电子商务与物流因素的敏感度分析 —Shopat7.com案例研究

บทคัดย่อ

          泰国电子商务正在逐步的增长，本文基于泰国CP All 大众有限公司Shopat7.com电子商务业务，选取物流因素(物流中运输时间和运输费用两个因素)作为基础，针对泰国Shopat7.com 顾客进行网上调查。旨在研究1）参与电子商务网购客户的各种变量（产品类别、年龄、性别、收入、住址）与物流因素的关系2）各种变量与物流时间和费用的敏感度测试。运用定量研究方法，通过相关性分析、敏感度分析等研究，得出结论：（1）物流因素的选择与年龄与住址有密切的联系；（2）各变量因素之间与运输时间敏感程度有不同，其中婴儿用品/玩具和营养食品、6-24岁的消费者、高收入的消费者、曼谷市区的消费者对于物流时间较为敏感；（3）家居用品、6-24岁的消费者、女性消费者、高收入消费者、曼谷市区的消费者对于物流费用比较敏感。通过此结果可以清晰地掌握消费者对于物流情况的感知，以及消费者在网购过程中对于物流时间与价格的选择，并对CP ALL 大众有限公司附属Shopat7.com电子商务营销发展等具有一定的实践意义。

          With the growing of ecommerce in Thailand, this is a case study of CP All Public Company Limited’s shopat7.com on ecommerce and logistic. Using logistic factors comprising of cost and time as dependent variable, the study conducts the online survey on the company’s customers. The objective is to find out 1) the relationship between dependent variables and independent variables (i.e. type of product, customer age, gender, income and home location), and 2) the sensitivity analysis of above variables on logistic cost and time. This is a quantitative study focusing on correlation and sensitivity analysis. The results reveal that 1) logistic factor is related to customer age and home location, 2) infant products/toys and supplements, 6-24 year-old customers, high income customers, and customers with home location in Bangkok are sensitive to logistic time, and 3) home décor items, 6-24 year-old customers, female customers, high income customers, and customers with home location in Bangkok are sensitive to logistic cost. The results will help business operation to better understand customer perception on logistic, and provide insight for development of responsive strategy for the Shopat7.com.