Yen Chia-Sung, Ting I-Hsien, Yang Shu-Chen, Kang Chia-Yin
Department of Cultural and Creative Industries, National Chin-Yi University of Technology, Taichung, Taiwan.
Department of Information Management, National University of Kaohsiung, Kaohsiung, Taiwan.
Rev Socionetwork Strateg. 2022;16(2):615-622. doi: 10.1007/s12626-022-00129-5. Epub 2022 Oct 7.
The COVID-19 pandemic that began in 2020 has led the changes of many business models, including rapid growth in e-commerce that had made the change of consumers' shopping behavior from physical to online shopping. This study takes Taiwan's cultural and creative industry as an example to understand the relationship between the development of e-commerce and the design of commodity packaging during COVID-19, as well as the changes in consumer consumption patterns during the epidemic period. After exploring more than a dozen cultural and creative brand operators in the target research area using qualitative research methods, this study found that the epidemic has indeed affected the sales of some cultural and creative brands, but through the change of packaging design, consumers' visual perception stimulates the sales of goods and re-established pay attention to the cultural and creative brands when add some new packaging designs, and bring positive effects on e-commerce sales to the brand. Also, the good packaging design brought some more attention and procurement of goods, and also brings the effect of quality improvement.
始于2020年的新冠疫情引发了许多商业模式的变革，其中包括电子商务的迅速增长，这使得消费者的购物行为从实体购物转变为网购。本研究以台湾文化创意产业为例，旨在了解新冠疫情期间电子商务发展与商品包装设计之间的关系，以及疫情期间消费者消费模式的变化。通过定性研究方法对目标研究区域内的十几家文化创意品牌运营商进行探索后，本研究发现疫情确实影响了一些文化创意品牌的销售，但通过包装设计的改变，消费者的视觉感知刺激了商品销售，并且在增添一些新包装设计时重新唤起了对文化创意品牌的关注，给品牌的电子商务销售带来了积极影响。此外，良好的包装设计带来了更多对商品的关注和采购，还带来了品质提升的效果。
