線上拍賣與電子零售店之物流配送模式選擇研究

Abstract

在電子商務的相關研究領域中，物流配送系統可以說是最具挑戰性的課題之一。目前台灣線上購物後的物流配送有郵寄、宅配以及店配等三種型態。而店配物流機制則是台灣與其他國家在電子商務環境下，相關配送作業最大不同的地方。本計畫主要的研究目的為(1) 探討影響線上拍賣賣家及買家選擇物流配送模式的影響因素，(2) 分析線上拍賣賣家選擇物流配送模式的突變行為，(3) 判別消費者之退貨傾向並尋找影響商品被退貨之共通特徵，及研擬降低退貨之策略，(4) 建構電子零售店選擇第三方物流的決策因素及因素間之因果關係。為了配合本研究目的，本研究擬建立不同的分析模型（如線性結構方程式、羅吉特模型、尖點劇變模型、模糊認知圖等），分析影響線上拍賣及電子零售店選擇物流配送業者（或模式）之因素、突變行為、退貨傾向及選擇第三方物流之決策因素等。研究成果可供線上拍賣或電子零售店選擇及改善配送模式之參考。

In Taiwan, the electronic commerce delivery system can be divided by the type of services into post delivery, home delivery (HD) and retailing delivery (RD). In the logistics system of electronic commerce, the major difference between Taiwan and other countries is the retailing delivery (RD) system. This study aims at exploring the factors affecting the choice of delivery models for online auctions, analyzing the choice shifting behavior for delivery models, exploring the goods returning behavior for the customers and the strategies of reduction goods returning, and establishing the decision criteria to choose the third part logistics and their causal effects for the electronic retailing. To meet the purpose of this study, models used in three different years include structural equation model (SEM), mixed logit model, cusp catastrophe model, data mining, and fuzzy cognitive map. The results obtained in this study can be used to improve the service quality for different delivery models or providers.