消費者對線上拍賣店配取貨點之選擇行為研究

Abstract

網際網路的興起，電子商務成為重新整合供應者與消費者關係的新商業模式。隨著網路購物普及化，資策會統計指出臺灣網路拍賣規模達516億，相較於去年成長約五到六成之間。由此可見，線上拍賣的規模與成長不容小覷。然而，如何與物流配送體系的配合，將網路交易商品交付到消費者手中是線上拍賣賣家所需克服的問題之ㄧ。台灣由於超商高度聚集的特質，藉由多次配送及高度資訊化的優勢而發展出以超商為基礎之「線上購物、超商取貨」物流模式，快速成為台灣電子商務中最令人矚目的物流暨金流運作方式。 過去的文獻指出決定消費者選擇取貨點的主要因素，是超商的地點。就店配物流服務提供者而言，想在取貨點數量固定以及物流績效相同的情況下擴大其市場占有率，就有必要進一步深入了解消費者的選擇行為。因此，本研究想進一步深入了解消費者的選擇行為，探知除時間與成本外，不同體系的超商所提供之物流服務品質對消費者選擇行為之影響。根據隨機抽樣的調查數據，我們使用logit model與結構方程模式來進行分析。 研究結果發現，資訊品質與便利性是消費者選擇取貨點最重要的影響因素。最後，針對分析結果，研擬對應策略以作為物流服務提供者增加市佔率之行銷策略參考。

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 auction (C2C) market is reaching NT $51.6 billion with an increase between 50% and 60%. The online auction is obviously becoming a noticeable market. However, how to deliver goods to customers becomes one of the challenges for the sellers. In Taiwan, convenience stores have integrated the e-commerce with the logistics system of convenience stores to a new retail delivery model: “Online shopping in an electronic store and pick-up goods in a convenience store”. Previous researches proposed that the location of the convenience store and logistics service quality are major factors to influence consumers’ choice behavior. Thus we combine SEM with binary logit model to incorporate latent variables into the choice model to understand the choice behavior of the online auction consumers and what constructs will affect to choose the retailer delivery provider. The empirical results demonstrated that two variables- information quality and convenience are the key factors to impact on consumers to choose the RD provider. In accordance with these variables, we propose some marketing strategies to the managers of retailing delivery system to increase the market share.