The Effects of Korean Traditional Culture in Food and Beverage Packaging on Consumer Satisfaction and Repurchase Intention -Focusing on domestic and foreign consumers-

The Effects of Korean Traditional Culture in Food and Beverage Packaging on Consumer Satisfaction and Repurchase Intention 678packaging that applies its visual elements has drawn attention as a medium for a new kind of cultural consumption experience.This study compares the perceptions of Korean and Chinese consumers to examine how the design characteristics of such packaging affect consumer satisfaction and repurchase intention.Packaging design characteristics were derived from prior studies, and a survey was conducted with Korean and Chinese consumers who had purchased traditional-culture food and beverage products sold in Korea.Consumers in both groups preferred the image-type design, but Chinese consumers rated the characteristics of the character-type design higher than those of the image-type design.Evaluations of packaging design characteristics did not differ significantly by consumer type, although mean satisfaction and repurchase intention scores were somewhat higher among Chinese consumers.Of the three characteristics, originality and cultural identity were more closely associated with satisfaction and repurchase intention than aesthetic appeal.These results suggest that packaging design should take into account each country's consumer preferences and evaluations, and should treat cultural identity and originality, not aesthetic appeal alone, as the main features of traditional culture.By comparing consumer types across countries, this study identifies empirical differences between them and is expected to serve as a theoretical foundation for future packaging design that applies traditional culture.