시간압력이 패키지 형태 선택에 미치는 영향

다국어 초록 (Multilingual Abstract)

The Effects of Time Pressure on the Choice of Package Shape

This study aimed at exploring the type of packaged products consumers would choose and buy depending on the existence of and difference in time pressure. It also investigated how the selective response of consumers, driven by their preference, would actually materialize. Therefore, experiments were conducted to test whether a different time pressure (high vs. low) would lead consumers to purchase a product in different packaging (simple vs. complex), that is, to see how consumers react to a different product packaging (simple vs. complex) under a different time pressure (high vs. low).
To that end, the following hypotheses were formulated before the experiments. First, consumers would prefer a product in a simple-shaped packaging to a product in a complex-shaped packaging under high time pressure (Hypothesis 1). Second, when time pressure is low, consumers would prefer a product in a complex-shaped packaging over a simple-shaped packaging (Hypothesis 2). For the verification of these hypotheses, the products used for the experiments were divided into two groups: those in simple and stable packaging with regular and consistent lines and those in complex packaging with irregular, non-uniform, and curved lines.
More specifically, when presenting each product (bottled water and isotonic drink), Experiment 1 provided three packaging options (simple vs. average vs. complex packaging), whereas Experiment 2 provided two options (simple vs. complex packaging). The study analyzed how the subjects responded to a product in different packaging and which product they liked better. It found that (1) a larger proportion of people in the high time pressure (immediate consumption) group selected the option in simple packaging and (2) more people in the low time pressure (consumption scheduled in a month) group chose a product in complex packaging than those who did not.
Taken together, these findings supported the two proposed hypotheses. Finally, the paper also discussed the academic and practical implications, limitations of the study, and a direction for future research.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 연구 주제 및 필요성 1
• 제 2 절 논문 구성 8
• 제 2 장 이론적 배경 9
• 제 1 절 시간압력 9
• 제 2 절 제품패키지(형태) 11
• 제 3 절 시간압력과 패키지 형태 관계 15
• 제 3 장 연구1 : 구매시점에 따른 제품유형 선택에 미치는 영향 Ⅰ 20
• 제 1 절 실험방법 20
• 1. 사전조사 20
• 2. 실험절차 22
• 제 2 절 연구결과 25
• 1. 실험참여자 25
• 2. 가설검증 26
• 제 4 장 연구2 : 구매시점에 따른 제품유형 선택에 미치는 영향 Ⅱ 28
• 제 1 절 실험방법 28
• 1. 사전조사 28
• 2. 실험절차 32
• 제 2 절 연구결과 35
• 1. 실험참여자 35
• 2. 가설검증 36
• 제 5 장 결론 및 시사점 38
• 제 1 절 연구결과 요약 38
• 제 2 절 연구 시사점 40
• 제 3 절 한계 및 향후 연구방향 42
• 참고문헌 44
• Abstract 82