Can POP Ads about organic ingredients lower the informational purchasing barrier and raise the purchase intention? : perspective of franchise and new product

Abstract

This paper aimed to examine the effect of POP Ads on informational purchasing barrier and purchase intention and the moderating effect of franchise and new product. To test this study, this research designed a questionnaire where respondents would answer on the basis of 8 types. This research conducted the offline survey to 615 adult people residing in Gyeongbuk province. Excluding 16 copies of the questionnaire which were not answered faithfully, this research used 599 copies for analysis. T-test, ANOVA, Regression analysis were used to verify the hypothesis. The analysis of this research proved that POP advertisements about organic ingredients lower the informational purchasing barrier and raise trust on organic food, raising purchase intention of organic food. It also proved that such an effect is moderated by whether a product is franchised or not, and whether a product is perceived as new or not. That is, POP advertisements were more effective for non-franchised products and new products than for franchised and existing products. The analysis of this research also identified a complete mediating effect of informational purchasing barrier. Therefore, lowering informational purchasing barrier is the most effective way to raise purchase intention. If informational purchasing barrier is not lowered, POP advertisements cannot raise purchase intention. Thus, to increase purchase intention, it is necessary to find out what informational purchasing barrier is, and include the contents related with lowering informational purchasing barrier in POP advertisements. It is necessary to do researches on purchase intention by using POP advertisements on customized local brands of organic bread for millennial generations who are major consumers, and who put emphasis on health and environment.