THE CHOICE BEHAVIOR ANALYSIS ON THE PICK-UP POINT FOR THE E-COMMERCE RETAILING DELIVERY

Abstract

In Taiwan, the e-commerce with the logistics system of convenience stores has a new retail delivery model: “On-line shopping in an electronic store and pick-up goods in a convenience store”. The major purpose of this study is to examine what kind of improved services strategies can capture more market share and customer loyalty for the convenience stores. The results indicate that the short-term promotion strategies do significantly affect the consumers' choice behavior on the pick-up point, however this is weak in the long term because of customer loyalty. Finally, a catastrophe model of customers, is used to analyze the linkages between customer satisfaction and transaction cost on pick-up point services loyalty.