影響廠商選擇海運承攬運送業者服務之關鍵因素研究-以台灣TFT LCD廠商為例

Abstract

本研究係以台灣TFT LCD廠商作為實證研究對象，並以Sheth (1973)之工業購買行為模式之購買決策過程作為研究主軸，旨在探討TFT LCD廠商選擇海運承攬運送業者服務的關鍵因素，以及其因素間的互動關係。 本研究以TFT LCD 廠商為對象, 採用問卷調查方法進行資料蒐集，利用次數分配、卡方檢定、變異數分析、迴歸分析、信度與效度進行檢定。希望藉由問題的探討，得知廠商所重視的運輸物流服務項目，俾提升達成海運承攬運送業者服務水準，達成企業永續經營的目的。 研究結果顯示，不同公司營運背景對選擇決策之影響程度，廠商最重視「參予者共同決定」。選擇決策並受到海運承攬運送業者服務屬性，包括「運輸服務」和「運輸費用」的影響。 不同的決策對象在「運輸服務」構面中首重「運輸時間準時」，在「運輸費用」構面中，首重「運費調整的彈性」、「運費之付的方式」。 當海運承攬運送業者能提供更準時的運輸服務，提供客戶較長的月結時間、外幣付款的彈性以及具備運費調漲時的議價能力與反應市場跌價的敏感度，廠商選擇的機會越高。

This study is based on the uses of TFT LCD manufacturers in Taiwan, and Sheth (1973) Industrial purchase behavior model of the purchase decision-making process as a research backbone to explore the key factors of TFT LCD manufacturers to select shipping services of forwarder, as well as the interaction between factors. In this study, the questiionaire survey was used to collect data and the use of the frequency distribution, chi-square test, analysis of variance, reliability and content validity to test the hypothesis. The Study wish that the factors of TFT-LCD manufactures emphasize that on transport and logistics services of the freight forwarder would enhance forwarders service to achieve the purpose of business continuity. The research find that the different operating background of TFT-LCD companies selection decisions, would mostly focus on "to participate in joint decision".and Selection decisions were influenced by the ocean freight forwarders related to the “transport on time ” and “reasonable freight” as the positively impact of the transport industry service attributes.