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標題Title: Outside the box: Enhanced forms of online packaging presentation for eCommerce
作者Authors: 黃國禮
上傳單位Department: 視覺傳達設計系
上傳時間Date: 2009-11-16
上傳者Author: 黃國禮
審核單位Department: 視覺傳達設計系
審核老師Teacher: 黃國禮
檔案類型Categories: 論文Thesis
關鍵詞Keyword: Packaging design, e-commerce, online packaging
摘要Abstract: This research is an investigation into how the functions of packaging can be best used to enhance the online shopping environment. From its origins as an U.S. government research project, the internet has grown to link millions of machines and tens of millions of users around the world since the 1990’s. Since 1994 the internet shopping mechanism has been in place. The World Wide Web (WWW) allows people to communicate simultaneously or asynchronously easily and effectively, shortening the distance and time between individuals. By 2002 Forrester (2002) forecasted more than $133 billion online sales and predicted that by 2006, annual sales will increase to more than $560 billion. As we can see this internet trading platform is becoming an important outlet for selling products, therefore the packaging of products should have new design thinking to fit the ever changing online shopping environment.
The physical packaging of a product can be used for many purposes, from the manufacturing point to the end users, such as the protective and promotive functions where it is called as a “silent protector” (Long, 1982) and a “silent salesman”(Pilditch, 1973). The packaging not only delivers product information and brand identity, it also visually appeals to consumers and due to its protective function delivers the product undamaged. Besides, Packaging plays an important role in helping consumers to recognise and understand the products.
When consumers go to retailers, they usually see the packaging of products before they can see the products themselves. Therefore, the packaging of products can be an effective tool for marketing in real shops (Stewart, 1996). However, the issue of online packaging for e-commerce has not attracted a lot of research. The author posed the question “Is the existing visual packaging working well on e-retailers?”. With this in mind a pilot questionnaire was developed and a random phone survey completed for the prior research. The major finding was that 1)only five people (total forty respondents) noticed the visual packaging of the products when they were shopping online, and 2) hardly any respondent engaged in impulse shopping online. Even these respondents felt that the pictures of the products were too small and blurred to see. Some retail websites did not even provide an image of the product. Thus, consumers might not be persuaded by that kind of visual packaging. This raised the question of how the packaging could be a “silent salesman” online.
With the popularisation of the internet, online shopping is becoming more and more popular. However, there is no sense of touch and smell in the cyber environment. The consumers can usually see a small, still and blurred picture on the computer screens. This raises the question, how can the marketers, manufacturers and designers create virtual packaging for a product in the online shopping environment? And in these terms, what kind of virtual packaging will have a profitable influence to encourage the growth of online shopping?
Working from the proposition that a form of “packaging” is needed in online environment, and this is distinct from advertising and the design of eCommerce system. This research firstly reviewed the functions of packaging through literature reviews, and secondly examined current online packaging by observing some leading online supermarkets. Finally, the authors proposed eight categories of online packaging presentation. These categories would provide primary guidelines for manufactures/retailers and packaging related industries to consider the innovative potential of online packaging, to best serve eCommerce.

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