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  2. Adding Value to Logistic Delivery through Package Marketing

Adding Value to Logistic Delivery through Package Marketing

Author(s):

  • Chiung-Lin Liu (National Taiwan Ocean University, Taiwan)
  • Chun-Wei Chiang (Kerry Logistics, 14F, 50 Xinsheng South Road Section 1, Taipei City, Taiwan)

DOI: http://doi.org/10.31387/oscm0250169

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Abstract:
The objective of this study was to evaluate whether package marketing can add value to logistic delivery and to discuss how package marketing influences customers’ purchase intention. A survey of 184 consumers in Taiwan was carried out using structural equation modelling. A direct positive relationship between attitude toward package marketing and attitude toward advertising was identified. Specifically, it was confirmed that attitude toward advertising plays a mediating role between attitude toward package marketing and purchase intention. Overall, when companies attach marketing advertisements in a package in the future, the key is to include advertisement contents that could result in consumers’ positive attitude and influence their purchase intention.
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