CHAPTER 4 DATA ANALYSIS AND RESULTS
5.2 Suggestion
This research has successfully corroborated the comprehensively integrated framework for understanding the complex and dynamic choice behavior. Through SEM to interpret the relationships among service quality, perceived value, perceived sacrifice, customer satisfaction, switching cost and customer behavioral intentions, the binary logit model can be used to estimate what items would influence customers choosing the RD provider in the C2C e-commerce context. Although the empirical findings are useful and may contribute to the literature for further validation, there are some suggestions to this study that future researchers can address.
1. According to previous researches, timeliness and information are important factors for goods delivery, and convenience is a concerned item for consumers to
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decide the pick-up point. Price comparison also is considered as a determinant of consumer behavior. But in our study, it seems to be insignificant. The reason is we put price comparison in consumer perceived value. It should be isolated from consumer perceived value. Thus, the future research can consider price comparison as a single construct and analyze the choice effects caused by price comparison more clearly.
2. This study is assumed that consumers must to pay the delivery charge and the delivery time that RD provider promised is the same. We did not discuss the free delivery charge, different delivery time in this research. We also did not think of the brand preference in choice behavior of RD provider. They may be possibly the important parts to choose the RD provider. Therefore, the future work is suggested to collect those information to increase the completeness of the choice behavior on RD provider of the auction market.
3. Our data are all focused and gathered in Taiwan, so the conceptual framework proposed by us is suitable for Taiwanese people. But consumers with different culture may not be explained by this conceptual framework. Future research can collect samples from other countries and compare the difference.
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APPENDIX
親愛的受訪者，您好：
感謝您撥冗填答，這是一份有關「網路購物、超商取貨」的學術研究 調查問卷，目的在於透過您的網路拍賣市場購物經驗中對便利商店配 送服務過程之認知感受，來瞭解該便利商店的物流配送服務品質與選 擇行為之影響。本問卷的研究結果僅供為學術研究之用，絕不對外公 開，請您安心作答。您的寶貴意見對本研究將有莫大助益，希望您能 協助撥空填寫本問卷，謝謝您的協助。
交通大學 運輸研究所 指導教授 馮正民博士 黃昱凱博士 研究生 林欣萍敬上 1、請問您有「超商取貨服務」的經驗嗎？
□有 □沒有
2、請問您有「網路拍賣」的經驗嗎？
□有 □沒有
3、請問您認為您在網拍市場中最常扮演哪種角色？
□買家 □賣家 □兩者皆有 □其他 第一部分：有關網路拍賣的行為
1、請問您使用網路拍賣的服務已經有多久的歷史？
□3 年以上 □2～3 年 □1～2 年(含 2 年) □半年～1 年 □半年以內 2、請問您最近半年內使用網路拍賣並成交的件數為何（不包括棄標）？
□1 件 □2～3 件 □4～6 件 □7～10 件 □11～20 件 □21～
100 件 □101 件以上 _________
3、請問您最近半年內使用網路拍賣交易成功的單次平均購買價格(客單價)為何？
□99 元以下 □100～199 元 □200～499 元 □500～1499 元 □ 1500～1999 元 □2000 元以上 _________
4、請問您曾經使用那個網路拍賣平台？(可複選)
□雅虎奇摩拍賣 □露天拍賣 □美國 eBay □大陸淘寶網
□大陸騰訊拍拍網 □香港點點紅拍賣網站 □其他 _________
5、請問您最常使用那個網路拍賣平台？
□雅虎奇摩拍賣 □露天拍賣 □美國 eBay □大陸淘寶拍賣網
□大陸騰訊拍拍網 □香港點點紅拍賣網站 □其他 _________
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原因是？(複選)：□商品項目多 □拍賣服務好 □使用習慣 □網站 流量多 □其他 _________
6、請問您在網路拍賣結標後曾經使用過的物流服務？(可複選)
□宅急便 □宅配通 □新竹貨運 □郵局便利袋 □面交
□便利商店取貨 □其他 _________
7、請問您在網路拍賣結標後經常使用過的物流服務？(可複選)
□宅急便 □宅配通 □新竹貨運 □郵局便利袋 □面交
□便利商店取貨 □其他 _________
8、請問您曾經在網路拍賣平台中買賣過哪些類別的商品？(可複選)
□電腦軟硬體與 PDA □相機、攝影與視訊 □手機與通訊 □女裝與服飾配件
□女包精品與女鞋 □男性精品與服飾 □美容與保養 □運動、戶外與休閒
□手錶與流行服飾 □影音與生活家電 □居家與園藝 □食品與地方特產
□玩具與電玩 □收藏品與藝術品 □明星與偶像商品 □音樂與影片
□圖書、雜誌與文具 □嬰幼兒與孕婦 □汽車與機車 □旅遊、地產、服務
第二部分：有關網路拍賣購物後，超商取貨點的選擇行為
1、請問您使用「網路購物、超商取貨」的服務已經有多久的歷史？
□2 年以上 □1～2 年 □半年～1 年 □半年以內
2、請問您曾經使用過哪家便利商店「網路購物、超商取貨」的服務？(可複選) □ 7-11 □全家 □萊爾富 □OK
3、請問您使用「網路購物、超商取貨」的服務時，通常會選擇哪一家便利商店？
最常選擇→□ 7-11 □全家 □萊爾富 □OK
原因是？(複選)：□距離較近 □商店服務較好 □寄貨時常有行銷活動
□寄貨品質較佳 □便利商店知名度較高(品牌) □其他 _________
次常選擇→□ 7-11 □全家 □萊爾富 □OK
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第三部分：「網路購物、超商取貨」物流服務品質之重要程度 依 據您 在網 路拍賣 後選 擇物流 方式 的多 數經
驗，請問下列敘述的重要程度為何？ 非常
重要 重要 普通 不
重要
非常 不重 要 1.我認為該超商店配系統的服務據點廣佈且可
以滿足我的需求 □ □ □ □ □
2.我所選擇的取貨門市要離我越近越好 □ □ □ □ □
3.我很滿意該超商店配系統取件時服務人員的
態度 □ □ □ □ □
4.當我前往該超商門市取貨時，店員可以迅速找
到我所訂購的商品 □ □ □ □ □
5.我所選擇的取貨門市會與網站合作舉辦活動
贈送我小禮物 □ □ □ □ □
6.具有便捷的電子地圖操作介面方便我選擇取
貨門市 □ □ □ □ □
7.電子地圖的門市資訊準確度高 □ □ □ □ □
8.該超商店配系統的網站頁面簡單明瞭，讓人容
易操作使用 □ □ □ □ □
9.我可以隨時上網查詢訂單處理情形 □ □ □ □ □
10.該超商會以手機簡訊或 E-Mail 通知我貨物配
送進度資訊 □ □ □ □ □
11.我很滿意該超商店配系統的貨物配送追蹤查
詢機制 □ □ □ □ □
12.我很滿意該超商店配系統的貨物配送速度 □ □ □ □ □
13.該超商店配系統能在約定時間內將貨物準時
送達 □ □ □ □ □
14.貨物配送到達該超商門市的所需時間很短 □ □ □ □ □
15.我收到的商品是完好無損壞的 □ □ □ □ □
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□ □ □ □ □ 13.該超商店配系統能在約定時
間內將貨物準時送達 □ □ □ □ □
□ □ □ □ □ 14.貨物配送到達該超商門市的
所需時間很短 □ □ □ □ □
□ □ □ □ □ 15.我收到的商品是完好無損壞
的 □ □ □ □ □
第五部分：「網路購物、超商取貨」之轉移成本與知覺犧牲
請依據您所選擇的超商店配系統，勾選您對下列 敘述的同意程度。
非常
同意 同意 普通 不
同意 非 常 不 同 意 1.我通常習慣選擇同一家超商店配系統的寄件
服務 □ □ □ □ □
2.若使用其他超商店配系統，我可能會增加一些
額外支出 □ □ □ □ □
3.若使用其他超商店配系統，我需要花一番努力
才能熟悉其所提供的服務 □ □ □ □ □
4.我不確定選擇其他超商店配系統會有較好的
服務 □ □ □ □ □
5.我認為該超商店配系統之運費很合理 □ □ □ □ □
6.我認為接受目前該超商店配系統的服務不會
花費很多等待時間 □ □ □ □ □
7.我認為使用目前該超商店配系統網站界面很
簡單 □ □ □ □ □
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□ □ □ □ □ 12. 如 果 發 生不 愉快的 消費經
驗，我會向其他顧客訴苦 □ □ □ □ □
□ □ □ □ □ 13. 如果發 生不 愉快的 消費經
驗，我會向該超商店配系統客訴 □ □ □ □ □
～ 個人基本資料 ～
■請問您的性別是：
□男 □女
■請問您的年齡是：
□15 歲以下 □16~18 歲 □19~22 歲 □23~29 歲 □30~40 歲 □41~50 歲 □51 歲以上
■請問您目前的婚姻狀況是：
□單身 □已婚（有小孩） □已婚（無小孩） □其他
■請問您的學歷是：
□國中(含)以下 □高中職 □專科/大學 □研究所(含)以上
■請問您的可支配所得是：
□3 千元以下 □3 千元(含)~ 5 千元 □5 千元(含)~1 萬元
□1 萬元(含)~2 萬元 □2 萬元(含)~3 萬元 □3 萬元(含)以上
■請問您的行業是：
□學生 □家管 □軍公教 □公務人員 □教師 □專業人士 (律師、醫生、會計師) □自由業 □一般上班族 □製造業
□資訊科技產業 □零售業 □其他___________
■請問您目前居住的地點是：
□北部地區(基隆到苗栗) □中部地區(台中到嘉義)
□南部地區(台南到屏東) □東部地區(花蓮到台東)
□離島(金馬澎湖) □其他___________
～本問卷到此結束，非常感謝您的協助，謝謝～
～請協助我們檢查以上是否有遺漏作答之部分，造成不便，敬請見諒～