EXPLORING THE CHOICE BEHAVIOR ON THE RETAILING DELIVERY PROVIDER FOR ONLINE AUCTION CONSUMERS

The development of e-commerce is an efficient business model that enables new relationships between consumers and suppliers. In particular, the online auction market is growing between 50% and 60% and, obviously, becoming a noticeable market. However, how to deliver goods to customers has become one of the challenges for sellers. In Taiwan, convenience stores have integrated e-commerce with the logistics system of convenience stores to a new retail delivery model: “Online shopping in an electronic store and pick-up goods in a convenience store”. In this article, we combine CFA with binary logit model to incorporate logistics service quality into the choice model to understand the choice behavior of the online auction consumers and the factors that will affect the choices for retailer delivery providers. The empirical results demonstrated that information quality and convenience are key factors that impact consumers’ choice of RD providers.