變遷中的網路書店：邁向調適與反脆弱之路

Online Bookstore in Motion: Toward Adaptive and Antifragile

互聯網與運籌的快速發展讓跨境電商成為近年來最受矚目的商務型態，而物流則是影響跨境電商經營績效的重要因素。由於香港是我國網路書店業者經營跨境電商服務的重要地區，因此，理解香港消費者對於跨境物流服務的需求並快速反應將是有效經營香港市場的重要管理課題。本文以我國網路書店所提供的香港跨境店配服務為研究個案，經由建構劇變模型探討跨境電商物流服務的風險管理課題。研究結果發現貨物追蹤、配送承諾、配送時間是主要的脆弱度因子，若能利用遲滯性劇變特徵來發展相對應的行銷策略，如考慮消費者的轉移成本因子，將有助於強化臺灣網路書店業者跨境物流服務的適應性。

The internet represents a growing and huge market and the development of ecommerce is an efficient business model that enables new relationships between consumers and suppliers. Recently, cross-border e-commerce is obviously becoming a noticeable market. Since Hong Kong is an important region for Taiwan's online bookstore operators to operate cross-border e-commerce services, understanding the behavior of Hong Kong consumers for cross-border retailing delivery services and responding quickly will be an important management issue for the operation management. This paper focuses on the cross-border retailing delivery service provided by Taiwan's online bookstores and explores the risk management of crossborder retailing delivery services based on the catastrophe model. The results of the study found that e-tracking, delivery commitments, and delivery time are the main vulnerability factors. If the characteristics of hysteresis and drastic changes can be used to develop marketing strategies, such as the consideration of consumer switching cost, it will effectively increase the adaptive of cross-border retailing delivery services.