本研究旨在探討影響消費者選擇C2C物流公司之行為，並瞭解消費者對於選擇泰國和台灣物流公司之重要趨勢決定因素。第一階段的研究先調查第三方物流提供者，並搜尋相關重要趨勢的文獻，整理出決策合作層級架構之潛在重要因子。
本研究以問卷衡量決策層級架構的因素等級。共蒐集400份有效問卷，來自泰國和台灣的問卷各為200份。本研究採用分析層級程序法Analysis Hierarchy Process (AHP)，其用以計算三種物流等級在全球各地的要素權重，因此能夠更合理解釋泰國和台灣的物流業要素。
研究結果發現4項對於泰國物流業的關鍵性成功要素(KSFs)為「運價」、「準時交貨」、「服務質量」、「交貨期短」。台灣物流業的關鍵性成功要素則為「運價」、「服務質量」、「準時交貨」、「即時回應要求」。其中「運價」這項關鍵性成功要素對於兩國的重要性層級是相同的。因此泰國和台灣的C2C物流公司與物流業者可以參考本研究結果的關鍵成功要素(KSFs)。The purpose of this study aims to investigate the factors affecting the behavior of consumers for selecting the C2C Logistics companies and determines the factors which given a better comprehension of the importance trends in decision-making of selecting logistics provider in Thailand and Taiwan. The first step of this research is to investigate of important factor trends of C2C logistics provider and identify relevant factors from important factor trend by searching in the related literature. Then, we can arrange potentially factors cooperate with decision hierarchical structure. The levels of factors in decision hierarchical structure were determined by questionnaire survey. There are 400 valid samples, of which 200 samples belong to Thailand and 200 samples belong to Taiwan. In this research, we apply Analysis Hierarchy Process (AHP) method cooperated with the three ranking logic to calculate in the global weight for each factor. From the result of complete independent law, we can claim that the weight in each important factor seems to be more reasonable in both Thailand and Taiwan. Therefore, there are 4 KSFs in each country which in Thailand are: “transport price”, “on-time delivery”, “quality of service” and “short lead time”. While, Taiwan are: “transport price”, “quality of service”, “on-time delivery” and “prompt response to claim”. Interestingly, there is one of KSFs: “transport price” which is first rank and same rank of both countries as well. Thus, based on the result, we proposed these finding and reason for selecting KSFs to C2C logistics companies in both Thailand and Taiwan.摘 要 I
Abstract II
Table of Contents III
List of Table V
List of Figures VII
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 3
1.3 Research Objective and Research Questions 4
1.4 Research Process 5
Chapter 2 Literature Review 6
2.1. B2B 6
2.2. B2C 7
2.3. C2C 7
2.4. Defining Characteristics of C2C Logistics Companies 8
2.5 Empirical Key Factor List for C2C Logistics Companies Selection 10
Chapter 3 Research Methodology 21
3.1 AHP 21
3.1.1 Step of AHP 23
3.1.2 Strength of AHP 28
3.1.3 Weakness of AHP 29
3.2 The Three Ranking Logic to Calculate the Global Weights 30
3.2.1 Partial Inheritance Law 31
3.2.2 Complete Inheritance Law 32
3.2.3 Complete Independent Law 33
3.3 Establishment of The Research Model 33
3.3.1 Decision Hierarchy Model 34
Chapter 4 Data Analysis and Research Finding 37
4.1 Research Design 37
4.1.1 Questionnaire Design 37
4.1.2 Research Target 38
4.1.3. Population and Sample Size 39
4.1.4. Sample Collecting Method and Time Period 40
4.2 Data Analysis 41
4.2.1. Basic Information of the Subject in Model 41
4.2.2. The Eigen value, the Eigenvector, and the Consistency of Level 2 in Model 44
4.3 The Three Ranking Logic for Model 47
4.3.1 Partial Inheritance Law 47
4.3.2 Complete Inheritance Law 53
4.3.3 Complete Independent Law 56
4.4 Discussion-Model 59
4.4.1 Comparison of Three ranking Logic 59
4.5 Research Findings 75
4.5.1 The Finding and Reason for Selecting KSFs in Case of Thailand 75
4.5.2 The Finding and Reason for Selecting KSFs in Case of Taiwan 77
Chapter 5 Conclusion and Discussion 81
Reference 83
Appendix 9
