整合羅吉特模式與聯合分析法構建網路拍賣消費者選擇配送商品模型

An Integrated Model for Online Auctioneer's Choice Behavior of Delivery Provider Selection Based on Logit Model and Conjoint Analysis

網際網路的便利已讓線上拍賣成為臺灣一個相當重要的消費型態。在電子商務的交易中，尤其是消費者對消費者的線上拍賣交易，物流服務可說是讓買賣雙方得以完成交易的最後一哩機制。本文以店配、宅配以及郵局配送等線上拍賣常見的物流服務為研究對象，蒐集236份有網路拍賣經驗的樣本，根據其購物頻率將樣本分為兩群，並利用羅吉特模型構建影響線上賣家決定物流服務之選擇模型。此外，本文又以聯合分析方法來模擬不同行銷策略對線上賣家選擇物流服務的影響，進一步了解消費者的決策偏好。最後本文除針對研究結果提出管理意涵外，也提出後續研究的建議。

In Taiwan, online action is one of the important shopping methods due to the convenience internet. In electronic commercial dealings, the service of delivering consumers' orders to buyers can be viewed as the last mile of logistics service, especially for individual online auction through C2C transaction. This paper explores the logistics structure of retailing delivery, home delivery and post service for online auction. The data were collected from 236 respondents who have purchased goods via online auction. We divided the respondents into two groups by shopping frequency via online auction. Then we applied a logit model to analyze what factors would affect online auction sellers' choice behaviors of logistics in delivery service. Furthermore, we used a conjoint analysis to simulate various marketing strategies of retailing delivery to understand consumer's preference. Finally, we discussed the findings from academic and managerial perspective and suggested directions for future research.