A Study of Consumers’ Home Delivery Logistic Service–An Application of Conjoint Analysis

• Main Authors: WU, SHIN-JUNG, 吳炘蓉
• Other Authors: LIU, HSIN-WEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/7fvrvh

碩士 === 東吳大學 === 企業管理學系 === 106 === Thanks to well established home delivery network, E-commerce has been booming in Taiwan during recent years. Moreover, store pick-up services developed for B2C/C2C has seized the market of home delivery. Therefore, It is a critical task for all home delivery service companies to stand out from the crowd in the competitive Taiwan market. The study applies Conjoint analysis to explore customers’ preference of home delivery service. Based on the 342 usable questionnaires, the study divides interviewee into two segments, including business customers (B2B/B2C) and ultimate consumers (C2C). The results revealed that the preference of customers by product attributes in order is (1) Speed (2) Quality of service (3) Brand. The study uses Latent Class Logit Model to divide Business customers into two groups: “Brand quality sensitivity” and “Convenient speed orientation”; and to divide ultimate consumers into two groups too: “Brand speed Preference” and “Low level involvement”. The survey concluded that Speed is the Top priority for customers to choose a courier, and the second priority is the freshness and temperatures are maintained well during the whole delivery process. The choice preference of product attributes for all different groups may service as a guide for further research and new business/market study. While business customers are the foundation of T-Cat business, the study suggests that people can focus on the choice preference of business customers.