AN ANALYSIS ON CHOICE BEHAVIOR ON THE PICK-UP POINT FOR THE E-COMMERCE RETAILING DELIVERY USING A CUSP CATASTROPHE MODEL

Abstract

Convenience stores in Taiwan have made remarkable successes with retail delivery services by integrating E-commerce and logistics systems to form a new retail delivery model: “On-line shopping with pick-ups at convenience stores.” The main purpose of this study is to explore what kind of factors can influence the pick-up point choice behavior by using a catastrophe model. In this paper, the catastrophe characteristic of the choice behavior has been discussed and used by cusp catastrophe model that is based on the empirical data. The outcome has shown that these characteristics include bimodality, hysteresis, and catastrophe are present in the research data. When increasing the value of the retail delivery services through some marketing strategies, the loyalty relationship between customer and convenient stores will be enhanced.