电子商务与物流因素的敏感度分析-PIM-PanyapiwatInstituteof.PDFVIP

电子商务与物流因素的敏感度分析 正大管理学院国际学院 尚鸿雁 何荣良 叶晓梅 Sensitivity Analysis of E-commerce and Logistics Factors International college, Panyapiwat Institute of Management Hongyan Shang, Pak Thaldumrong, Tansiny Lertsiriworapong 摘要 本文基于泰国 CP All 大众有限公司 S 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，针对泰国网购消费者进行调查分析。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。运用此结果借以掌握消费者对于物流情况的感 知，把握消费者网购选择物流的规律性，对CP ALL 大众有限公司制定电子商务营销策略等具有一 定的现实意义。 关键词：电子商务 物流时间 物流费用 物流方式 敏感度 Abstract This is a case study of CP All Public Company Limited’s on ecommerce and logistic. Using logistic factors comprising of cost and time as dependent variable, the study conducts the 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 p