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Information Journal Paper

Title

The Impact of Quality, Creativity and Attractiveness of Packaging on the Customer’ s Purchase Intention to Buy by Considering the Mediating Role of Customer’ s Effect and Cognition (Case Study: Chocolate Industry)

Pages

  54-67

Abstract

 The present research aims at assessing the impact of the quality, creativity and attractiveness of packaging on consumer purchasing intention by considering the role of the mediating of Customer effect and cognition. The present study was conducted in terms of its purpose and the required data were collected through distribution of questionnaires among 403 chocolate consumers in Tehran. To assess the validity of the questionnaire, content validity and convergent validity were used and Cronbach's alpha method was used to determine the reliability. The research hypotheses were evaluated using structural equation modeling (SEM) and regression method. Data analysis was done by SPSS and Smart-PLS software. The results of the research show that the packaging elements: the quality, creativity and attractiveness of packaging affect the feeling and cognition of customers. Research findings also show that the customer's effect (emotion) do not affect the intention to buy, but the customer's knowledge of the Purchase Intentions is effective.

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    APA: Copy

    Yaghubi, Nayereh Sadat, KORDNAEIJ, ASADOLLAH, & AGHAEI, MOHAMMAD. (2020). The Impact of Quality, Creativity and Attractiveness of Packaging on the Customer’ s Purchase Intention to Buy by Considering the Mediating Role of Customer’ s Effect and Cognition (Case Study: Chocolate Industry). JOURNAL OF PACKAGING SCIENCD AND TECHNIQUES, 11(1 (42) ), 54-67. SID. https://sid.ir/paper/409929/en

    Vancouver: Copy

    Yaghubi Nayereh Sadat, KORDNAEIJ ASADOLLAH, AGHAEI MOHAMMAD. The Impact of Quality, Creativity and Attractiveness of Packaging on the Customer’ s Purchase Intention to Buy by Considering the Mediating Role of Customer’ s Effect and Cognition (Case Study: Chocolate Industry). JOURNAL OF PACKAGING SCIENCD AND TECHNIQUES[Internet]. 2020;11(1 (42) ):54-67. Available from: https://sid.ir/paper/409929/en

    IEEE: Copy

    Nayereh Sadat Yaghubi, ASADOLLAH KORDNAEIJ, and MOHAMMAD AGHAEI, “The Impact of Quality, Creativity and Attractiveness of Packaging on the Customer’ s Purchase Intention to Buy by Considering the Mediating Role of Customer’ s Effect and Cognition (Case Study: Chocolate Industry),” JOURNAL OF PACKAGING SCIENCD AND TECHNIQUES, vol. 11, no. 1 (42) , pp. 54–67, 2020, [Online]. Available: https://sid.ir/paper/409929/en

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