Exploring the Impact of Unboxing Complexity on Consumer Satisfaction in Cosmetic Packaging

The unboxing experience has become a key factor that affects the experience of using cosmetic packaging. As the demand for cosmetics increases, two opposing negative evaluation phenomena have appeared in the market. The first is excessive packaging, and the second is inadequate packaging. This contrasting negative evaluation reflects the confusion in the design of packaging unboxing experience in the market, and the unboxing experience complexity is unclear in the preference differences in consumer responses.<br/> This study starts from the unboxing stage of the product life cycle, builds a stimulus model based on SOR theory, and develops S (unboxing experiences of three different complexities) as stimuli. Through the stimulation of O (emotional response and perceived quality) Stimulus impact and ultimately response impact on R (satisfaction) were measured. The statistical analysis software SPSS was used to analyze the data, proving the validity of the research hypothesis and model.<br/> The research results show that, First, compared with simple and medium unboxing experiences, complex unboxing experiences will induce higher positive emotions and perceived quality, and induce lower negative emotions. Second, positive emotions have no significant impact on consumer satisfaction, negative emotions have a significant negative impact on satisfaction, and perceived quality positively affects satisfaction.<br/> This research combines design, psychology, consumer behavior and other disciplines to help companies understand how to enhance customer satisfaction through the unboxing experience of product packaging.