隨著疫情零接觸經濟興起，零售商經營型態興起以整合虛實通路滿足消費者購物體驗，其中「當日店取」模式為消費者當天線上下單後，待收到訂單備貨完成通知其後即可自由安排時間前往指定門市取貨，此一營運模式之優勢能提供消費者避免親臨選購之較長購買時間及等待排隊結帳時間。消費者建立訂單後至收到備貨完成通知之間所要等待之備貨前置時間為備貨時間窗，對零售商言則為完成訂單備貨所需之前置時間。然而，消費者可能因無法得知當日所欲前往之門市確切之備貨所需前置時間長短及面對缺貨的狀況而影響選擇當日店取意願。有鑒於此，零售商如何訂定當日店取之備貨時間窗及進貨量等服務決策使零售商當日店取獲得利潤最大化，於較低成本下提高消費者便利性及購物意願，是本研究希冀探討之研究課題。
本研究以供需互動關係構建零售商服務模式策略以得出研究時長內之利潤最大化。於需求面，本研究分析消費者選擇購物通路行為，以當日店取最低消費消費門檻、當日店取缺貨機率、當日店取備貨時間窗、親臨選購選購時間及親臨選購等待時間之購物通路屬性下透過問卷收集結果進行分析，了解購物通路屬性對消費者需求面之購物意願變化程度，以建構購物通路帶給消費者之效用函數及消費者選擇購物通路之機率，且分析整體購物消費者比例及消費者需求量； 於供給面，本研究透過解析性方法構建利潤最大化之模式，納入倉儲存放空間大小之限制及考量當日店取對消費者非計畫性購物之營收影響，且研究時程內所需之備貨店員數量。
透過敘述性偏好法設計問卷探討消費者購物通路選擇行為，從2021年2月9日至2021年3月9日止以網路問卷共回收121份有效問卷，將問卷結果數據以羅吉特模式校估屬性參數值構建效用函數。校估結果可得知研究所納入之購物通路屬性對消費者選擇行為都有顯著之影響。本研究以數組當日店取備貨時間窗及缺貨機率之服務置入所建構之數學模式，分析備貨時間窗以每分鐘為單位計算結果探討最適服務策略，針對範例結果之參數進行敏感度分析。研究結果中所納入之購物通路屬性對消費者選擇行為都有顯著之影響。而當日店取模式帶給消費者效用越高，營收增加相對零售商須給付之成本越高。於敏感度分析結果，當日店取模式提供之服務越佳，所得利潤正向影響越大。本研究期以供置入當日店取零售商給予實務性的參考價值及改善經營方式，提高消費者購物意願及增加零售商之利潤。

The study explores the retailer’s service strategy decision of same-day BOPIS with consideration of the demand-supply interaction. Construct model pursuing a maximized profit by analytical method. On the demand side, analyze consumer in choice of shopping channel behavior through questionnaires, and understand the variation degree of consumer shopping intentions in the attributes of the shopping channels. While on supply side, the limitation of the storage space size is included. In addition, study considers the impact of the same-day BOPIS on revenue of consumers’ impulse buying and the number of stocking staff required during the research schedule. The research results show that the attributes of shopping channels have a significant impact on consumer choice behavior. Besides the higher utility of service same-day BOPIS, the higher the profit maximization relative to the cost to be paid. Based on sensitivity analysis results, the better of same-day BOPIS service model, the greater the positive impact of profits. This study provides reference value for the retailer in same-day BOPIS to improve the business method, and to increase the willingness of same-day BOPIS consumers in purchase and the retailer's profit.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 3
第四節 研究流程 4
第二章 文獻回顧 5
第一節 門店自提及存貨之相關研究 5
第二節 消費者購物特性之相關研究 8
第三節 綜合解析 11
第三章 研究方法 13
第一節 研究架構 13
第二節 問題定義 15
第三節 消費者需求函數 15
第四節 零售商成本及營收函數 18
第五節 數學規劃模式 21
第四章 範例分析與敏感度分析 25
第一節 消費者購物通路選擇行為 25
第二節 範例說明及分析 32
第三節 最適結果 33
第四節 敏感度分析 38
第五章 結論與建議 45
第一節 結論 45
第二節 未來研究與建議 46
附錄 49
參考文獻 59

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