網路購物電子履約過程的消費者偏好分析

Consumer Preference for E-fulfillment Processes in Internet Shopping

網路零售商的電子履約（e-fulfillment）流程是最花錢及最關鍵的作業流程，所以一個網路零售商的訂單履約能力會決定其經營的成功與否。有關電子履約的議題，學者們的研究大多著重在滿意度、品質以及電子履約作業策略的探討，鮮少有針對電子履約的過程中零售商網站端（Web site end）的消費行為來進行的研究。因此，本研究先確認了網路購物的定單履行過程中，零售業者的網站端提供了：（1）訂單確認（2）付款方式（3）客戶服務（4）交貨方式（5）退貨政策等五個重要屬性來與消費者互動，並透過聯合分析的方法，來了解消費者在電子履約的決策過程中，對於這些屬性的認知偏好情形。此外，本研究亦以年齡、網路購物經驗及商品類別做為區隔變數，以了解不同族群的消費者，他們對於電子履約過程的偏好差異。最後，本文討論了研究成果的管理意涵，並探討本研究的限制及後續研究方向。

E-fulfillment has been the most expensive and critical operation processes for firms, the ability of e-tailer’s e-fulfillment could determine its success. Concerning about e-tailing fulfillment issue, a number of researchers have investigated e-fulfillment satisfaction, quality, and operation strategy. However, there have been lack of studies related to consumer behaviors in Web site end e-fulfillment processes. The primary purpose of this study was to investigate the consumer e-fulfillment preferences when purchasing products. In this paper, the authors identified five Internet shopping key attributes of e-fulfillment process offered by e-tailers, such as order confirmation, payment method, customer service, product delivery, and return policy. With these key attributes, the e-tailers then interacted with consumers. Conjoint analytical approach was used to assess the consumer preferences of the key attributes in the e-fulfillment decision-making processes. The study chose age, online buying experience and product type for clustering variable in order to distinct consumer e-fulfillment preference of deferent groups. We discussed the managerial implications of our results, limitations, and directions for future research.