Research On The Influence Of FMCG Packaging On Consumers' Purchase Intention Under The Background Of Social Media

In the era of social media,consumers have more and more control,choice and voice over information,and one-way advertising is declining.Enterprises' cognition of brand communication is undergoing transformation and transformation,seeking more flexible ways to export brand culture and values,while product packaging(especially commercial product packaging for promotion)has become important The breach.The role of product packaging has expanded from a static storage carrier to a modern circulation medium,which has become an important channel to connect brands and consumers.Excellent product packaging can not only stimulate consumers to buy,but also achieve communication fission in social media through spontaneous sharing of consumers,so as to maximize the volume of brand communication.However,in the existing literature,there are few quantitative researches on the product packaging factors and the influence mechanism between the factors and the consumers' purchase intention from the perspective of brand communication,which still need further research and excavation to help enterprises better optimize the product packaging strategy.Therefore,this paper focuses on fast moving consumer goods,which are called "visual goods",and explores the packaging factors of fast moving consumer goods that affect consumers' purchase intention from theoretical analysis and empirical research.First of all,this paper selects 24 interviewees for in-depth interviews with consumers,analyzes and refines the interview data,and obtains four dimensions of FMCG packaging: functionality,sensory,emotional and topicality.It also introduces self construction and gender as adjusting variables,constructs the mechanism model of FMCG's impact on consumers' purchase intention,and puts forward relevant research Research hypothesis.Secondly,develop measurement items,design the initial questionnaire for pre-test,modify the questionnaire according to the pre-test results and issue a formal questionnaire.Finally,descriptive analysis,reliability and validity analysis,correlation analysis,regression analysis and regulatory effect test are carried out to verify the theoretical model and research hypothesis.It is found that the functional,sensory,emotional and topical features of FMCG packaging have a significant impact on consumers' purchase intention,and topical featureshave the greatest impact,which has become the primary factor influencing consumers' purchase intention in the era of social media.At the same time,self construction plays a regulatory role in the influence of FMCG on consumers' purchase intention.Consumers with different self construction characteristics have different cognition and attitude towards FMCG.Finally,combined with the conclusion of this study and the current situation of enterprise marketing,this paper puts forward the corresponding marketing suggestions for the product packaging design of FMCG industry.