wang1,2, Yujue Wang3,4, Yuan Han5
1College of Animation, Jinling Institute of Technology, Nanjing, China.
Heliyon
|February 14, 2024
概括
一个积极的用户体验大大提高了品牌形象,信任和忠诚度在快速变化的消费品行业. 这项研究为营销人员提供了提高品牌粘性和竞争力的策略.
科学领域:
- 市场营销和消费者行为
- 品牌管理 品牌管理
- 心理学 心理学 心理学
背景情况:
- 现代市场强调体验经济,不断变化的消费者需求以及用户体验的重要性.
- 一个强大的用户体验可以为消费者创造一种新奇感和满意度.
- 了解用户体验,品牌形象,信任和忠诚度之间的相互作用对企业至关重要.
研究的目的:
- 分析用户体验,产品品牌形象,品牌信任和品牌忠诚度之间的关系.
- 为促进产品价值和增强品牌忠诚度和信任提供见解.
- 将用户体验概念扩展到快速发展的消费品 (FMCG) 行业.
主要方法:
- 对受欢迎的消费品牌进行案例分析,重点关注颜色,形象和包装等品牌元素.
- 开发和验证一个假设模型,将用户体验与品牌忠诚度联系起来.
- 对357名消费者的定量调查,使用结构方程建模 (SEM) 分析数据.
主要成果:
- 感官,情感,行为和思维体验显著影响品牌形象.
- 品牌形象对品牌信任有明显的影响.
- 品牌形象和品牌信任都是品牌忠诚度的关键驱动因素.
结论:
- 用户体验元素直接影响品牌形象,这反过来又建立了品牌信任,最终促进了品牌忠诚度.
- 这些发现适用于快速消费品行业,为产品包装设计和品牌忠诚度策略提供了信息.
- 为营销人员提供可行的策略,以提高产品竞争力和消费者品牌忠诚度.
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