- 學位論文
降低網際網路商店退貨率之研究─以國內某知名傢俱居家修繕中心為例
The Study on Reduce the Return Rate of the Internet Shop─The case of Home Improvement Center In Taiwan
摘要
隨著電子商務發展的成熟與完善，愈來愈多消費者選擇網路購物替代傳統購物，但是對於網路商店業者而言，消費背後所伴隨而來的是大量的退貨率，逆物流成本遠比正常物流高出兩倍以上，如何降低退貨率以減少龐大逆物流成本是所有網路商店所致力達成的重要課題。 本研究以特力屋為例，藉由深度訪談法方式，訪問特力屋網路服務部行銷總監，了解該產業公司如何由網路商品退貨率50%降低為3%至4%；並根據網購服務失誤之構面，針對特力屋網路會員設計問卷，透過網路問卷探討網路購物服務失誤對於消費者退貨與否之相關性，並藉由敘述統計、因素分析、信度與效度分析以及邏輯斯迴歸分析之。 透過訪談研究發現特力屋在網際網路商店降低退貨率的經營方式主要作法，其一為「商品圖片與描述正確性提高」，其二為「出貨速度快」，其三為「客戶服務的訓練」。問卷調查之有效問卷份數為271份，運用邏輯斯迴歸分析後發現，網購服務失誤除了「產品」構面以外，「配送」、「網站」、「顧客服務」、「安全性」四構面皆符合本研究之研究假設。 結合深度訪談與問卷調查法可發現，「商品圖片與描述正確性提高」符合「網站」構面之研究假設；「出貨速度快」符合「配送」構面之研究假設；「客戶服務的訓練」符合「顧客服務」構面之研究假設。因此，特力屋公司在網際網路商店降低退貨率的經營方式與消費者對於網購服務失誤之退貨意願是呈現正相關的。簡言之，透過本研究可得知，特力屋降低網際網路退貨率之作法符合消費者需求。 降低網路退貨率是經營網路商店相當重要的課題，但是國內外對於研究網路退貨的文獻卻極為少數，因此本研究期望能夠提供有效降低退貨率的資訊，作為經營網路商店業者之參考。
並列摘要
As e-commerce development, maturity and completely, more and more consumer choice Internet shopping instead of traditional shopping. For the Internet manager of enterprise, shopping and return are close. Reverse material flow cost is twice more than the material flow cost. The way to reduce the reverse material flow cost is to let the return rate decrease. This is the important issue to run an online shop. The study used In-Depth Interview method. The interview to the director internet service department of 特力屋 finds that return rate has reduced from 50 percent to 3 or 4 percent. The study design the questionnaire to the internet member of特力屋according to online service failures. The study finds that the relationship of online service failures and return goods or not are close by using the descriptive statistics, factor Analysis, reliability test, validity test, and logistics regression to verify all of hypotheses in this case. The study finds that 特力屋 use some methods to reduce return rate of online store. One is "to improve product picture and description of correctness", the other as "fast shipping". The third is "Customer Service training. " There are 271 valid questionnaires in this case. The study uses logistic regression analysis revealed that there are several dimensions cause online service failure. Products, distribution, website, customer service, Security are consistent with assumptions of this study. Depth interviews and questionnaires find that improving product pictures and descriptions are correlated with web site dimension of the hypothesis. Fast shipping line is correlated with delivery dimension of the hypothesis. Customer service training is correlated with customer service dimension of the hypothesis. Therefore, reducing online store return rate and consumer aspiration to online service failure are positively related. In short, this study can be informed that the way to reduce online return rate practice to meet consumer demand. Reducing online return rate is an important issue to online stores, but the study about return rate are still a very small number. The study provides efficiency ways to reduce return rate for online store managers to refer.