A Study on the Impact of the Goods Designs upon Brand Images and the Intent to Purchase: Focusing on Starbucks

February 28, 2023  |  Vol.9, No.2  |  PP. 145-159  | PDF

AUTHORS:

Wang Dong, Dept. of Department of Visual Design, TongMyong University, Korea

Zou Kang, Dept. of Oriental Culture, TongMyong University, Korea

KEYWORDS:

Goods Product, Product Design, Brand Image, Purchase Intention

Abstract

The purpose of this study is to examine the impact of the designs of goods of franchise coffee shops that continue to grow upon their brand images and the intent of the customers to purchase, with a view to suggesting design strategies for goods by identifying the factors of the preferred designs while advancing the images of brands of franchise coffee shops. The findings from the empirical analyses to fulfill the purpose of this study were as follows; The result of the verification of Hypothesis 1 that the designs of goods would have a positive impact on brand images showed that the aesthetic impression, functionality, symbolic values, and economic values of the designs of goods had a significant positive impact on brand images, supporting Hypothesis 1. The result of the verification of Hypothesis 2 that brand images would have a positive impact on the intent of customers to purchase showed that brand images had a significant and positive impact on the intent of customers to purchase, supporting Hypothesis 2. The result of the verification of Hypothesis 3 that goods designs would have a positive impact on the intent to purchase showed that the factors of designs of goods, such as aesthetic impression, functionality, and symbolic values had a statistically significant impact on the intent to purchase. However, economic values did not have a significant impact, partially supporting Hypothesis 3. The implications of the results of the empirical analyses of this study are, first, it is necessary for independent brand coffee shops to invest in and work on developing goods. Second, franchise coffee shops would have to develop products, in addition to existing goods, the goods that match the general tendencies of customers and design trends. Third, it would be necessary to consider the design factors and economic factors that are in line with the ideas of the consumers who want to purchase goods and develop/sell goods that are focused on symbolic values and rarity.

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Citations:

APA:
Dong, W., Kang, Z. (2023). A Study on the Impact of the Goods Designs upon Brand Images and the Intent to Purchase: Focusing on Starbucks. Asia-pacific Journal of Convergent Research Interchange (APJCRI), ISSN: 2508-9080 (Print); 2671-5325 (Online), KCTRS, 9(2), 145-159. doi: 10.47116/apjcri.2023.02.12

MLA:
Dong, Wang, et al. “A Study on the Impact of the Goods Designs upon Brand Images and the Intent to Purchase: Focusing on Starbucks.” Asia-pacific Journal of Convergent Research Interchange, ISSN: 2508-9080 (Print); 2671-5325 (Online), KCTRS, vol. 9, no. 2, 2023, pp. 145-159. APJCRI, http://fucos.or.kr/journal/APJCRI/Articles/v9n2/12.html.

IEEE:
[1] W. Dong, Z. Kang, “A Study on the Impact of the Goods Designs upon Brand Images and the Intent to Purchase: Focusing on Starbucks.” Asia-pacific Journal of Convergent Research Interchange (APJCRI), ISSN: 2508-9080 (Print); 2671-5325 (Online), KCTRS, vol. 9, no. 2, pp. 145-159, February 2023.

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