建議

針對本研究限制，對於後續研究提出相關建議為：

1. 由於本研究之問卷調查對象，主要針對學生族群進行問卷蒐集，調查其選擇網拍物 流方式之行為，其分析的結果並非可以完全代表目前網拍配送市場之情形；因此，

可調查曾使用網路拍賣的使用者，再做深入探討。此外，目前僅探討非專業賣家的 物流選擇行為，建議後續研究可加以探討個人買賣雙方的物流選擇行為，以瞭解買 賣雙方選擇物流方式的差異性。

2. 網拍配送市場之選擇集合部分主要採用目前最常被使用的 7-11 交貨便、全家店到 店、宅急便、宅配通與郵局便利袋等五種物流方式，但未考量 ezship 台灣便利配、

郵局包裹寄件、大榮貨運、新竹貨運與面交，有可能會產生誤差，其中由於面交較 難以估計運送費用、運送時間等變數，而且也難以制訂行銷管理的意涵，因此，建 議後續研究可以目前網拍配送市場之市占率多寡為依據，納入選擇集合一併調查分 析。

3. 本研究主要是調查非專業賣家之選擇行為，而這些賣家可能對於五種物流方式並未 完全皆有使用過，因此本研究將採用敘述性偏好進行情境模擬，但也因如此，有些 賣家可能在選擇情境的時候，可能會考量物流公司品牌、知名度而選擇，而研究結 果可能多少會隱含此變數，但並無法反映出此結果，其可建議後續研究採用代號代 替這五種物流方案 (如 A 公司) 或可考量受訪者對各物流公司的知名度之感受，並 納為羅吉特模式之影響變數。另外，本研究未調查受訪者對各物流方式服務品質的 抽象感受；因此，後續研究可引用多重構面來衡量物流公司之服務屬性的滿意程度

(例如滿意該公司寄件時服務人員的態度、寄件服務據點能提供我與寄件有關的相 關協助等)，以更全面性地評估顧客滿意。

4. 個體選擇模式的範圍廣泛，除本研究所使用之多項、巢式與混合羅吉特模式外，建 議後續研究可考慮以其它選擇模式進行分析比較。由於本研究曾考慮使用內生市場 區隔或外生市場區隔，其中內生市場區隔常見的方法為潛在類別模式 (Wen et al., 2010)，其將資料區隔同質行為，以瞭解各群體的參數異質性。但由於各物流公司 之經營管理業者在確認行銷對象時，通常會考量以地理、人口統計、心理與使用行 為等因素作為區隔變數，且過去學者 (Baer, 1998; Eastin, 2002; Masterson, 2003; 洪 富凱, 2003) 認為消費者對於網際網路的熟悉度與接受度將影響線上購買意願，因 此本研究將利用外生市場區隔將受訪者使用網拍買賣商品頻率作為區隔變數，並根 據區隔變數將資料劃分到兩個族群，以便於經營管理業者輕易地分辨目標客群。

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