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Please use this identifier to cite or link to this item: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/40275

Title: Adding value to logistic delivery through package marketing
Authors: Chiung-Lin Liu;Chun-Wei Chiang
Contributors: 國立臺灣海洋大學:航運管理學系
Date: 2016
Issue Date: 2017-01-17T01:14:47Z
Publisher: Operations and Supply Chain Management: An International Journal
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.
Relation: 9 (3), pp.154-160
URI: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/40275
Appears in Collections:[航運管理學系] 期刊論文

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