消費者購物方式選擇之時間與成本屬性分析

Analytical Models on the Tradeoff between Time and Cost Attributes for Shopping Modes

蕭銘雄

《運籌研究集刊》 6期 (2004/12) Pp. 27-42

https://doi.org/10.7047/LRR.200412.0027

摘要

本研究主要在探討費者之購物方式選擇行為，包括傅統購物與網路購物，且關心的重點在購物方式的時間與成本屬性，包括旅行時間、旅行成本、等待商品送達時間、以及購物比價時間等。為深入瞭解消費者之購物方式選擇行為，並分析其時間與成本屬性間之關係，本研究首先構建了一消費者效用最大化模式，並釐清屬性變數間之關係；接著，由此效用最大化模式推導旅行時間、旅行成本、等待商品送達時間、以及購物比價時間等變數之邊際效用，並計算出旅行時間、等待商品送達時間、以及購物比價時間三者之將時間價值。推導結果發現，消費者對減少旅行時間的重視程度高於其他類型的活動時間，由此推知綱路購物方式無須負擔旅行時間的特性，必然對消費者有著極大的吸引力。最後，本研究藉由間接效用函數的推導與定羲，發現實務上要估計出此三者之時間價值有其現實困難，最主要是因購物時間屬性（旅行時間、等待商品送達時間、以及購物比價時間）彼此之間存在一些特殊關係，使得參數間之關係難以完全釐清。

關鍵字

購物方式 ； 綱路購物 ； 傅統商店購物 ； 時間價值

並列摘要

The aim of this study is to analyze consumer' shopping mode choices between store shopping and network shopping. Though consumers' shopping mode choices are complicated, this study only concerned about the time and cost attributes of the two shopping modes, mainly about those of travel time and travel cost, time of acquiring goods, and shopping time. To understand consumer' shopping mode choices and analyze the attributes concerned, this study formulated an individuals utility maximization problem. Then based on this problem, it clarified the relationship among the attributes concerned and derived the values of the time attributes. The derivation results showed that consumers value the reduction of travel time more than any other types of time, such as time of acquiring goods, shopping time, and general leisure time. In this regard, network shopping as a result has the advantage over store shopping due to the fact that the former doesn't induce any travel time. Finally, this study pointed out the difficulties in practice on estimating the parameters of the model, primarily caused by the mixed relationship among the parameters.

並列關鍵字

shopping modes ； network shopping ； store shopping ； value of time

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