The Effects of Channel Selection on E-commerce with Product Package

• Main Authors: Cheng Yang Li, 李承洋
• Other Authors: 范錚強
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/52538657644978718193

碩士 === 國立中央大學 === 資訊管理學系 === 104 === Along with the escalating popularity of the Internet, consumers’ shopping behavior have also changed. Shopping on the Internet is an easy task for most young people. Nowadays, there are many e-commerce companies in Taiwan, and these operators usually use competitive pricing strategy. Therefore, most consumers do not have loyalty to any e-commerce site. Are there any different business strategies that these e-commerce operators can use? Amazon.com offered the “minions box” as a promotion tool in 2015. And it raises a question: “can packaging of goods changes the way consumers select sales channels in Taiwan?” This study attempts to understand this question through a pseudo experiment, where the perceived value model is used as the theoretical foundation, while “package presentation” and “perceived sacrifice” are the moderators. Data was collected through pseudo experimentation. SPSS 21 was employed as data analysis tools. Results reveal that: (1) Almost sixty to seventy percent subjects changed channel selection with beautiful product package; and (2) “package presentation” effectively moderate channel selection for subjects.