국내 먹는샘물 용기디자인이 구매태도 및 구매의도에 미치는 영향

This study aims to understand the causal relationship among container designs (characteristic, modern and feminine image) of bottled water, purchasing attitude and purchasing behavior. The prime goal is to find out which image of design factor is the most influential on purchase behavior and purchase intention for bottled water customers. A self-administered questionnaire was distributed for ten days starting from October 4th, 2016 to October 14th, 2016 to domestic consumers in their 20s and 30s who have experience purchasing bottled water within the past three months. Ultimately, 254 questionnaires were collected, excluding questionnaires with undependable or missing data. The data were analyzed using analysis of frequency, exploratory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis and path analysis by utilizing SPSS 20.0 and AMOS 20.0. As a result, the confirmatory and exploratory factor analysis presents three dimensions of images of bottled water: characteristic, modern and feminine image. The path analysis found that all images of container design have a positive effect on purchase behavior, however, only ‘modern’ image of container design had a positive effect on purchase intention. Hence, hypothesis H1, H2-2 and H3 have been accepted but hypothesis H2-1 and H2-3 have been rejected. The result of this study provides bottled water makers, importers and marketers with useful information in understanding purchase behavior of bottled water customers, which helps them to plan for marketing strategies.