Effects of Interactive Product Presentation and Background Color on Online Behavior Intention

互動式產品呈現與背景顏色對線上行為傾向之影響

近年來，宅配產業市場日益成長，有許多探討宅配產業服務品質與顧客滿意度的研究，但是針對結合業者、專家學者、及消費者意見進行研究者確鮮少。本研究首先依宅配產業特性及參考相關文獻，並透過產業界與學術界專家之問卷訪談資料，建立影響台灣宅配業者服務品質的評估準則，再據以進行消費者前測問卷調查，以確立符合消費者重視程度的前二十項評估準則，及其隸屬之構面。之後透過產業界與學術界專家之成對比較問卷訪談，以ANP 建立服務品質構面與評估準則的相關權重，以分析台灣五大宅配業者之服務績效。此外，依據所建立之評估準則進行消費者對各項目重視程度與服務滿意度問卷調查，以IPA 分析消費者對於宅配業者服務之期望與實際滿意度間的關係。研究結果顯示業者專家或消費者認為評估準則重要性愈高者，消費者的滿意程度不一定較高。業者專家最重視「安全性」服務品質構面，但消費者對業者服務品質之期望落差最大者為「賠償標準」，而統一速達在五大宅配業者中平均服務品質與顧客滿意度皆最高。本研究之評估分析結果，可以提供宅配業者制定決策與提升服務品質之參考，以提升其競爭力。

In recent years, with the increasing growth of home-delivery service market, there are a lot of studies regarding the service quality and customer satisfaction of home-delivery service. However, only few studies focus on the integral analysis by combining survey data of service providers, specialists, and customers. This study investigates the related factors that influence the adoption of home-delivery service, and applies the analysis network process (ANP) and importance-performance analysis (IPA) to analyze the service quality and customer satisfaction of home-delivery service providers in Taiwan market. Five home-delivery service providers, including Takkyubin, Taiwan Pelican Express, HCT Transportation, T-JOIN Transportation, and Chunghwa Post, are investigated and compared. Twelve specialist questionnaires are collected to establish main factors of service quality and evaluation criteria for competitiveness, and ANP is applied to obtain the relative weights of the main factors and evaluation criteria. Customer questionnaires are then collected from the customers and IPA is conduced to analyze the importance and satisfaction degree of service evaluation criteria regarding the five home-delivery service providers. The results show that the criteria have higher weights are not necessary to have higher degree of customer satisfaction. The criterion of “safety” gains much attention from the specialists, but the customers pay attention to most in the criterion of “compensation”. Moreover, Takkyubin is found to be the best among the home-delivery service providers. The results can be used by home-delivery service providers to review and improve their service quality.