نوع مقاله : مقاله پژوهشی
1 دانشکده مهندسی نساجی و پوشاک، دانشگاه سبزوار. سبزوارر، ایران
2 دانشکده مهندسی نساجی، پوشاک و مد، دانشگاه آزاد اسلامی واحد قائمشهر، قائم شهر، ایران
عنوان مقاله [English]
The purpose of this research is to investigate the factors influencing consumer choice based on the unusual graphic design of clothing packaging. The current research is a descriptive-surveillance research of causal-correlation type. In this research, there are 384 personnel and managers of private graphic companies in Amol city to provide product packaging designs. Data analysis and research method according to research variables that include an independent variable perceived characteristic, a dependent variable purchase intention, a mediating variable perceived beauty and three moderator variables tendency to innovation. Gender and Education are formed. Also, structural equations have been used in PLS software to check the proposed hypotheses. The results showed that gender and education moderate the relationship between perceived characteristics and purchase intention. And the willingness to innovate has a significant relationship with the perceived characteristic. This research helps clothing manufacturers to consider components such as beauty, color, package size, geometric dimensions of the package, contents and written design of the package for better understanding and willingness of the consumer to buy.