電子商務下顧客需求導向智慧物流顧客滿意度與使用意向之研究－消費者觀點

商業化帶動的新零售業，隨著工業4.0的便利，至今持續發燒的話題就是智慧化，為了更瞭解顧客的需求，結合物聯網、大數據分析及雲端儲存，智慧物流已經是與電子商務結合的未來趨勢，在未來將會帶給消費者們的即時性與便利性。針對探討提供電子商務之業者在智慧物流的角度以顧客為導向的實踐發展，本研究聚焦於以淘寶網電子商務顧客為導向的智慧物流系統提供要素對於系統滿意度與持續使用意向之關係。受訪者為曾實際在淘寶網有購物經驗，且體驗過智慧物流系統配送的學生族群與非學生族群使用者，採網路問卷及紙本問卷的方式蒐集資料，並加以分析，以獲取研究結論。研究結果證實，顧客對電子商務顧客需求導向智慧物流系統訂單與交付履行透明之易接近性、彈性與親密度等的認知會對於顧客使用該系統的滿意度呈正向顯著影響；顧客對於使用電子商務顧客需求導向智慧物流系統的滿意度會對持續使用該系統的意向有正向顯著影響。

關鍵字

智慧物流；顧客需求導向；顧客滿意度；持續使用意向

並列摘要

The new retail industry is driven by commercialization, with the convenience of Industry 4.0, the topic of persistent fever has been intelligence. In order to better understand the needs of customers, combined with the Internet of Things, big data analysis and cloud storage. Intelligent logistics is already integrated with e-commerce. The future trend will bring real time and convenience to consumers in the future. For the purpose of exploring the development of customer-oriented practice in providing e-commerce businesses from the perspective of intelligent logistics. This study uses the Taobao e-commerce customer-oriented intelligent logistics integration system to provide factors that influence the customer satisfaction of using the system and continuance usage intention.For student and non-student ethnic group users who had actual shopping experience at Taobao.com and experienced the distribution of Intelligent logistics systems, an online questionnaire and a paper questionnaire were collected to analyze the data. The research results confirm that Taobao e-commerce customer-oriented intelligent logistics integration system is under the following major changes: the easy accessibility, flexibility, and intimacy of transparent orders and deliverables. All have a positive impact on customer satisfaction of using the system. The customer satisfaction of using the e-commerce customer-oriented intelligent logistics system has a positive impact on the continuance usage intention.