近年來隨者網際網路的普及，消費者的購物行為也隨之改變，在網路上購物對現今的年輕人來說已如呼吸般自然。在台灣各種電子商務網路如雨後春筍般冒出，而這些電商經營者通常都是以價格競爭策略來經營，這樣的經營方式致使大部分的消費者並沒有忠誠度。如何以不一樣的經營策略來吸引更多的消費者已變成電商經營者所需思考的問題。恰逢Amazon推出的小小兵紙箱在網路上引起廣泛的討論與流行風潮，因此，本研究欲探討當我們在紙箱上加上圖案形成一種更漂亮的包裝，這樣的包裝對消費者來說是否是有價值的，而這樣的價值能否改變其對通路的選擇。本研究以修改Zeithaml的知覺價值模型做為研究的基礎架構，並以「外包裝的呈現方式」與「知覺犧牲」作為調節效果，探討消費者對通路選擇的影響。
本研究以「實驗室研究法」進行研究資料的收集，並且透過SPSS 21進行資料分析，用以檢驗研究假說。而研究結果發現，有高達六到七成的受測者會因為一個漂亮的紙箱而改變其通路選擇，此外，「外包裝的呈現方式」是會有顯著的調節效果存在。

Along with the escalating popularity of the Internet, consumers’ shopping behavior have also changed. Shopping on the Internet is an easy task for most young people. Nowadays, there are many e-commerce companies in Taiwan, and these operators usually use competitive pricing strategy. Therefore, most consumers do not have loyalty to any e-commerce site. Are there any different business strategies that these e-commerce operators can use? Amazon.com offered the “minions box” as a promotion tool in 2015. And it raises a question: “can packaging of goods changes the way consumers select sales channels in Taiwan?” This study attempts to understand this question through a pseudo experiment, where the perceived value model is used as the theoretical foundation, while “package presentation” and “perceived sacrifice” are the moderators.
Data was collected through pseudo experimentation. SPSS 21 was employed as data analysis tools. Results reveal that: (1) Almost sixty to seventy percent subjects changed channel selection with beautiful product package; and (2) “package presentation” effectively moderate channel selection for subjects.

1. Aaker, D. A. (2012). Building strong brands. Simon and Schuster.
2. Bhote, K. R. (1996). Beyond customer satisfaction to customer loyalty. AMA.
3. Bhuian, S. N. (1997). Marketing cues and perceived quality: Perceptions of Saudi consumers toward products of the US, Japan, Germany, Italy, UK and France. Journal of Quality management, 2(2), 217-234.
4. Bloch, P. H. (1995). Seeking the ideal form: Product design and consumer response. The Journal of Marketing, 59(3), 16-29.
5. Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. The Journal of Marketing, 55(1), 1-9.
6. Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers' assessments of service quality and value. Journal of consumer research, 17(4), 375-384.
7. Bondt, W. F., & Thaler, R. (1985). Does the stock market overreact?. The Journal of finance, 40(3), 793-805.
8. Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of marketing research, 2(3), 244-249.
9. Chapman, J., & Wahlers, R. (1999). A revision and empirical test of the extended price-perceived quality model. Journal of Marketing Theory and Practice, 7(3), 53-64.
10. Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.
11. Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. Advances in Consumer Research, 12, 85-90.
12. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 28(3), 307-319.
13. Fandos, C., & Flavián, C. (2006). Intrinsic and extrinsic quality attributes, loyalty and buying intention: an analysis for a PDO product. British food journal, 108(8), 646-662.
14. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21.
15. Gale, B., & Wood, R. C. (1994). Managing customer value: Creating quality and service that customers can see. Simon and Schuster.
16. Garvin, D. A. (1983). Quality on the line. Harvard business review, 61(5), 64-75.
17. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing, 37(11/12), 1762-1800.
18. Hempel, D. J. (1977). Consumer satisfaction with the home buying process: Conceptualization and measurement. Marketing Science Institute, 6, 7-21.
19. Hovland, C. I., Harvey, O. J., & Sherif, M. (1957). Assimilation and contrast effects in reactions to communication and attitude change. The Journal of Abnormal and Social Psychology, 55(2), 244-252.
20. Huppertz, J. W., Arenson, S. J., & Evans, R. H. (1978). An application of equity theory to buyer-seller exchange situations. Journal of marketing research, 15(2), 250-260.
21. Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing research, 10(1), 1-9.
22. Kalakota, R., & Whinston, A. B. (1997). Electronic commerce: a manager's guide. Addison-Wesley Professional.
23. Kotler, P. (2009). Marketing management: A south Asian perspective. Pearson Education India.
24. Kotler, P., Asplund, C., Rein, I., & Heider, D. (1999). Marketing places Europe: Attracting investments, industries, residents and visitors to European cities, communities, regions and nations. Financial Times Prentice-Hall, Harlow.
25. Michael, R., & Stuart, E. W. (1997). Marketing: Real People, Real Choices. Prentice-Hall International.
26. Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluations. Perceived quality, 1, 209-232.
27. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
28. Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge.
29. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. Journal of retailing, 70(3), 201-230.
30. Perry, J. T., & Schneider, G. P. (2000). New Perspectives on E-commerce: Introductory. Course Technology Ptr.
31. Petrick, J. F., & Backman, S. J. (2002). An examination of the construct of perceived value for the prediction of golf travelers’ intentions to revisit. Journal of Travel Research, 41(1), 38-45.
32. Porter, M. E., Competitive advantage: Creating and sustaining superior performance. Free Press.
33. Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European journal of marketing, 30(2), 19-30.
34. Rettie, R., & Brewer, C. (2000). The verbal and visual components of package design. Journal of product & brand management, 9(1), 56-70.
35. Riggins, F. J., & Rhee, H. S. S. (1998). Toward a unified view of electronic commerce. Communications of the ACM, 41(10), 88-95.
36. Roellig, L. (2001). Designing global brands. Design Management Journal, 12(4), 40-45.
37. Rust, R. T., & Oliver, R. L. (2000). Should we delight the customer?. Journal of the Academy of Marketing Science, 28(1), 86-94.
38. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Consumption values and market choices: Theory and applications. South-Western Publishing Company.
39. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.
40. Slater, S. F. (1997). Developing a customer value-based theory of the firm. Journal of the Academy of marketing Science, 25(2), 162-167.
41. Slater, S. F., & Narver, J. C. (2000). Intelligence generation and superior customer value. Journal of the academy of marketing science, 28(1), 120-127.
42. Solomon, M. R. (2009). Marketing: Real people, real decisions. Pearson Education.
43. Stern, L. W., & Ansary, A. I. (1988). Marketing channels. Prentice Hall.
44. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
45. Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: a study in a retail environment. Journal of retailing, 75(1), 77-105.
46. Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of retailing, 70(2), 163-178.
47. Teas, R. K., & Agarwal, S. (2000). The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of marketing Science, 28(2), 278-290.
48. Thaler, R. (1985). Mental accounting and consumer choice. Marketing science, 4(3), 199-214.

49. Weiner, B. (1985). An attributional theory of achievement motivation and emotion. Psychological review, 92(4), 548-573.
50. Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm. McGraw Hill.
51. Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 25(2), 139-153.
52. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 52(3), 2-22.
53. 林聖偉, & 李君如. (2006). 品牌形象, 知覺價值, 顧客滿意度與顧客忠誠度關係之研究-以旅行社海外團體套裝旅遊為例. 旅遊管理研究, 6(1), 63-81.
54. 許杏蓉. (1996). 探討包裝革命後商業包裝造形的演變. 藝術學報, 74, 71-80.
55. 蕭仁傑, & 蔡志迪. (2008). 風格, 體驗與消費間相關性之研究-以鞋品專賣店為例. 行銷科學學報, 4(1), 13-40.
56. 蘇瑞蓮, & 金喆. (2009). 知覺價格, 服務品質, 知覺價值, 滿意度與忠誠度關係之探討-以安親班為例. 聯大學報, 6(2), 283-306.