尚未登入 請由此登入
 
 
 










知識分享平台Eshare檢視資訊View
返回前一頁Back
      [檢舉]

標題Title: Packaging design for e-commerce:Identifying new challenges and opportunities for online packaging
作者Authors: 黃國禮,Chris RUST..等
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: online packaging; Elaboration Likelihood Model; e-commerce; packaging design; impulse shopping.
摘要Abstract: lthough Internet retailing has been in place for nearly a decade, we have yet to see distinct and appropriate design strategies developed to adapt the discipline of packaging design to the electronic age. As online shopping provides a completely different consumer experience and environment, we propose that it is important to take a fresh look at how packaging can be effective in supporting e-commerce. This paper provides a review of the communicative functions of retail packaging and the problems of fulfilling these functions within the online environment. We have used a research approach based on the Elaboration Likelihood Model (ELM) (Petty, Cacioppo, 1996)[1]. Our prior research indicated that: (i) internet shoppers did not like plain text descriptions; (ii) varied presentations of “online packaging” were more attractive and communicative to consumers. The experiment interviewed twenty participants for this paper. The authors found two primary empirical outcomes. Firstly, it was not easy to persuade high involvement consumers to change their original ideas but they might be persuaded by frequent exposures of online packaging presentation. Secondly, enhanced online packaging presentation can positively stimulate impulse shopping online. These outcomes suggest manufacturers, retailers and consumers benefit from new approaches to the presentation of online packaging.

檔案名稱
FileName
檔案大小
Size
檔案格式
Format
瀏覽次數
Browses
下載次數
Downloads
2009_11_2ff44213.pdf 168Kb pdf 952 888
文件中檔案:
 

開啟檔案Download
 
 
返回前一頁