網路商店訂單履約過程消費者行為之研究

Studies on consumer preferences while on line shopping: an e-fulfillment perspective

王道行(Tao-Hsing Wang)

指導教授 ： 張東生

國立中央大學/管理學院/企業管理學系/博士(2011年)

摘要

網路已成為一種新的零售媒介，企業對消費者的電子商務蓬勃展開並日趨普遍，但很多學者的研究指出，對大部分的網路使用者而言，僅利用作為瀏覽搜尋相關商品資訊的工具，而寧願捨棄網路購物的諸多好處，親自到實體商店購買所需的服務或產品。消費者不願意在網路上完成交易的原因很多，其中一個主要的原因就是消費者認為網路購物的訂單履約過程無法令其滿意。對於網路商店而言，了解及整合網路訂單履約過程的消費行為，並發展適當的解決方案，是非常重要的議題。因此，本論文採取二個實證研究來探討網路商店訂單履約過程的消費者偏好行為。
本論文的研究一，主要是在探討消費者購物前的網路訂單履約行為。研究目的為了解網路購物的定單履約過程中，零售業者的網站端提供了哪些重要屬性來與消費者互動，以及消費者對於這些屬性的認知偏好情形。此外，本研究並以商品型態來分類，了解不同商品的購買族群消費者的偏好結構。本論文的研究二，主要探討消費者對於網路履約失誤時的服務補救行為。研究目的為希望確認消費者網路購物，產品配送延誤時的服務補救策略有哪些重要屬性，以了解消費者的偏好結構為何？本研究並針對消費者的偏好結構，區隔不同的族群，了解不同族群的消費者的偏好差異情形。
本論文以台灣網路使用者為研究對象，以網路調查的方式來蒐集樣本的資料並利用聯合分析法來分析二個研究所確認的關鍵屬性的消費者偏好結構。研究一確認了：訂單確認、付款方式、客戶支援與服務、交貨方式及退貨政策等五個因素為網站端網路履約過程的重要決策屬性。此外，本研究結果亦發現不同商品類別的購買族群的消費者，對於網路履約過程屬性的偏好情形確有差異。研究二的研究結果，提出補償、回應速度、道歉及接觸做為商品交貨延誤的四個服務補救屬性，來了解消費者的偏好結構。二階段集群分析法分群的結果，將樣本分為效率群及利益群二個族群，效率群的消費者最重視的服務補救屬性為回應速度；而利益群則最重視為補償措施。最後，本論文討論了研究成果的管理意涵、貢獻、研究限制及後續研究方向。
關鍵字：網路商店、訂單履約、延遲交貨、服務補救、聯合分析

關鍵字

聯合分析 ； 服務補救 ； 延遲交貨 ； 訂單履約 ； 網路商店

並列摘要

The majorities of internet users utilize the internet as a tool for searching and viewing information on products of interest, but tend to visit a physical store to make the final purchase. There are many reasons why consumers are unwilling to purchase online. One of the main reported reasons is that the online order-fulfillment process is not satisfying. Therefore understanding and integrating consumers’ behavior of e-fulfillment, and develop adequate solutions in order to achieve business success is crucial for e-tailers. Hence this research employed two studies to investigate consumer preferences during the e-fulfillment process in on line shopping.
The first study attempts to investigate consumer’s behavior of pre-purchase e-fulfillment process. The purposes of this study were: (1) to identify the key attributes offering by e-tailer’s websites which interact with consumers during the e-fulfillment process and to examine how these attributes affect their preferences evaluation, (2) to utilize product category as a segmentation variable, and to distinguish preferences across various consumer segments. The second study focused on understanding consumer’s service recovery behavior when the website’s e-fulfillment failure occurred. Primary aims of this study were: (1) to synthesize relevant literature to identify the key attributes of service recovery strategies for product delivery delays, and to elucidate the consumer’s preference structures of these attributes, (2) to segment consumers into different groups based on the preference structures of consumers, facilitating the understanding of differences in the preferences of different groups of consumers.
In this research, data was gathered through web-survey sampling targeted in the population of Taiwan and conducted conjoint analysis in order to assess the structure of consumer preferences concerning key attributes. For study 1, five key attributes during the order-fulfillment process were identified: return policy, delivery options, payment methods, customer service and support, and order confirmation. Different product-category consumer segments had different preferences with respect to these attributes. The results of study 2 indicate that the four important attribute of service recovery were: compensation, response speed, apology, and contact channels. A two-stage cluster analysis was performed based on the structure of consumers’ preference to segment respondents into two groups: an efficiency group and a benefits group. Consumers in the efficiency group most prefer response speed recovery attribute, however, consumers in the benefits group most emphasized compensation recovery attribute while facing delayed delivery in online shopping. Finally, in this thesis the managerial implications, contributions, limitations, and directions for future research are discussed.
Key words: e-taller, e-fulfillment, delayed delivery, service recovery, conjoint analysis

並列關鍵字

conjoint analysis ； service recovery ； e-fulfillment ； e-taller ； delayed delivery

參考文獻

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