Tian Yuyang, Zakaria Siti Farhana, Du Yinghui, Qiu Ye, Tian Zenghui
College of Creative Arts, Universiti Teknologi MARA (UiTM), Shah Alam, Selangor, Malaysia.
Faculty of Art, Sustainability and Creative Industry, Sultan Idris Education University, Tanjung Malim, Malaysia.
PLoS One. 2025 Jun 16;20(6):e0326186. doi: 10.1371/journal.pone.0326186. eCollection 2025.
The anthropomorphic design of beverage packaging has gained significant attention as an innovative marketing strategy. This study systematically examines how anthropomorphic visual and verbal cues in beverage packaging influence consumers' impulse buying intentions. Grounded in the Stimulus-Organism-Response model, Social Presence Theory, and Empathy Theory, the research employs a consumer survey to validate the mediating roles of positive emotions, social presence, and empathy in the relationship between anthropomorphic design and impulse buying intentions. A comprehensive causal model was developed to explore these relationships. While modern packaging techniques and visual elements enhance the appearance of beverage packaging, they did not significantly trigger empathetic responses. This suggests that emotional language and personalized expressions are more effective in fostering emotional resonance. The study also highlights the significant mediating roles of positive emotions and social presence in the relationship between anthropomorphic design and impulse buying intentions, emphasizing the importance of emotional and social factors in consumer decision-making.This research validates the theoretical model and offers practical insights for companies. It suggests that businesses should focus on consumers' emotional needs and psychological states in packaging design and marketing strategies. By enhancing emotional language, optimizing visual anthropomorphic elements, and incorporating multi-sensory designs, companies can effectively improve consumers' positive emotions and social presence, thereby increasing impulse buying intentions. For consumers with high levels of loneliness, strengthening anthropomorphic design elements can meet their social and emotional needs, enhancing brand loyalty and market competitiveness.
饮料包装的拟人化设计作为一种创新的营销策略已受到广泛关注。本研究系统地考察了饮料包装中的拟人化视觉和语言线索如何影响消费者的冲动购买意愿。基于刺激-机体-反应模型、社会临场感理论和移情理论，该研究采用消费者调查来验证积极情绪、社会临场感和移情在拟人化设计与冲动购买意愿之间关系中的中介作用。开发了一个综合因果模型来探究这些关系。虽然现代包装技术和视觉元素提升了饮料包装的外观，但它们并未显著引发移情反应。这表明情感语言和个性化表达在促进情感共鸣方面更有效。该研究还强调了积极情绪和社会临场感在拟人化设计与冲动购买意愿关系中的显著中介作用，强调了情感和社会因素在消费者决策中的重要性。本研究验证了理论模型，并为企业提供了实用见解。研究表明，企业在包装设计和营销策略中应关注消费者的情感需求和心理状态。通过增强情感语言、优化视觉拟人化元素以及融入多感官设计，企业可以有效提升消费者的积极情绪和社会临场感，从而增加冲动购买意愿。对于孤独感较强的消费者，强化拟人化设计元素可以满足他们的社交和情感需求，增强品牌忠诚度和市场竞争力。
