Force is a vector quantity. This means that to describe it fully, it’s not enough to give only its magnitude (as you would do e.g. for mass), but the direction is also important. The box’s handle specifies distribution of forces in pushing, as well as in pulling. Force that we use while pushing the box may be expressed by two different forces, one of which is directed downwards, increasing the box’s pressure on the base, therefore increasing friction. While pulling the box one of the forces is directed upwards, which decreases pressure on the base and therefore decreases friction.