Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision-making model

Hosam Al-Samarraie, Atef Eldenfria, Joana Eva Dodoo, Ahmed Ibrahim Alzahrani, Nasser Alalwan

Research output: Contribution to journalArticle

Abstract

Recent advances in e-commerce have resulted in significant progress being made toward strategies, requirements, and the development of various mechanisms aimed at influencing consumers' decisions to purchase online. The relationship between different packaging design elements and their effect on consumers' online buying decisions has been less researched, due in part to the lack of statistical power to detect cause and effect relationships between these elements. This study examines the feasibility of multiple-criteria decision-making in order to identify and analyze the causal relationships between the different packaging design elements that are required to stimulate consumers' decision to buy products online. Consumers' direct, indirect, and interdependent behaviors in relation to PDEs and purchase decisions were studied for this paper. A total of 142 students (89 males and 53 females, aged 22-37 years) participated in this study. The results identified several associations between design elements. The four most important PDEs found to influence consumers' decision to buy via the internet were graphics, colours, label information, and country of origin. This study provides the necessary insights into the design of product packaging by targeting aspects related to the appearance of the products' characteristics. Correlations between the various PDEs obtained from this study can be used to increase consumers' interactions with products in e-commerce environments.

Original languageEnglish
Pages (from-to)993-1005
Number of pages13
JournalColor Research and Application
Volume44
Issue number6
Early online date21 Aug 2019
DOIs
Publication statusPublished - 1 Dec 2019

Fingerprint

Packaging
Decision making
decision making
cause
electronic business
purchase
Labels
decision making criterion
Internet
country of origin
Students
Color
lack
interaction
student

Keywords

  • consumer decision-making
  • ergonomics
  • information management
  • packaging design

ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Chemistry(all)
  • Chemical Engineering(all)

Cite this

Packaging design elements and consumers' decision to buy from the Web : A cause and effect decision-making model. / Al-Samarraie, Hosam; Eldenfria, Atef; Dodoo, Joana Eva; Alzahrani, Ahmed Ibrahim; Alalwan, Nasser.

In: Color Research and Application, Vol. 44, No. 6, 01.12.2019, p. 993-1005.

Research output: Contribution to journalArticle

Al-Samarraie, Hosam ; Eldenfria, Atef ; Dodoo, Joana Eva ; Alzahrani, Ahmed Ibrahim ; Alalwan, Nasser. / Packaging design elements and consumers' decision to buy from the Web : A cause and effect decision-making model. In: Color Research and Application. 2019 ; Vol. 44, No. 6. pp. 993-1005.
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