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研究生:黃光瑞
研究生(外文):Hwang, Guand-Ruey
論文名稱:網路購物與傳統購物之零售商店區位選擇研究
論文名稱(外文):The decision making of placing a store will be based on traditional shopping and teleshopping
指導教授:凌瑞賢凌瑞賢引用關係
指導教授(外文):Ling Ruey-Shyang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:交通管理(科學)學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:1997
畢業學年度:85
語文別:中文
論文頁數:118
中文關鍵詞:區位網路購物
外文關鍵詞:locationteleshopping
相關次數:
  • 被引用被引用:11
  • 點閱點閱:408
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
近年來由於商業活動蓬勃發展,使得廠商利用各種手段來拓展他們的商業
市場,而商店區位 之選擇是其中一項相當重要的手段,商店區位選擇正確
能提高商品的銷售量;反之,則使得商品乏人問津.隨著科技文明的日新月
異,人與人之間的距離逐漸縮短,傳播資訊與網路相結合的應用,逐漸影響
消費者的購物型態,網路購物的興起克服了消費者與商店之間的空間距離
,使得消費空間因此得以無限延伸.
所謂傳統購物,就是消費者必須克服空間距離而到達商店從事消費行為;而
網路購物,則是消費者訂購貨物後由廠商負擔運輸費用而將商品送到消費
者手中.以往廠商對於商店區位的選擇,大多以傳統購物型態來考量,本研
究擬針對網路購物型態的消費行為,來考量商店區位的決定,並與傳統購物
型態商店區位的選擇相互比較,探討兩種不同購物型態對於商店區位選 擇
的差異.
本研究採用多項羅吉特模式來構建商店選擇機率模式,並以"試誤法"方式
利用SAS統計軟體 進行非線性迴歸分析來校估模式參數值.傳統購物型態
之商店設置區位由商店的市場佔有率來衡量;而網路購物型態則由商店選
擇機率模式求出消費需求量,再依據消費需求量求出送 貨運輸成本,由運
輸成本來衡量商店設置區位.
本研究是以高雄市區內現有比薩店做為實證研究對象,所得結果可提供比
薩店廠商做為新增商店最佳設置區位的選擇參考.此外,並提供其他廠商在
未來網路購物型態下,如何選擇最佳商店設置區位的一種方法.
Regrading to the active development within the field of commerce
in these past few years, manufactures have figured all kinds of
methods to enlarge their mar-kets, and dertermining the
locations of the stores is one of them. To start a store on the
appropriate region can raise the selling amounts of the goods,
butat the same time, wrong locations can turn the goods into
nothing. The combin- ation of media and computer techniques has
changed the way customers shop today.Doing the teleshopping not
only offers all kinds of oppoutunities, but also open a brand
new area of purchasing.
What is so called traditional shopping is simply when the
customers have to go from store to store;and the teleshopping is
that customers can order from theirown computers and the goods
will be delivered. The manafactures used to deter- mine the
locations of the stores by considering the traditional shopping
style.But in this paper, the decision making of placing a store
will be based on whatthey called teleshopping. By comparing
these two majors ways os purchasing, we can see the differences
of how they decide where the stores should be placed. The
Multinomail Logit Model(MLM) is used in this research to compose
the Pro- bability Model of the stores. Non Linear Regression
Analysis is done by using Try and Error Method in order to
estimate the Parameter Value, and all the works are done on
the Statistical Software(SAS). Locations of the traditional
shopping stores are measured by the market share. And as for
teleshopping, demands of the markets will be figured out by
using Probability Model of the stores, and then the costs of
delivery, which is used to determine the store'' locations, will
be calculated based on the demands of the markets.
The survey objects in this research are the pizza stores which
are located in Kaohsiung area now. The result of this research
can be considered as a guide- line for a new opening pizza
store. Also, it could be useful for the manufac- turers to make
the best decision on placing their stores regards to the change
of shopping style.
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