Adding Value to Logistic Delivery through Package Marketing

Chiung-Lin Liu
National Taiwan Ocean University, Taiwan

Chun-Wei Chiang
Kerry Logistics, 14F, 50 Xinsheng South Road Section 1, Taipei City, Taiwan

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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