台灣取貨點價值主張與價值適配之研究 —以蝦皮智取店為例

Abstract

在電商蓬勃發展與物流末端服務需求日益提升的背景下，各大平台紛紛投入建構自有取貨點系統，藉以強化履約效率與顧客體驗。台灣市場中，蝦皮購物推出的「店到店」自助取件服務，便是結合無人化設備、智慧櫃與便利地點等元素的創新物流模式，快速擴張全台據點，成為消費者常用的取貨選項之一。然而，伴隨服務規模成長與操作流程全面自助化，其實際營運與使用者體驗也浮現出許多挑戰與改進空間。 本研究選用個案研究法，以「蝦皮店到店」為研究對象，透過蒐集次級資料、實地觀察與半結構式訪談，深入探討其取件服務的實際運作與使用者感受。研究方法上，採用 Alex Osterwalder 所提出的「價值主張圖（Value Proposition Canvas）」分析框架，分別繪製企業端所提供的價值主張圖，以及從用戶觀點出發的顧客素描圖，進而進行雙方價值適配分析，檢視其服務設計是否真正回應顧客需求與痛點。 研究結果顯示，蝦皮店到店在提供彈性取件時間、取件點密集度高、配送成本優化等面向，成功契合用戶對便利性與效率的期待，展現出高度價值適配性。然而，本研究亦觀察到在全自助流程下，存在如包裹遺落、櫃位誤領、退貨操作不清與繳費設備故障等風險節點，這些問題反映出目前營運設計在流程正確性、防錯機制與現場應變能力上的不足。 因此，本研究進一步提出優化建議，包括導入智慧防呆機制（如重量感測、RFID 標籤、AI 識別）、強化櫃位清空 SOP、重新設計退貨引導流程與設備維運機制，並從品牌策略面強化透明的異常通知與即時回報功能，以全面提升用戶信任與服務穩定性。 本研究期望透過價值主張與價值適配的視角，協助蝦皮更深入理解使用者真實需求，並提供電商物流業者在拓展自建取貨網絡時的營運思維與設計參考。

As e-commerce continues to thrive, logistics providers are increasingly turning to self-service pickup points to enhance last-mile delivery efficiency. In Taiwan, Shopee’s Pickup Store has rapidly expanded through unmanned locker systems and digital payment integration, aiming to offer users a fast and cost-effective pickup experience. However, as the service grows, issues such as lost parcels, unclear return steps, and equipment failures have surfaced, raising questions about its overall reliability and user-friendliness. This thesis adopts Shopee Pickup Store as a case study, using a mixed-method approach that includes field observation, secondary data analysis, and user interviews. Guided by Osterwalder’s Value Proposition Canvas, it constructs a value map from Shopee’s service offerings and a customer profile based on real user feedback. The two are then cross-analyzed to evaluate the degree of value fit. Findings reveal that while Shopee Pickup Store effectively meets user needs for speed and accessibility, it struggles with operational blind spots caused by its fully self-service model. The thesis suggests improvements such as intelligent anti-error mechanisms, clearer UI/UX for returns, and stronger on-site contingency support. These insights aim to help Shopee refine its user experience and reinforce its long-term competitive edge in smart logistics.