Changes in Consumer Purchasing Behavior of Cultural and Creative Products During the COVID-19 Pandemic

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.