以尖點劇變模型發展電子商務店配物流服務忠誠度之策略

A Cusp Catastrophe Model for Developing Logistics Service Loyalty Strategies of E-commerce Retailing Delivery

電子商務可說是網際網路最重要的應用之一，而線上購物超商取貨則是臺灣與國外的電子商務物流最大不同的配送方式，因此探討消費者選擇店配物流商的行為便成為電子商務物流領域一個重要的課題。目前探討有關選擇行為之非線性現象仍是屬於相當具有挑戰性的研究課題，為了進一步探討消費者轉移行為的不連續變化特徵，本文以尖點劇變模型為工具來描述選擇行為的劇變結構，除進行尖點劇變模型參數校估外，並進一步蒐集實際資料說明選擇行為在行銷刺激下所呈現的不連續變化，並經由劇變模型展現的行為特徵討論消費者忠誠度的行銷策略。分析的結果顯示，當消費者有較高的移轉障礙時，其選擇行為會隨著服務品質的改變而產生不連續變化的劇變特徵。本文除了說明選擇行為的劇變特徵外，並進一步闡述劇變論在定性以及定量研究的應用。

Electronic commerce, also known as e-commerce, is one of the most important applications of internet, and convenience-store pickup is the most distinctive way of retailing delivery for e-commerce logistics in Taiwan compared to all other countries. Hence, research on the act of choosing logistic operators has become a very important issue. Currently, the nonlinear phenomenon in choice behavior is still a very challenging topic to be studied. To further discuss in terms of the discontinuous change of customers' metastatic behavior, we used the cusp catastrophe model as the tool to describe the catastrophic structure of the choice behavior. Besides examining parameters the of cusp catastrophe model, we also collected practical information which showed the discontinuous change with the stimulation of marketing. Moreover, we brought out the marketing strategy of customer loyalty caused by the behavior indicated by the cusp catastrophe model. The result showed that the choice behavior varies discontinuously through the change of service quality. Besides illustrating the catastrophic features of the choice behavior, this study also elaborated the application of catastrophe models to qualitative and quantitative research.