[[alternative]]Service Failure of Online Shopping and Associativity between Consumer Decision Making Styles and Demographics in Online Bookstore

[[abstract]]1999年3月全家便利商店引進新興的「線上購物超商取貨」物流機制，可謂台灣物流配送系統的首次創新，透過網路訂購端、物流配送端以及超商門市端共同完成一項服務與商品交易，使電子商務結合實體店鋪的網路交易架構更為複雜、提高了疏失風險。消費者決策型態為顧客於消費時以心理、情感與認知導向支配其方案選擇與購買決定，性別與購書頻率的人口統計變項實際且容易取得，本研究則探討消費者決策型態與不同性別與購書頻率較傾向何種消費決策型態，本研究之研究成果可供相關業者研擬行銷市場區隔策略的參考依據。[[abstract]]“Order Online Pick Up in-Store”is an innovative logistics distribution system created by FamilyMart in Taiwan in 1999.It combines the online order, distribution and convenience store parts so that it increases the risks of service failure during the transaction. Consumer decision making styles deal with consumer’s general predisposition toward the act of shopping and describing mental orientation of consumers in their decision-makingprocess. Therefore, this paper uses questionnaire to evaluate associativity between consumer decision making styles and demographics in online bookstore. The results show that gender and shopping frequency are related with consumer decision making styles, it can be referred by merchants, and then further be developed into a strategy for both management and improvement