轉移成本與服務品質對線上購物店配取貨點選擇行為之影響

Abstract

隨著網際網路應用的普及，電子商店已成為一個新興的重要零售通路。有別於國外電子商務的物流機制著重在宅配的發展，臺灣由於便利商店高度聚集的特性，並藉由多次配送及高度資訊化的優勢而發展出以便利商店為基礎之「線上購物、超商取貨」物流模式，並快速成為臺灣電子商務中最令人矚目的物流暨金流運作方式。就物流行銷的角度而言，了解消費者店配取貨點選擇行為，將有助於發展恰當的行銷活動來擴增其市場占有率。本文首先以結構方程模型來分析影響取貨點選擇行為的主要因素及其潛在變項間之因果關係，研究結果顯示轉移成本與服務品質為影響消費者店配選擇行為的主要因素。此外，本文進一步以尖點劇變模型來分析店配取貨點的選擇行為，除了闡述選擇行為的劇變特徵外，並蒐集電子商店的實際資料，以定性分析方式來說明轉移成本與服務品質等因素，如何經由不同的物流行銷活動來影響消費者的選擇行為。The Internet has provided people with a new medium for social activities. Many marketing expertsbelieve that the web site is the most important retail channel.Convenience stores in Taiwan have integrated the e-Commerce with their logistics system to develop a new retail delivery model, “Shopping in an online store and picking up goods in a convenience store”, and have made remarkable successes. The objective of this study is to explore what factors can influence the pick-up point choice behavior. Firstly, we defined the latent variables and manifest variables in the structural equation modeling (SEM). The results indicate that switching costs and service quality are the two major influential factors which can capture the choice behavior. Secondly, a cusp catastrophe model was applied to examine the linkages among service quality, switching costs and the loyalty to a pick-up point. Finally, we discussed the catastrophe characteristics of the choice behavior by using the cusp catastrophe model based on the empirical data, and explored how switching costs and service quality affect the choice behavior.