| Summary: | 碩士 === 國立成功大學 === 國際企業研究所 === 105 === As the growing of technology of low-temperature logistics, fresh produce e-commerce rise. This present study was designed to demonstrate how product image and its packaging influence consumers’ purchasing intention and their product attitude. This study conducted a 2(image ambiguity vs. image unambiguity) x 3(packaging materials: rigid vs. semi-flexible vs. flexible) experiment to test hypothesis.
The results showed that ANOVA on the seven scales of product attitude discovered statistically significant effect. When the product image is ambiguity, packaging with semi-flexible material performs better than flexible and rigid materials, and there is no difference between them. In another case, flexible and rigid materials were more favorable when the product image is unambiguity. However, the experiment yielded no significant effects, but this followed the same pattern as that depicted for product attitude above.
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