資訊科技和電子資金轉帳(Electronic Fund Transfer, EFT)的結合，造成網路購物的崛起。產品低價格、便利性與品類多樣化為網路購物消費的主要競爭優勢，而網路上買賣除了需要安全便捷的EFT外，最終的實體商品仍須仰賴配送服務才能到達消費者手中。實體商品要如何順利的送至買方的手中，使物流業者在網路買賣中扮演了一個重要的角色。本研究目的在找出網路購物賣家衡量配送服務供應商的準則，以及B2C和C2C網路賣家選擇配送供應商時的差異，並提供給希冀拓展網路購物配送服務市場的物流業者參考的指標。將利用敘述性統計探討樣本的結構，再以因素分析( Factor Analysis)找出主要影響網路購物賣家選擇配送供應商的主要因素，並利用變異數分析(Analysis of Variance, ANOVA)探討不同性質、平均每月配送次數不同和平均單筆交易金額不同的網路購物賣家選擇配送服務供應商時，考慮的因素是否有差異。研究結果發現，運費、準時和效率、商譽和營運能力、公司形象與績效、專業且彈性的服務、推廣活動和多元化的服務，為網路購物賣家選擇配送供應商時考慮的七個主要因素。B2C和C2C選擇配送供應商時所考慮的因素上在費率、公司形象與績效和多元化的服務上有所差異。

The study is to investigate the criteria online shippers use to select Logistic Service Providers (LSPs). Seven distinct selection factors were identified and the most omnipresent are “fare”, “on-time, tracking and quick response”. Considerable interpenetration is discernible between the selection factors and the e-commerce business model, average transaction costs and shipment frequency. Online transactions are reliant on a distribution service to ensure physical goods reach their intended customers. An expanding online market affords more distribution service opportunities. This situation makes it imperative that the key factors affecting online shipper’s LSPs selection are amenable to empirical verification.

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http://www.forrester.com/rb/research
http://www.emarketer.com/Article.aspx?id=1005082
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