託運人對定期貨櫃航商電子交易服務系統之選擇行為研究

Abstract

近年來定期貨櫃航商面臨成本上漲與運費不穩定的市場壓力，必須尋找新的企業經營模式，克服經營上的瓶頸，期以更有效率、更經濟的方式來服務客戶，因此，電子商務乃至電子交易的推行成為許多航商的營運策略之一。本文研究目的在探討託運人面對定期貨櫃航商所提供的電子交易服務，其選擇使用與否的可能考量因素，並構建個體選擇模式中的二元羅吉特模型，描述其選擇行為以及其效用函數特性。

本研究採用兩階段問卷，來調查託運人的行為特性。第一階段根據文獻探討與託運人訪談的結果，整理出可能的影響因素，再採用問卷調查不同影響因素對託運人的重要性。第二階段問卷則是根據第一階段所調查出的重要因素排序結果，藉由敘述性偏好描述，設計出不同的情境組合，調查託運人在不同的情境組合下的選擇與否意向，據以構建託運人的選擇行為模式，並預估託運人總體選擇機率。

研究發現，影響託運人選擇的主要因素，除了電子交易的商業安全與法律保障外，託運人最重視的因素為電子交易所能提供的運費折扣率與艙位保證。而託運人公司的網路普及程度、自有網站與否、託運人的年齡、教育程度等，都會顯著的影響託運人對電子交易的選擇行為。此外，本研究所構建的選擇行為模式，亦可提供航商作為評估其電子交易產品營運策略效果的參考工具。

Container liner carriers over the past few years have been facing tremendous market pressure from increasing costs and decreasing freight. In order to overcome these problems, carriers need to establish new business models to improve their efficiency and cost effectiveness to serve their customers. Consequently, electronic commerce, more specifically, electronic transactions, has become one of the strategic actions carriers chose to take. The purpose of this study is to find out shippers’deciding factors for adopting carriers’ electronic transaction services. Using the information, a binary logit model is developed to explain shippers' choice behavior and their utility function.

To get the relevant data for developing the logit model, two stages of questionnaire surveys are conducted. From the first stage questionnaire, possible deciding factors of shippers and the importance rankings of all these factors are determined. With the first stage survey findings, the second stage questionnaire then applies the stated preference model to calibrate parameters of shippers’ choice behavior models.

The study finds that in addition to safety and regulations to protect electronic transactions, shippers also find freight discount and space guarantee as most important attributes of electronic transactions. Moreover, companny’s internet access, whether own website exists, shippers’ age, education, etc. all impact shippers’ choice behavior on electronic transactions adoption. The models developed in this study can also provide container liner carriers as a reference tool to evaluate the strategy results of their electronice transactions systems.