網購取貨方式對消費者忠誠度之影響 - 以蝦皮購物為例

隨著行動通訊設備快速的發展，網路資訊傳遞的速度也不斷的加快，顧客只要動動手指頭就可以在家中利用通訊設備進行線上比價並完成線上購物，以個人偏好的方式進行付款並將商品送到指定地點，由此可見網路購物已經是現代人消費的主要途徑之一。但目前有關物流及取貨方式對忠誠度影響進行研究的文獻仍然是少數。為了解物流取貨方式對B2B2C電商平台之顅客忠誠度，本研究針對台灣電商平台排名第一(資料來源：Similarweb)的蝦皮購物平台(www.shopee.tw)進行相關研究，探究網購取貨方式對消費者忠誠度之影響。本研究首先依照物流的特性及電子商務的相關文獻，並以SERVQAL量表作為評估準則，據以顧客問卷調查，用以建立符合網購取貨方式與SERVQAL量表間的評估標準及其關聯性。透過SPSS分析比較以SERVQAL量表建立的評估標準與顧客對於購物平台的滿意度間的關係。本研究藉由分析蝦皮購物所提供之「取貨方式」的服務品質及便利性，經由調查後分析相關構面找出顧客對於取貨服務的重視程度，並找出提升顧客滿意度的關鍵及取貨服務的整體服務品質對於忠誠度的影響。透過上述關鍵構面了解訂單交易成功率、交易數量以及交易金額，從而掌握忠誠度高的顧客並吸引潛在顧客群。本研究發現網路購物平台本身所提供的「取貨服務」是否能長久的留住顧客，會成為網路購平台從眾多競爭者當中脫穎而出的關鍵，這樣的方法既能提供顧客便捷的取貨模式，也能提高顧客的滿意度及忠誠度，且在不會額外產生成本的情況下提高購物平台本身的競爭力。

關鍵字

顧客忠誠度；網路購物；物流；取貨滿意度；電子商務

並列摘要

With the rapid development of mobile communication devices, the speed of information transmission on the Internet is also accelerating. Customers can use their communication devices to compare prices online and complete online shopping with their fingertips. After purchasing, choosing a method to deliver the product is a major process for B2B2C e-commerce. However, literatures on the impact of logistics and pickup service to the loyalty is still a lake of study. This study, therefore, takes the No. 1 e-commerce platform, i.e., Shopee (www.shopee.tw) in Taiwan (source: Similarweb) to study the impact of “pickup service” to the loyalty of e-commerce. In this study, the SERVQAL model is used as the evaluation criterion according to the characteristics of logistics and e-commerce literatures. The customer questionnaire is designed to establish the evaluation criteria and to find out the correlation between the online shopping and pickup method, and the SERVQAL scale. SPSS analysis is used to compare the relationship between the evaluation criteria established by the SERVQAL scale and the customer's satisfaction with the shopping platform. This study analyzes the service quality and convenience of the "pickup service" provided by Shopee. The importance that customers attach to the pickup service is analyzed. The keys of improving customer satisfaction and the impact on the overall service quality of the pickup service to the loyalty are also used as the factors for analysis. Loyalty is measured in terms of order successful rate, number of transactions, and the amount of transactions. The result of his study finds that the "pickup service" provided by the online shopping platform is an important factor for customers to determine whether to retain on this platform. The pick-up services can not only provide customers with convenience, but also improve customer satisfaction and loyalty. In addition, it also improves the competitiveness of the shopping platform itself without incurring additional costs. It is, therefore, “pickup service” can be the key to standing out among many competitors of online-shopping platform.