電子商務購物者對國際快遞選擇行為之分析

Abstract

隨著網際網路應用的普及，以及現代人忙碌於工作的情形，網路購物已經成為多數人的購物方式，而商品的寄送方式，在網路購物的流程當中扮演了一個重要的角色。依據國內外相關期刊研究，越來越多人開始於海外網路購物，台灣的購物者從國外網站上訂購想要的東西，透由國際快遞運送到家中，國際快遞的價格與服務，更是購物者在國際網路購物時，主要的考量因素。本研究首先收集國內外相關文獻，探討快遞服務品質以及運費對於購物者選擇行為的影響。再以問卷的方式，了解購物者社經背景、國際快遞服務評筆及模擬國際網路購物後選的擇快遞公司方案，之後以多項羅吉特模式研究結果顯示，最後透過彈性分析以及敏感度分析提供快遞業者施行策略以提高市場佔有率。 關鍵詞：網路購物、電子商務、多項羅吉特、迴歸分析

Online Shopping is a new type of shopping models due to the convenient internet. After on online shopping, the express delivery plays an important role. According literatures, more and more people shop on line. In Taiwan, the buyer will consider logistic company’s service and price when they shop on line. This paper explores the international logistics for B to C delivery. The data from 276 shoppers who have ever purchased goods via internet. We applied multinomial logit model to understand what relevant factors would affect buyers’ choices of logistic providers. The estimation results of logit models reveal that the important determinants, which influence the selection of logistic providers, consist of freight, transit time, service location, and compensation. We discussed the findings from managerial perspective and suggest directions for future research. Keyword: Online shopping, e-commerce, Multinomial logit model, Regression analysis