在2020年爆發COVID-19疫情後，顯著改變了消費者的購物模式，促使大量消費者從實體店轉向網路購物，社交隔離和封鎖措施增加了消費者對電子商務的依賴，電商產業已進入高速成長的階段，累計至2024年我國整體零售業營業額中網路銷售額為5,035億元，創下歷史新高。未來電子商務平台在臺灣將會更加普及，業者所面臨的競争也會更加激烈，因此本研究針對臺灣消費者對不同電子商務平台品牌的物流服務品質之滿意度進行研究，將採用Mentzer (2001)所提出的物流服務品質（Logistics Service Quality）為基礎，以「資訊性」、「可靠性」、「顧客體驗性」、「時效性」、「經濟性」為五大構面，針對兼具本土電商與跨境電商兩大電商龍頭Momo與淘寶進行探討，並以品牌形象為中介變數，研究臺灣的兩大本土與跨境電商品牌，提供消費價者的物流服務品質以及是否有所差異，欲探討當電商提供高品質的物流服務時，是否不僅會直接提升消費者的滿意度，還會透過增強品牌形象間接提升消費者的滿意度。

本研究透過網路問卷，分別針對Momo與淘寶的消費者個別投放網路問卷。共回收了Momo共242份問卷、淘寶共240份問卷。分析結果顯示，Momo與淘寶樣本中資訊性、可靠性、顧客體驗性、時效性、經濟性與滿意度的關係皆為顯著正向影響；在中介效果的分析中顯示，Momo樣本中的「品牌形象」在資訊性、可靠性、顧客體驗性、時效性、經濟性間具有部分中介效果；淘寶樣本中的「品牌形象」在資訊性、可靠性、顧客體驗性、時效性間具有部分中介效果，且在經濟性間具有完全中介效果。

Since the outbreak of the COVID-19 pandemic in 2020, Taiwan's e-commerce industry has entered a phase of rapid growth. This study applies the theory of logistics service quality to analyze the distinctive features of logistics services provided by two leading e-commerce platforms in Taiwan's domestic and cross-border markets—Momo and Taobao. The research examines whether there are differences in logistics service quality and brand image provided by these two platforms and evaluates how logistics service quality influences customer satisfaction.
The findings are as follows:
1. For both Momo and Taobao customers, Information, Reliability, Customer experience, Timeliness, and Economic significantly impact satisfaction.
2. Brand image has partial mediating effect between Information and satisfaction for both Momo and Taobao customers.
3. Brand image has partial mediating effect between reliability and satisfaction for both Momo and Taobao customers.
4. Brand image has partial mediating effect between customer experience and satisfac-tion for both Momo and Taobao customers.
5. Brand image has partial mediating effect between timeliness and satisfaction for both Momo and Taobao customers.
6. For Momo customers, brand image has partial mediating effect between economic and satisfaction, while for Taobao customers, brand image serves as a full mediator.

網路資料
跨國電商物流產業深度報告(2021) http://www.jiangxiwuliu.com/html/wlxw/dsxw/2021/9337.html
經濟部主計處(2022) https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=9673
資策會產業情報研究所(2022) https://mic.iii.org.tw/news.aspx?id=621
經濟部(2023) https://www.moea.gov.tw/MNS/populace/news/News.aspx?kind=1&menu_id=40&news_id=113673
Fookexpress (2023) 臺灣電商及跨境電商的發展歷程. 福建福隆物流有限公司. https://www.fookexpress.com/taiwan-e-commerce-development/
Emarketer(2024) https://www.emarketer.com/content/worldwide-retail-ecommerce-forecast-2024
Momo官網 https://corp.Momo.com.tw/about/aboutMomo/
淘寶網 https://world.taobao.com/helper/?spm=a2141.241046tw.1581860523.1.41ca6f11jKCalb

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