本論文研製目的在於探討網路購物後至便利商店取貨的服務品質調查,且針對不同的行為,「網站購物後至便利商店取貨」(B2C)、「便利商店寄貨並指定門市取貨」(C2C)有不同的訴求及瞭解,以期讓便利商店對於電子商務服務品質上更精緻化及優化,並取代宅配商,成為電子商務取貨的最大通路。 本研究以Kano模式為服務品質要素歸類,並由曾經至7-11消費電子商務服務的消費者進行問卷填寫,研究發現「網站購物後至便利商店取貨」(B2C),及「便利商店寄貨並指定門市取貨」(C2C)之提昇品質要素為「便利商店硬體設備」、「訊息告知」及「協助服務」,而搭配贈品活動的確會提昇消費者滿意度,其中「便利商店寄貨並指定門市取貨」(C2C)比「網站購物後至便利商店取貨」(B2C)更需要自主空間。 期望本研究整理之建議,有助於便利商店未來發展電子商務業務策略訂立及方向確認,以有效增加通路競爭力。
A procedure is development goal is the discussion online shopping late arrival convenience store takes the service quality investigation of goods.And in view of different behavior B2C and C2C. Has the different demand and understanding. Hoping to let the convenience store specialization and optimizes regarding the electronic commerce service quality in. And substitutes for the dwelling to match the business. Becoming the electronic commerce takes the goods the biggest circuit. This research takes the Kano pattern as the service quality essential factor classification. And by once carried on questionnaire filling to the consumers of 7-11 consumer electronics business services. The research discovered that promotion of quality essential factor B2C and C2C is 「convenience store hardware device」and 「news informs」 and 「assists to serve」. But matching complimentary gift activity will indeed promote the consumer degree of satisfaction. And C2C needs the self-space requirement compared with B2C Expected that the suggestion of this research reorganization, being helpful to the convenience store development trend electronic commerce business strategy working out and direction confirmed that to increase the circuit competitive power effectively