兩岸店配物流服務擴散過程

DIFFUSION PROCESS OF CROSS-STRAIT RETAILING DELIVERY SERVICES

在電子商務的物流系統中，臺灣與其他國家最大不同的地方就是以便利商店為基礎的店配物流服務。近年來兩岸電子商務蓬勃的發展帶動了兩岸物流配送的需求，臺灣的便利商店更進一步與中國的淘寶網合作提供國際轉運的店配取貨服務。店配服務在臺灣電子商務物流系統中所具備的優勢，也勢必會在兩岸電子商務的物流配送中扮演重要的角色。本研究分析店配物流機制在兩岸電子商務的物流服務之擴散現象與影響其擴散之因素，首先利用個體選擇模型探討消費者選用店配服務之因素，經由分析結果建構兩岸店配物流服務之擴散模型並討論其擴散型態。研究結果將有助於瞭解消費者選擇行為的多重面貌，以利決策者研擬更為恰當的行銷策略。

In the logistics system of electronic commerce, the major difference between Taiwan and other countries is the retailing delivery (RD) system. Up to date, the e-commerce between Taiwan and China will more closely and create the needs of Cross-Strait logistics. The convenience stores in Taiwan have integrated the delivery service combine with the Taobao in China to develop a new retail delivery model: “Cross-Strait Retailing Delivery System”. Due to the advantage of the retailing delivery, the delivery mechanism will play an important role in the delivery system between Taiwan and China. To better understand the crucial factors of behavior intention in use of Cross-Strait retailing delivery service, this study explores what kind of factors can influence Cross-Strait retailing delivery service choice behavior intention via discrete choice model. Secondly, the Bass diffusion model was used to establish an evaluation model of the diffusion pattern. The results obtained in this study can be used to help managers formulate strategies for increase market share.