标题: 线上购物零售业之消费者退货影响因素分析
An Analysis of the Factors Affecting Consumers' Propensity to Return in E-Retailing
作者: 孙馨璍
冯正民
黄昱凯
Cheng-Min Feng
Yu-Kai Huang
运输与物流管理学系
关键字: 线上购物零售业;退货倾向;决策树分类器;E-retailing;Return Propensity;Decision Tree
公开日期: 2007
摘要: 网际网路的代表着一新兴市场,电子商务成为重新整合供应者与消费者关系的新商业模式。资策会预期2008年台湾B2C市场规模可达1385亿,相较于去年度的市场规模有38%的成长。由此可见,线上购物的规模与成长不容小觑。然而,随着市场的成熟,退货也逐渐成为线上购物零售商所需克服的议题之ㄧ。过去的文献探讨到退货议题,往往集中在供应商与零售商间,但随着线上购物的兴盛,零售商与终端消费者间的退货议题,逐渐被受重视。
本研究拟针对线上购物之交易,利用实证资料以决策树分类模型判别交易是否退货,藉以了解何判别变数影响顾客之退货倾向。判别变数分为三大类别,分别是顾客属性变数、商品变数以及服务变数。
研究结果发现,变数中-商品种类、价格与配送天数能够较有效地判别消费者退货倾向的高低,最后,针对决策树所归纳出的规则与变数范围,研拟对应策略以作为网站管理者控制线上购物退货之参考。
The internet represents a growing and huge market. The development of e-commerce is an efficient business model which enables new relationship between consumers and suppliers. In particular, the B2C market in Taiwan is expected to reach NT $138.5 billion with 38% increase in 2008. The E-retailing is obviously becoming a noticeable market. However, as the market grows and matures, “return” becomes one of the challenges for E-tailers. In the past, most of the literature on return issues focused on the wholesaler-retailer relationship. Recently, due to the advent of Internet-based retailing within the past decade, attention is shifting to the issue of returns in the retailer-consumer relationship.
In this study, we use empirical data and conduct a Decision Tree model to analyze the critical variables revealing the customer return propensity. There are 3 dimensions of variables in our data set- customer demographic variables, merchandise variables and service variables.
We find that three variables- category, price and delivery days could be used to distinguishing customer return propensity more effectively. In accordance with these variables, we propose some strategies for website managers to control returns in E-retailing.
URI: http://140.113.39.130/cdrfb3/record/nctu/#GT009536502
http://hdl.handle.net/11536/39254
显示于类别:Thesis


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