Exploring the Choice Behavior on the Retailing Delivery Provider for Online Auction Consumers

• Main Authors: Lin, Hsin-Ping, 林欣萍
• Other Authors: Feng, Cheng-Min
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/66041042663879911588

碩士 === 國立交通大學 === 交通運輸研究所 === 97 === The internet represents a growing and huge market. The development of e-commerce is an efficient business model which enables new relationship between consumers and suppliers. In particular, the auction (C2C) market is reaching NT $51.6 billion with an increase between 50% and 60%. The online auction is obviously becoming a noticeable market. However, how to deliver goods to customers becomes one of the challenges for the sellers. In Taiwan, convenience stores have integrated the e-commerce with the logistics system of convenience stores to a new retail delivery model: “Online shopping in an electronic store and pick-up goods in a convenience store”. Previous researches proposed that the location of the convenience store and logistics service quality are major factors to influence consumers’ choice behavior. Thus we combine SEM with binary logit model to incorporate latent variables into the choice model to understand the choice behavior of the online auction consumers and what constructs will affect to choose the retailer delivery provider. The empirical results demonstrated that two variables- information quality and convenience are the key factors to impact on consumers to choose the RD provider. In accordance with these variables, we propose some marketing strategies to the managers of retailing delivery system to increase the market share.