Measuring the Relationship between Kid Influencers and Children’s Purchase Intention (Experimental Research) and Measuring the Relationship between Packaging Design and Children’s Purchase Intention

Abstract

Purpose: This research aims to study the relationship between kid influencers and product packaging on children’s purchase intention, applied to the snacks industry. This research fills an empirical gap by measuring the relationship between kid influencers and children's purchase intention using an experimental design. It also studies the possibility of manipulating children to purchase unhealthy snacks through packaging design. Design/Methodology/Approach: A conceptual model was created based on past literature findings tested using an experimental and descriptive design. Moreover, the experiment was conducted using 62 participants aged 8 to 11 to measure the relationship between the kid influencers and children’s purchase intention. Moreover, 62 questionnaires were gathered from different children to measure the relationship between product packaging and children’s purchase intention. In both groups, the data was collected through a non-probability judgmental convenience technique, and data analysis was conducted using the SPSS software. Findings: The Mann-Whitney Test was used to measure the distribution mean rank of children’s purchase intention in the experimental and control groups, and it showed a significant distribution between the groups. The Chi-Square Test of Independence was also used to measure whether two categorical variables are independent or dependent which in this case they are dependent. Additionally, Spearman’s Rank Correlation test was used to find that there is a positive weak relationship between kid influencers and children’s purchase intention and a positive moderate relationship between packaging design and children’s purchase intention. Implications: Based on the findings, the research is recommending to the marketers or marketing communication directors, product designers, as well as policymakers various implications. For instance, it is recommended that business owners in the snacks industry highly invest in developing and improving their product’s packaging design. Limitations/ Suggestions: The researchers faced various limitations such as applying the study only to the food and beverage industry, and it suggested that further research should examine other industries such as the toy industry.