近年來因低溫物流技術進步，農業電商成為關注焦點。本文旨在探討農產品網頁上的產品圖片搭配包裝應以何種呈現方式才能提高消費者的購買意願及產品態度。本研究以2（圖像完整性：完整與不完整）×3（包裝材質：軟性、半軟性、硬性）的實驗設計進行假設檢定，六種情況可分為「完整＋軟性」、「完整＋半軟性」、「完整＋硬性」、「不完整＋軟性」、「不完整＋半軟性」、「完整＋硬性」。
研究結果顯示，圖像完整性與包裝材質對產品態度有顯著的影響：在圖像不完整時，半軟性的效果最佳，軟性與硬性材質無明顯差異；在圖像完整下，軟性及硬性材質效果優於半軟性。而圖像完整性與包裝材質的交互作用對購買意願無顯著的影響，但其形態（pattern）與產品態度一致。

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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「八大電商破天荒聯手，為小農開拓新希望」 何秀玲/報導2016/ 05/ 03 19:55
https://video.udn.com/news/483727

「臺灣農產品電子商務發展現況及施政展望」105年1月(第283期)
文‧圖 / 行政院農委會國際處劉婉君
http://www.coa.gov.tw/ws.php?id=2504086