With the growing consumption market of yogurt products, the continuous innovation of packaging design has become the major means of enterprise marketing for fast-moving consumer goods. Because different combinations of packaging design elements affect the consumers in different ways, the contradiction between the product packaging design and consumer demand has impacted the further development of these products’ marketing. To explore the relationship between the constituent elements of yogurt packaging design and consumer preferences, four kinds of factors to the purchased products’ attributes were selected from the packaging design, including the graphics, packaging colors, packaging shapes and label texts. The consumers’ preferences for different attributes of yogurt packaging design were quantitatively evaluated by the Conjoint Analysis Method (CAM). Consumers showed the strongest preference for yogurt packaging shapes (39.017%), and were the most satisfied with the concrete graphics of cool colors (31.330%); the level combination of attributes most preferred by consumers is that of concrete graphics, cool colors, gable-top boxes and simple labels. The packaging design satisfying consumer preferences gave rise to positive purchase attitudes. Such research results facilitated the understanding of the consumption market and provided the theoretical support necessary for the development of yogurt packaging design to match the consumers’ preferences.

With the arrival of the experience economy era, changes in the marketing environment, and the evolution of consumer psychological needs, a good user experience will bring them freshness. Based on user experience, this paper analyzes the relationship among product brand image, brand trust, and brand loyalty, aiming to promote product values and improve brand loyalty and trust. Through case analysis, consumers' favorite brands were selected and conducted positioning analysis on brand color, image, package form, and so on. The study proposed a hypothetical model of user experience on brand loyalty and performed a questionnaire survey on 357 consumers. The relational model of the impact of user experience on consumers was verified using the SEM (Structural Equation Model) method. It is shown that sensory experience, emotional experience, behavioral experience, and thinking experience have significant impacts on brand image; brand image apparently affects brand trust; and brand trust and image remarkably influence brand loyalty. Extending the concept of user experience to the fast-moving consumer goods industry will contribute to the package design of products and the theory and practice of brand loyalty. The research findings can provide effective strategies and approaches for marketers to improve product market competitiveness and enhance consumer brand stickiness.

Brand design expands the connotation and extension of products, satisfying consumers’ purchase needs to a maximum extent. This study aims to use the S-O-R theory to explore the key factors that stimulate consumers’ behaviors in purchasing bottled water and investigate the influences of design-driven fast-moving consumer goods (FMCG) on purchase intentions of consumers. A questionnaire survey was conducted for data col-lection and the bootstrapping program of PLS-SEM was used in data analysis and significance evaluation of 322 samples finally obtained. The results show that brand image and design-drive attribute can positively affect perceived value, while sensory experience and brand image can positively impact emotional attitude. However, sensory experience does not directly facilitate perceived value and design-driven attribute cannot effectively affect emotional attitude. Both brand image and design-driven attribute can significantly influence purchase intention, while sensory experience does not have such a influence. Emotional attitude has a significant mediating effect on purchase intention, with a partial mediating effect of perceived value on purchase intention. These results have enriched the research on the influence of design-driven attribute on consumer purchase behavior and empirically analyzed the relationships of product knowledge and perceived value of consumers with their purchase intentions, providing new evidence for understanding the relationship between consumer purchase intentions and design-driven brands. The importance of design-driven attribute has been emphasized in this study, which is of important practical significance in exploring the underlying mechanism of consumer purchase intention and promoting the sustainable development of product design.

This study examines visitor acceptance of augmented reality (AR) wayfinding systems in open historic districts, addressing the challenge of balancing technological innovation with cultural heritage experience. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and extended variables including perceived pleasure, self-efficacy, interactivity, risk, and trust, a comprehensive behavioural intention model is proposed. Using survey data and structural equation modelling, results reveal a strong “ease-of-use preference,” with effort expectancy outweighing performance expectancy. Perceived interactivity boosts behavioural intention directly and via perceived pleasure, while risk and social influence act through perceived trust, highlighting institutional trust’s importance. Self-efficacy also drives intention indirectly through pleasure. An implementation pathway—“technical ease of use – content gamification – trust-oriented management”—is proposed, offering theoretical and practical insights for AR design, digital heritage preservation, and enhanced visitor experience.