Exploring the Factors Influencing the Selection of Goods Distribution Mode in Online Shopping

[[abstract]]隨著科技的進步與網際網路發展應用的快速成長，以及現代人忙碌於工作中的情況，網路購物逐漸成為多數人選擇購物的方式，所以在網購後商品的配送方式，已成為網路購物流程中不可或缺的重要角色。相較於國外的電子商務偏重在宅配的發展，台灣地區因為便利超商的分布區域密度較高，因此發展出「網路購物、超商取貨」的到店取貨方式。本研究以宅配到府、郵寄到府、便利商店取貨等三種貨物配送方式為主要探討項目，以物流及行銷觀點探討消費者選擇商品配送方式之影響因素。主要以交易成本理論探討在特定網購交易特性與消費者特性下所可能產生的交易成本，分析消費者在網路購物相關交易成本是否對配送方式偏好有所影響，其次用PZB服務品質來探討配送服務的期望與滿意品質，對於配送方式偏好的影響。在研究方法部份先透過質性訪談深入了解消費者在選擇商品配送方式時之考量，接著以量化調查法及檢驗研究假說。研究結果顯示，在PZB服務品質僅有期望服務有形性與店配取貨便利性服務品質、網購商品種類、消費者職業特性皆會影響配送方式的選擇，商品種類主要受到價格上、時效性與尺寸之影響，消費者職業主要受到時間特性之影響。最後，再透過實務建議提供物流配送業者相關策略來提高市場佔有率。[[abstract]]More and more people choose online shopping with the technology progress, the Internet development and present busy life. Therefore the online shopping distributions are becoming an important part of delivery flow process. Oversea e-commerce focuses on development of home delivery. However, the density of convenience store in Taiwan is higher than oversea; it develops a way into convenience store pickup after online shopping.This study aims to investigate the selection factors of home delivery, post-delivery and convenience store pickup in the view of logistics and marketing. To discuss the transaction cost about characters of particular online shopping and customers is analyzed the selection factors by what customers have a preference for. Then researcher uses PZB service quality to probe preferences for factors of the distributions by service expectations and customer satisfactions. First research method is qualitative interviews to realize what customers consider. Second and third are quantitative research and hypothesis testing.The research results show that tangible service expectations, convenience service quality of convenience store pickup, kinds of online goods and customers’ career characters influence the selection of the distributions; and further, kinds of online goods are affected by price, effectiveness for a given period of time and size. Moreover customers’ careers are affected by characters of time. Researcher is going to supply the strategies to improve for logistics industry by practical experience