網路商店如何選擇最佳的配送方式--以P公司平台為例

Abstract

本論文研製之電子商務在台灣地區逐年有突破性的成長，金流、物流、資訊流更是其中的三大關鍵環節。在激烈競爭的環境之下，如何選擇兼具經濟效益與服務品質的配送方式，以便在滿足消費者需求的同時壓低經營成本，是一道值得探究的課題。過往相關文獻多著眼於對物流業者服務品質的改良與評比，鮮少以店家角度提出應如何選擇最佳配送方式之研究。本研究透過文獻回顧整理出與物流業者服務品質相關之要素，經由專家審定後發放問卷，以層級分析法(AHP)分析網路商店店家選擇物流配送方式時的各項考慮因素比重，並比較販售書籍、服飾、3C產品之店家對宅配、郵寄、店配、便利袋四種配送方式的觀點，以及新舊店家在選擇配送方式時的差別，再以所得出之方案績效與權重為基礎進行重要性-績效分析(IPA)，根據分析結果提出對店家與物流業者雙方之建議。研究結果顯示，網路店家首要重視配送費用、出貨便利性、配送時間、指定時間地點、理賠金額五大要素，因此物流業者若能在這數點上推出有別於其他競爭者的策略，將較有機會在市場上取得優勢。至於對店家而言，目前各物流業者是以宅配的績效較為突出，但與其他業者在各構面的差距並不甚大。建議店家先行思考自身商品的需求，選擇在該條件上表現較為出色的物流業者。

A procedure is E-commerce is experiencing a breaking through growth in Taiwan area. The money, logistic and information flows are three key links in this phenomenon. Under the environment of fierce competition, it is a topic worthy of attention to discuss that “how to select a delivery method that is both economic and of service quality, so that consumers’ needs could be fulfilled while operation cost is minimized.” Past research usually focus on the evaluation and improvement on the service quality of the logistic practice, little effort is made on how to select the best delivery method on shop runners’ perspective. This research, through literature review, organized the essences that are relative to the service quality of delivery practice, conducted survey that is examined by experts. The results are analyzed with AHP (Analytic Hierarchy Process) to determine the factor weight of the considerations when online store owners choose their delivery method. The different points of view among shop owners in books, clothing and 3C products sections towards the four major delivery methods: home delivery、post office、retail delivery、express delivery are compared. The difference between new and old shop owners is also analyzed. The results are then submitted to IPA (importance- performance analysis) based on the performance and weight of these methods. Suggestions towards both shop owners and logistic practices are provided based on the results of the analysis. The results show that, online store owners regard delivery cost, shipping convenience, delivery speed, assigned time and place, and compensation amount as five most important essences. According to the results, logistic practices might have better chance to obtain advantage on current market id they can provide strategies that are different to other competitors on these essences. As for the shop owners, current major logistic practices are lead by 宅配 in performance, however, they do not hold great gap with other practices in factors that are concerned. Thus, it is advised that shop owners first consider the needs and characteristics of their own products, and then select the logistic practice that holds better performance on these corresponding characteristics.