近年來，網路普及與智慧型手機的使用人數增加，電商產業蓬勃發展，促使消費者使用手機購物的頻率提升。在技術支持與消費者行為改變下，電商發展愈加競爭，眾多品牌紛紛加入電商產業。而旅遊產業的發展也不容小覷，許多企業著重發展旅遊產業的策略，每年國人出國人口數持續上升，由此可知，行李箱的需求日漸增加。因此，本研究將透過聯合分析法，探究消費者自線上購買行李箱時，重視之產品屬性水準及最佳產品屬性組合，提供業界和學術做參考。
研究結果顯示，全體受測者自電商購買行李箱之屬性偏好依序為產品評價、行李箱材質、行李箱外觀、產品價格與品牌形象，而最佳產品屬性組合為「低價格、素面外觀、硬殼、優良評價、CENTURION」。
根據研究結果，行李箱廠商和電商平台可針對最佳產品組合進行產品設計與行銷，而各廠商也應維護自身產品的評價，在消費者間擁有優良的產品評價，勢必能為行李箱廠商及電商帶來營收的成長。

Under the technical support and the change of consumer behavior, e-commerce has grown up quickly and become more competitive. Many brands have joined the e-commerce industry to earn profits. Likewise, the development of the tourism industry cannot be underestimated. Lots of companies keep expanding their tourism industry strategies, and the number of people in Taiwan going abroad continues to rise every year, so the demand of luggage is on the increase. Therefore, this study will use the conjoint analysis to understand product attribute and the best product attribute combination of luggage from e-commerce.
The results show that product comment is the most important attribute for customers, and other attributes listed in sequence below: material, appearance, price and brand image.
According to results, each brand should strive to enhance and maintain its own product comment. Luggage manufacturers can design products for the best product mix. Keeping a good brand image will surely maintain the competitiveness in the market.

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