Creative Packaging Design, Soft Power Elements Reflected through Packaging, and Perceived Product Value Influencing Souvenir Purchase Intention among Customers in Souvenir Shops in Nonthaburi Province
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Abstract
This study aimed to examine: 1) the influence of creative packaging design, Soft Power elements reflected through packaging, and perceived product value on consumers’ purchase intention of souvenir products; 2) the influence of creative packaging design on purchase intention; 3) the influence of Soft Power reflected through packaging on purchase intention; and 4) the influence of perceived product value on purchase intention. The sample consisted of 481 consumers aged 18–65 years who purchased souvenirs in Nonthaburi Province. Data were collected using a questionnaire with a reliability coefficient of 0.96 and analyzed using descriptive statistics and multiple regression analysis (Stepwise method).
The results revealed that 1) the three independent variables jointly influenced purchase intention at the .05 significance level. Perceived product value exerted the strongest influence (Beta = 0.635), followed by creative packaging design and Soft Power elements, explaining 61.9% of the variance in purchase intention; 2) Creative packaging design, specifically color, graphics/patterns, and usability, significantly affected purchase intention (Beta = 0.322, 0.278, and 0.101, respectively); 3) Soft Power elements, namely local pride, cultural identity, and global accessibility, exerted positive influences, while storytelling and Thainess showed negative influences; and (4) Social value, quality value, and functional value significantly predicted purchase intention (Beta = 0.514, 0.282, and 0.113). Overall, the findings indicate that creative packaging design, Soft Power integration, and perceived product value are key determinants that should be applied to enhance souvenir products, better meet consumer needs, and strengthen market competitiveness.
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