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.

@article{oscm-2016-284,
  title={Adding Value to Logistic Delivery through Package Marketing},
  year={2016},
  author={Chiung-Lin Liu and Chun-Wei Chiang},
  journal={Operations and Supply Chain Management: An International Journal},
  volume={9},
  number={3},
  pages={154--160},
  doi={10.31387/oscm0250169}
}

Chiung-Lin Liu, Chun-Wei Chiang (2016). Adding Value to Logistic Delivery through Package Marketing. Operations and Supply Chain Management: An International Journal, 9(3), 154-160. https://doi.org/10.31387/oscm0250169