電子零售商環境特徵、商店特徵、顧客特徵對策略服務導向及企業績效之影響

The Impacts of Environmental Characteristics, Store Characteristics, and Customer Characteristics on Strategic Service Orientation and Business Performance in E-Retailers

周永清(Yung-Ching Chou)

指導教授 ： 吳有龍

共同指導教授 ： 陳岳陽(Yue-Yang Chen)

義守大學/智慧科技學院/資訊工程學系/博士(2021年)

摘要

在強調以客為尊、講求服務至上的企業環境中，提供服務的適切性與必要性是企業必須思索的策略決定，對電子零售商而言，在網站設計上莫不以顧客導向為思考，以便利顧客搜尋商品為要。因而，以往的研究大部分針對此議題，以顧客關係管理的角度，探討企業如何透過網站來支援企業與顧客間的互動，並透過互動中對顧客的了解而提供更顧客化的服務。然而，此乃著重於網路平臺的工具性及流程面向思考，並非從零售策略的角度加以審視，鑑於策略所考量的是整體之績效，多提供服務對電子零售商而言，還是必須有成本之考量點，基於策略服務導向對於企業除了具有策略意涵之外，也同樣有提高顧客價值的作用。由於電子零售為新興之零售業態，競爭差異化的來源可能來自額外服務的提供，具服務導向的零售策略不僅對電子零售業具有策略性的意涵，其也能提高顧客的價值。
因此，本研究透過對電子零售商策略服務導向之探討，解析各構面對企業績效之影響，抽樣對象以中華民國無店面零售商業同業公會會員為對象，共回收有效問卷131份，有效回收率為43.6%。本研究運用結構型方程模式 (SEM) 進行驗證，研究發現電子零售商店之商店特徵（商品相對品質及商品相對選擇）對服務導向最具正向影響關係，其次電子零售商店之環境特徵（競爭強度及零售創新）亦能正向影響服務導向，而商店的策略服務導向（服務的數量、廣度及重視程度）則能正面提升電子零售商店之績效；另外，本研究發現顧客特徵構面（價格敏感性、購物的時間壓力）對於商店的服務導向影響較不顯著。

關鍵字

電子零售 ； 環境特徵 ； 商店特徵 ； 顧客特徵 ； 服務導向 ； 企業績效

並列摘要

In a service-oriented business environment, companies should be able to analyze and determine the appropriateness and necessity of the services they provide. For e-retailers, the design of their websites is always customer-oriented, and it is important to facilitate customer search from online. So far, most of the previous studies have focused on this issue and explored how companies can support the interaction between them and their customers through their websites on the perspective of customer relationship management, and provide more customer-oriented services through the understanding of customers in the interaction. However, the focus is on the functional and process-oriented thinking of the online platform instead of the perspective of strategy orientation. Given that strategy is based on overall performance, there must be a cost consideration for e-retailers to provide more services. Therefore, the service-oriented retailing strategy has not only a strategic meaning to the retailer, but also has the same effect of improving customer value. Since e-tailing is an emerging retail format, the source of competitive differentiation may come from the provision of additional services, and a service-oriented retailing strategy not only has strategic implications for e-retailing, but also enhances customer value.
Therefore, this paper examines the service-oriented retailing strategy to understand the impact of its operation on performance. A total of 131 questionnaires were collected from a sample of non-storefront retailers in Taiwan, and the effective response rate was 43.6%. After employing SEM, the study results showed that in the e-retailing market, the competitive intensity in local market motivates e-retailers to improve their service orientation in order to pursue competitive advantages; and innovativeness of e-retailers can positively influence service orientation, which in turn has a positive impact on performance as well. In addition, the relative quality and choice of merchandises offered by e-retailers also have a positive impact on service orientation of the business strategy. Since service orientation helps to increase customer satisfaction and loyalty, it has a positive effect on the performance of e-retailing stores.

並列關鍵字

E-retailing ； Environment characteristics ； Store characteristics ； Customers’ characteristics ； Service-orientated retailing strategy ； Business performance

參考文獻

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