在全球信息化大勢所驅的影響下,各國的電子商務不斷地改進和完善,電子商務成為各個國家和各大公司爭奪的焦點。隨著中國網絡技術普及率的日益提高，通過網絡進行購物、交易、支付等的電子商務新模式發展迅速。電子商務憑藉其低成本、高效率的優勢，不但受到普通消費者的青睞，還有效促進中小企業尋找商機、贏得市場，已成為中國轉變發展方式、優化產業結構的重要動力。
由於網上銷售的興起，購買的形式發生了巨大的變化，雖然有不少產品是運用廣告媒體來促銷，但大多數產品必須要“自己替自己廣告，自己推銷自己”。如何選擇轉化率高的廣告宣傳方式緊隨消費者註意力進行更為有效的引客營銷，成為眾多電商的頭等大事。而包裹是網絡消費中的重要部分，如何在“少花錢”的前提下盡可能地提升品牌形象。所以，買家拆開包裹的那一刻，才是消費過程完結的標誌性時刻。消費者拆開包裹那一刻的心情，以及對性價比的判斷，會對後期的消費者評價丶退換貨丶傳播推薦丶忠誠度產生根本性的影響。然而，在日益壯大的網購人群中，大部分的電商都忽視了包裹包裝設計，而包裹包裝的設計也引發了越來越媒體的關注，那麼如何通過包裹包裝設計來提升顧客滿意度和顧客再購就是本文要研究的重點。
本研究發現： 視覺識別、商品相關信息，增值服務和包裹物的安全性四個設計屬性對顧客滿意有顯著的影響。本研究還發現客戶滿意度和重複購買意向之間的正相關關係。調查中選取了615名購買三種不同類別淘寶店的顧客填寫問卷，這意味著無論購買類別的不同所有的屬性對客戶滿意度顯著影響。基於這一發現，本研究選取了曾經做過該問卷的9名顧客進行訪談，以此來理解包裹封裝設計中每個屬性對每個不同類型的產品類別的影響。

In the global information technology environment, the e-commerce is continuing to grow and improve. E-commerce has become an important driving force for economic development in China. Many small and medium enterprises seek business opportunities by utilizing e-commerce to win the market. As a result, the numbers of e-commerce are growing every year.
As many of businesses mostly use advertising media to boost sales, a product itself must have its own way to attract its target market and increase customers’ attention. Here, the package is an important attribute in e-commerce business. It is not only a part of logistics need but also a marketing tool to enhance brand image. The customers’ experience in purchasing product from e-commerce is initially started from the moment when they receive the package. However, most of e-commerce firms have less intention towards the parcel packaging design.
This study focuses on the influence of parcel package design to customers’ satisfaction that may lead to customers’ repurchase intention. The sampling of this study will be concentrated on China mainland population. Survey questionnaires were distributed to China mainland population by using Sojump platform and other social media platform. The important findings of this research are the important attributes in parcel packaging design that influence customers’ satisfaction and repurchase intention, and also the evidence of design influence towards customers’ satisfaction and repurchase intention. Lastly, the relationship between customer satisfaction on parcel package design and repurchase intention is also provided.
The research finds that four attributes (visual identity, product-related information, value-added service and security) have significant impact on customer satisfaction. The researcher also found that there is a positive relationship between customer satisfaction and repurchase intention. The research collected 210 questionnaires of each category of product. A total of 615 online questionnaires were successfully collected. The findings also represented three different products, which means that all attributes have significant impact on customer satisfaction regardless of product type. The researches conducted interview to gain insight why each attributes is important in each product type. Based on this finding, researcher conducted extension study to understand the important each attributes of parcel package design in each type of product categories.

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