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考慮逆物流之消費者選擇電子商務平台影響因素分析

為了解決昇恆昌退貨的問題，作者譚湘玲 這樣論述：

With rapid development of information technology, Internet is gone deep into every corner of the world. E-marketing can not only save huge marketing expenses and cost of expansion of business from merchants, but also reduce manufacturers’ operating cost by the convenience of information technology

to enhance their competitiveness. Although the culture, language and life habits of Taiwan are similar to Mainland China, the reverse logistics mechanism of electronic commerce still exist many differences because of the different business environment and consumption habits. In the logistics activit

y, corporate reverse logistics mechanism plays the roles of product return, source reduction, recycling, material substitution, items reuse, refuse disposal, retreatment, repair, reproduction. Relative to forward logistics mechanism, the activities of reverse logistics mechanism will have a signific

ant impact on corporate mode of operation.The main purposes of this study are to conclude current situations of sales return on electronic commerce, discuss the influence factors of considering the return mechanism on selecting electronic commerce stores, and sort by the importance of factors. This

study aimed at the consumers from Taiwan and Mainland China as the research objects to analyze the consideration factors in the reverse logistics mechanism of electronic commerce, and analyzed the influence factors why consumers select electronic commerce platform by voting analytic hierarchy proces

s (VAHP).The research results found that for the seventeen factors of influencing consumers from Taiwan and Mainland China selecting electronic commerce, the top five Taiwan consumers attach great importance to were credit card information leak, personal information leak, unmatched specification bet

ween purchased products and the website, online shopping fraud, and breaks or flaws of purchased products. The top five Mainland China consumers attach importance to were credit card information leak, personal information leak, unmatched specification between purchased products and the website, brea

ks or flaws of purchased products, and the bad attitude of customer service.

消費者網路購物決策之認知分析

為了解決昇恆昌退貨的問題，作者曾騰鋒 這樣論述：

越來越多的消費者經常在網路上購買所需的商品及服務。但是相對於實體通路，虛擬通路存在著許多不確定的因素與風險，如隱私性安全、交易安全、產品等。如何使消費者能安心的在網路上消費，並且提供更友善的購物環境，已是網路購物業者必須重視的議題。本研究設計分為兩階段，首先以主觀態度問卷調查影響網路購物因素外顯的重視程度，受測者包含消費者與經營網路購物之業者，問卷內容區分為高價格情境與低價格情境。消費者須同時填寫高價格情境與低價格情境問卷，以便瞭解在不同情境下所考慮之因素重要性是否有所不同。第二階段是以社會判斷理論（Social Judgment Theory, SJT）問卷調查對影響網路購物因素內隱的權重

認知。將主觀態度問卷的題項依因素分析歸納為個人資料保護之安全性、商品種類之多樣性、消費者對網路商家之評價、售後服物之可靠性、付款之便利性等五個構面，並以此五個構面作為社會判斷理論問卷的線索。此階段之受測者區分為較輕度上網者、較重度上網者與店家等三個群體，分別探討各群體之判斷對策與認知衝突成因。其成果包含受測者內心對各項線索的權重與函數圖形。在研究結果方面，主觀問卷的調查結果顯示，在不同的價格情境，對個人資料安全、產品安全、產品保固的重要性判斷有顯著差異。所得在高價格情境下，對產品安全、產品涉入、商城口碑、店家口碑、產品評價、店家評價、系統品質、售後服務、取貨方式、自主性等10項影響網路購買因素

的重要性判斷有顯著差異。職業在低價格情境下，對產品安全、功能資訊、產品評價、商城口碑、店家評價、取貨方式、自主性、價格、一次購足、宅配時間等10項影響網路購買因素的重要性判斷有顯著差異。另SJT問卷調查結果顯示，多數受測者對5項線索大致上都呈現線索強度愈強，購買意願愈高的正相關且所有群體皆以個人資料保護之安全性的權重最高。後者與主觀態度問卷的調查結果一致，顯然個人資料保護之安全性對受測者，不論外顯的態度或內隱的認知都是最為關切的因素。因此強化個人資料保護之安全性或使消費者感到資料安全受保障應當是提升消費者網路購買意願的首要工作。本研究最後依據研究結果，提出價格、職業與所得等建議提供企業或網路商

家未來管理實務之參考。