The Effects of Channel Selection on E-commerce with Product Package
| Autor: | Cheng Yang Li, 李承洋 |
|---|---|
| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 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. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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