送貨時效與便利性對消費者網購經驗的影響 – 以國內電商平台為例

Abstract

電子商務在國內成長幅度驚人，而除了價格廝殺以外，各平台無不投入莫大成本來建置倉庫以提升物流效率，但到底多快的「送貨時效」才是甜蜜點，消費者會不會其實感受並不深？而如果與「便利性」來相較，消費者又比較在意何者？ 本研究針對”曾有網路購物消費經驗”的目標消費者，以「送貨時效」與「便利性」兩個變數對於消費者「購買意願」的影響，利用Google線上問卷進行問卷發放與回收，再採用SPSS執行問卷結果分析，且依此數據進行交叉比對研究，以找出目標消費者真正在意的因子，並提出改進建議。 電子商務競爭已經邁向激烈白熱化，此時各企業應該審慎評估各種營業成本，尤其是運費成本，畢竟越快送到，成本越高，因此期待本研究能對企業決策判斷產生些許貢獻，進而使得國內電商環境更上一層樓。

The growth rate of e-commerce in the country is staggering. Apart from keen price competition, all platforms have invested huge ammount of money on warehouse building to enhance logistics efficiency. But in the end, how fast the delivery would be the 'sweet point'? Or in fact, the consumer's feeling is not so deep? Compared to 'Convenience', what are consumer’s most concerns? This study aims at those with 'online shopping experience' as target consumer to analyze the impact on 'purchase intention' by there two variables 'delivery speed” and 'convenience'. We use Google online questionnaire for questionnaire issuance and recycling, and then use the SPSS questionnaire to analyze the results. We also conduct cross-comparison study based on these data to find which of the two factors consumer care more about, and make recommendations for improvement. E-commerce competition has become extremely intense, thus all enterprises should carefully evaluate the various operating costs, especially freight costs. After all, the faster the delivery, the higher the cost. We expect that this study can make some contribution to e-commerce companies for decision-making, and, thereby, advancing domestic e-commerce business to the next level.