1、外文翻译原文HOWONLINEVENDORSSELECTPARCELDELIVERYCARRIERS（CHOOSE）MATERIALSOURCEHTTP/SEARCHEBSCOHOSTCOM/LOGINASPXDIRECTTRUE2FREIGHTRATES3SAFETY4SALESMANFACTOR5SERVICEANDCONVENIENCEAND6CARRIERCONSIDERATIONSBASEDONPREVIOUSSTUDIESBAKER19842CHOWANDPOIST19843LAMBERTETAL199316EVERSETAL1996,10CRUMANDALLEN19974EVER
2、SANDJOHNSON20009KENTETAL2001,15PERTAININGTOTHEATTRIBUTESSHIPPERSDEEMIMPORTANTWHENPURCHASINGATRANSPORTATIONSERVICEVOSSETAL200620IDENTIFIEDNINECARRIERCHOICECRITERIA,NAMELY1RATECHARGED2DELIVERYRELIABILITY3CARDERREPUTATION4EQUIPMENTAVAILABILITY5RESPONSE6BILLINGACCURACY7DRIVERQUALITY8COMPLAINTFOLLOWUPAND
3、9SECURITYMETHODOLOGYTHISSTUDYFOCUSESONTHECHOICEOFONLINEVENDORSAND,THEREFORE,ONLINESURVEYSANDONLINEDATACOLLECTIONAREAPPROPRIATERESPONDENTSWEREREACHEDVIAEMAILNOTIFICATIONANDASKEDTOCOMPLETETHESELFADMINISTEREDQUESTIONNAIRETHATWASPLACEDONTWOWEBSITES,ONEOFWHICHISFORUSVENDORSANDTHEOTHERFORTAIWANESEVENDORSW
4、ILSON1999CITEDINBABBIE,2007POINTSOUTTHATSOMEPOPULATIONSAREIDEALLYSUITEDTOONLINESURVEYSSPECIFICALLY,THOSEWHOVISITAPARTICULARWEBSITEAQUESTIONNAIREWASPLACEDONTHESURVEYMONKEYHTTP/WWWSURVEYMONKEYCOM/ANDMY3QWEBSITEHTTP/WWWMY3QCOM/BETWEENDECEMBER2007ANDJUNE2008ITCONTAINEDTHIRTYSEVENSELECTIONATTRIBUTESTABLE
5、1IDENTIFIEDFROMPREVIOUSLOGISTICSANDTRANSPORTATIONSTUDIESONMODE/CARRIERSELECTION,WHICHWEREMEASUREDUSINGALIVEPOINTLIKENSCALE1NOTIMPORTANT2NOTTHATIMPORTANT3SOMEWHATIMPORTANT4IMPORTANT5VERYIMPORTANTRESPONDENTSWEREASKEDTOMEASURETHEIMPORTANCEOFEACHATTRIBUTEWHENTHEYSELECTEDTHEIRCARRIERSTABLE1ATTRIBUTESUSED
6、TOSELECTCARRIERS1TIDYAPPEARANCEOFVEHICLEOPERATORS2COURTESYOFVEHICLEOPERATORS3QUALITYOFDISPATCHPERSONNELHONESTY4CARRIERPASTPERFORMANCE5FREIGHTDAMAGEEXPERIENCEWITHACARRIER6FREIGHTLOSSEXPERIENCEWITHACARRIER7CARRIERASSISTANCEINOBTAININGRATE8FLEXIBILITYINFREIGHTRATE9COMPETITIVEFREIGHTRATES10ACCURATEBILLI
7、NG11CARRIERABILITYTOQUICKLYTRACESHIPMENTS12PROMPTACTIONONCOMPLAINTSRELATEDTOCARRIERSSERVICE13CARRIERRESPONSEINUNEXPECTEDSITUATION14ONTIMEPARCELCOLLECTION15DELIVERYTIMEOPTIONDESIGNATEDBYSHIPPERS16RELIABILITYOFONTIMEDELIVERY17NOTIFYTHESENDEROFSHIPMENTDELIVERYTIME18PACKAGEMATERIAL19AVAILABILITYOFCARRIE
8、REQUIPMENT20SERVICEFLEXIBILITYCANMATCHCUSTOMERSNEEDS21COOPERATIONBETWEENCARRIERANDSHIPPER22CLOSEPROXIMITYOFCARRIEROFFICESTOTHESHIPPER23GEOGRAPHICCOVERAGEOFCARRIERS24CONVENIENTWAYOFPAYMENT25SALESREPSWITHPHONES26WEEKENDDELIVERYSERVICE续表127GOODSTORECEIVABLES28DIVERSIFIEDSERVICE29GIFT/GRATUITIESOFFEREDB
9、YCARRIERS30ADVERTISINGINTHEPUBLICMEDIA31SPONSORFORPUBLICWELFARE32RECOMMENDATIONSOFEMPLOYEES33SECURITY34CARRIERSHAVESATISFACTORYINSURANCECOVERAGE35CARRIERREPUTATIONFORDEPENDABILITY36WILLINGNESSTOCONTINUEIMPROVEMENT37OPERATIONALMANAGEMENTCAPABILITYTHEANALYSISOFDATAISDONEINTWOSTAGESFIRST,THIRTYSEVENSEL
10、ECTIONATTRIBUTESAREFACTORANALYZED,BYFACTORINGTHEPRINCIPLECOMPONENTSWITHAVARIMAXROTATIONPROCEDURETOIDENTIFYTHEUNDERLYINGDIMENSIONSOFATTRIBUTESCONSIDEREDBYONLINEVENDORSWHENSELECTINGCARRIERSALLFACTORSDIMENSIONSHADANEIGENVALUEGREATERTHAN1ANDONLYFACTORLOADINGSGREATERTHAN05AREINCLUDEDINEACHFACTORGROUPINGT
11、HIRTYFOURATTRIBUTESMETTHE05CUTOFFPOINTANDAREINCLUDEDINSUBSEQUENTANALYSISCRONBACHSALPHAISUSEDTOGENERATETHERELIABILITYOFTHEIDENTIFIEDSELECTIONFACTORSTABLE4TABLE4FACTORANALYSISOFATTRIBUTESINFLUENCINGONLINESHIPPERSSELECTIONOFCARRIERSFACTORLOADINGSEIGENVALUEVARIANCEEXPLAINEDARELIABILITYBFACTOR1_ONTIME,TR
12、ACKING,AND_QUICKRESPONSE113853450008667CARRIERABILITYTOQUICKLYTRACESHIPMENTS0757PROMPTACTIONONCOMPLAINTSRELATEDTOCARRIERSSERVICE0749CARRIERRESPONSEINUNEXPECTEDSITUATION0627ONTIMEPARCELCOLLECTION0611DELIVERYTIMEOPTIONDESIGNATEDBYSHIPPERS0594RELIABILITYOFONTIMEDELIVERY0570NOTIFYTHESENDEROFSHIPMENTDELI
13、VERYLIME0501FACTOR2FARERATEANDFREIGHTLOSS2775841008296COMPETITIVEFREIGHTRATES0693FLEXIBILITYINFREIGHTRATE0,658CARRIERASSISTANCEINOBTAININGRATE0632续表2FREIGHTLOSSEXPERIENCEWITHACARRIER0609ACCURATEBILLING0589FREIGHTDAMAGEEXPERIENCEWITHACARRIER0555FACTOR3SECURITYANDREPUTATION1833555408613SECURITY0771CAR
14、RIERREPUTATIONFORDEPENDABILITY0770CARRIERSHAVESATISFACTORYINSURANCECOVERAGE0715WILLINGNESSTOCONTINUEIMPROVEMENT0629OPERATIONALMANAGEMENTCAPABILITY0573FACTOR4EQUIPMENT,PACKAGE,AND_FLEXIBLESERVICE1584479908190AVAILABILITYOFCARRIEREQUIPMENT0777PACKAGEMATERIAL0727SERVICEFLEXIBILITYCANMATCHCUSTOMERSNEEDS
15、0695COOPERATIONBETWEENCARRIERANDSHIPPER0647FACTOR5PROMOTIONANDRECOMMENDATION1272385508293ADVERTISINGINTHEPUBLICMEDIA0821SPONSORFORPUBLICWELFARE0817GIFT/GRATUITIESOFFEREDBYCARRIERS0796RECOMMENDATIONSOFEMPLOYEES0621FACTOR6PERSONNELCOURTESYANDQUALITY1188360007558COURTESYOFVEHICLEOPERATORS0794QUALITYOFD
16、ISPATCHPERSONNELHONESTY0689TIDYAPPEARANCEOFVEBICLEOPERATORS0677FACTOR7DIVERSIFIEDSERVICE1062321707809WEEKENDDELIVERYSERVICE0774GOODSTORECEIVABLES0632DIVERSIFIEDSERVICE0560SALESREPSWITHPHONES0553ATOTALVARIANCEEXPLAINED6394BCRONBACHSALPHAANALYSISANDRESULTSFACTORANALYSISOFTHEULTIMATETHIRTYFOURCARRIERSE
17、LECTIONCRITERIARESULTEDINSEVENFACTORGROUPINGS,WHICHEXPLAINED6394PERCENTOFTHESELECTIONVARIANCEMOSTOFTHEFACTORLOADINGSWEREGREATERTHAN060,INDICATINGAGOODCORRELATIONBETWEENTHESELECTIONCRITERIAANDTHEFACTORGROUPINGTOWHICHTHEYBELONGEDALLSEVENFACTORSHADACRONBACHSALPHACOEFFICIENTOFMORETHAN075,RANGINGFROM0755
18、8TO08667EACHFACTORWASNAMEDACCORDINGTOTHEHIGHERLOADINGSANDCOMMONCHARACTERISTICSOFINCLUDEDVARIABLESTHESEFACTORSWERELATERUSEDTOIDENTIFYWHETHERCARRIERSSHOULDPLACEMOSTEMPHASISONATTRACTINGMOREONLINEVENDORSANDEXPANDINGTHEIRMARKETSHAREOFTHEONLINEMARKETFACTOR1ISLABELLEDONTIME,TRACKING,ANDQUICKRESPONSE“ANDHAD
19、SEVENSELECTIONATTRIBUTESATTACHED,NAMELYCARRIERABILITYTOQUICKLYTRACESHIPMENTS,PROMPTACTIONONCOMPLAINTSRELATEDTOCARRIERSSERVICE,CARRIERRESPONSEINUNEXPECTEDSITUATION,ONTIMEPARCELCOLLECTION,DELIVERYTIMEOPTIONDESIGNATEDBYVENDORS,RELIABILITYOFONTIMEDELIVERY,ANDNOTIFYTHESENDEROFSHIPMENTDELIVERYTIMEITEXPLAI
20、NED345PERCENTOFTHEVARIANCEANDHADARELIABILITYCOEFFICIENTOF08667FACTOR2ISLABELLED“FARERATEANDFREIGHTLOSS“ANDEXPLAINED841PERCENTOFTHEVARIANCE,EXHIBITINGARELIABILITYCOEFFICIENTOF08296ITHADSIXSELECTIONATTRIBUTESATTACHED,NAMELYCOMPETITIVEFREIGHTRATE,FLEXIBILITYINFREIGHTRATE,CARRIERASSISTANCEINOBTAININGRAT
21、E,FREIGHTLOSSEXPERIENCEWITHACARRIER,ACCURATEBILLING,ANDFREIGHTDAMAGEEXPERIENCEWITHACARRIERFACTOR3ISLABELLED“SECURITYANDREPUTATION“DUETOTHEFIVEATTRIBUTESATTACHED,NAMELYSECURITY,CARRIERREPUTATIONFORDEPENDABILITY,CARRIERSHAVESATISFACTORYINSURANCECOVERAGE,WILLINGNESSTOCONTINUEIMPROVEMENT,ANDOPERATIONALM
22、ANAGEMENTCAPABILITYTHISFACTOREXPLAINED5554PERCENTOFTHEVARIANCEANDHADARELIABILITYCOEFFICIENTOF08613FACTOR4ISLABELLED“EQUIPMENT,PACKAGE,ANDFLEXIBLESERVICE“ANDEXPLAINED4799PERCENTOFTHEVARIANCE,WITHARELIABILITYCOEFFICIENTOF0819ITHADFOURSELECTIONATTRIBUTESATTACHED,NAMELYAVAILABILITYOFCARRIEREQUIPMENT,PAC
23、KAGEMATERIAL,SERVICEFLEXIBILITYCANMATCHCUSTOMERSNEEDS,ANDCOOPERATIONBETWEENCARRIERANDVENDORFACTOR5ISLABELLED“PROMOTIONANDRECOMMENDATION“ANDEXPLAINED3855PERCENTOFTHEVARIANCEWITHARELIABILITYCOEFFICIENTOF08293ITHADFOURSELECTIONATTRIBUTESATTACHED,NAMELYADVERTISINGINTHEPUBLICMEDIA,SPONSORFORPUBLICWELFARE
24、,GIFT/GRATUITIESOFFEREDBYCARRIERS,ANDRECOMMENDATIONOFEMPLOYEESFACTOR6ISLABELLED“PERSONNELCOURTESYANDQUALITY“ANDHADTHREEATTRIBUTESCOURTESYOFVEHICLEOPERATORS,QUALITYOFDISPATCHPERSONNELHONESTY,ANDTIDYAPPEARANCEOFVEHICLEOPERATORSITEXPLAINED36PERCENTOFTHEVARIANCEANDHADARELIABILITYCOEFFICIENTOF07558FINALL
25、Y,FACTOR7ISLABELLED“DIVERSIFIEDSERVICE“ANDHADFOURSELECTIONATTRIBUTESATTACHEDWEEKENDDELIVERYSERVICE,GOODSTORECEIVABLES,DIVERSIFIEDSERVICE,ANDSALESREPSWITHPHONESTHISFACTOREXPLAINED3217PERCENTOFTHEVARIANCEANDHADARELIABILITYCOEFFICIENTOF07809THESECONDSTAGEOFTHEANALYSISOFDATAHADANALYSISOFVARIANCEAPPLIEDT
26、OTHERESULTINGSELECTIONFACTORSTODETERMINETHEIRSIGNIFICANCEFORTHEECOMMERCEBUSINESSMODELVARIABLETABLE7,THESHIPMENTFREQUENCYVARIABLETABLE8,ANDTHEAVERAGEMONETARYTRANSACTIONVARIABLETABLE9ASIGNIFICANTDIFFERENCEWASFOUNDBETWEENB2CANDC2CVENDORSWITHREGARDTOTHEFOLLOWINGFOURFACTORS“ONLIME,TRACKING,ANDQUICKRESPON
27、SE,“FARERATEANDFREIGHTLOSS,“SECURITYANDREPUTATION“AND“DIVERSIFIEDSERVICE“THERESULTSINTABLE7SHOWTHATB2CVENDORSRATEDTHESEFOURFACTORSSIGNIFICANTLYMOREIMPORTANTTHANC2CVENDORSDIDFAHLE7DIFFERENCEBETWEENFACTORIMPORTANCEBASEDONECOMMERCEBUSINESSMODELVARIABLEIECOMMERCEBUSINESSMODELB2C522C2C478FRATIOPVALUEONTI
28、ME,TRACKING,ANDQUICKRESPONSE44142846110032FARERATEANDFREIGHTLOSS437417100030002SECURITYANDREPUTATION42641143530038EQUIPMENT,PACKAGE,ANDFLEXIBLESERVICE39538809400333PROMOTIONANDRECOMMENDATION30830600630802PERSONNELCOURTESYANDQUALITY40839531350077DIVERSIFIEDSERVICE38937350230026INOTERESPONDENTSWEREASK
29、EDTOINDICATETHEIMPORTANCEOFFACTORSFORTHEIRCARRIER1NOTSELECTIONIMPORTANT2NOTTHATIMPORTANT3SOMEWHATIMPORTANT4IMPORTANT5VERYIMPORTANTSIGNIFICANTATTHE005LEVELSIGNIFICANTATTHE001LEVELTABLE8INDICATESTHATANOVARESULTSINTHESHIPMENTFREQUENCYGROUPWEREPRONETOVARIATIONWITHRESPECTTOTHREEOFTHESEVENFACTORS,NAMELY,“
30、ONTIME,TRACKING,ANDQUICKRESPONSE,“FARERATEANDFREIGHTLOSS,“AND“DIVERSIFIEDSERVICE“THE31OVERSHIPMENTFREQUENCYGROUPRATEDTHE“ONTIME,TRACKING,ANDQUICKRESPONSE,“FARERATEANDFREIGHTLOSS“AND“DIVERSIFIEDSERVICE“FACTORSSIGNIFICANTLYMOREIMPORTANTTHANTHE010SHIPMENTFREQUENCYGROUPDIDFURTHER,THE31OVERGROUPRATEDTHE“
31、DIVERSIFIEDSERVICE“FACTORSIGNIFICANTLYMOREIMPORTANTTHANTHE2130SHIPMENTGROUPDIDTHE1120GROUPRATEDTHE“FARERATEANDFREIGHTLOSS“FACTORMOREIMPORTANTTHANTHE010GROUPDIDTABLE8DIFFERENCEBETWEENFACTORIMPORTANCEBASEDONSBIPMENTFREQUENCYVARIABLEIISHIPMENTFREQUENCYPERMONTH010533112015621309731214FRATIOPVALUESCHEFFE
32、ONTIME,TRACKING,AND_QUICKRESPONSE425A439438454B44820004A,BFARERATEANDFREIGHTLOSS415A443C432447B68970000A,BB,CA,BB,CSECURITYANDREPUTATION41142641843321150093N/AEQUIPMENT,PACKAGE,ANDFLEXIBLESERVICE38740938539416790171N/APROMOTIONANDRECOMMENDATION29831030532625410056N/APERSONNELCOURTESYANDQUALITY393405
33、40342231790024N/ADIVERSIFIEDSERVICE366A390374D417B104150000ABBDA,BB,DIINOTERESPONDENTSWEREASKEDTOINDICATETHEIMPORTANCEOFFACTORSFORTHEIRCATRIERSELECTION1NOTIMPORTANT2NOTTHATIMPORTANT3SOMEWHATIMPORTANL4IMPORTANT5VERYIMPORTANTSIGNIFICANTATTHE005LEVELJUOJULSIGNITLCANLATTHE001LEVELMEANSWITHLETTERSSIGNIFI
34、CANTLYDIFFEREDASFORTHEAVERAGEMONETARYTRANSACTIONS,TABLE9SHOWSTHATVARIANCECLUSTEREDAROUNDFIVEOFTHESEVENFACTORS,NAMELY“ONTIME,TRACKING,ANDQUICKRESPONSE,“SECURITYANDREPUTATION“EQUIPMENT,PACKAGE,ANDFLEXIBLESERVICE,“PERSONNELCOURTESYANDQUALITY,“AND“DIVERSIFIEDSERVICE“RESPONDENTSINTHE308999GROUPRATED“ONTI
35、ME,TRACKING,ANDQUICKRESPONSE“SIGNIFICANTLYMOREIMPORTANTTHANTHEUNDER2999GROUPDID,ANDTHE9014999GROUPRATED“DIVERSIFIEDSERVICE“MOREIMPORTANTTHAN2999GROUPDIDTABLE9DIFFERENCEBETWEENFACTORIMPORTANCEBASEDONAVERAGEMONETARYTRANSACTIONVARIABLEIIIMONEYPERTRANSACTIONUS29994673089993799014999711502999941300141514
36、999930121500OVER12FRATIOPVALUEONTIME,TRACKING,ANDQUICKRESPONSE421A444B45644244846635120004FARERATEANDFREIGHTLOSS41943243844444647319430086SECURITYANDREPUTATION40842144344045547229450013EQUIPMENT,PACKAGE,ANDFLEXIBLESERVICE38539241540041943016210153PROMOTIONANDRECOMMENDATION29631133129934436024320034P
37、ERSONNELCOURTESYANDQUALITY38741341044640344037100003DIVERSIFIEDSERVICE367A392423B36339243046410000IIINOTERESPONDENTSWEREASKEDLOINDICATETHEIMPORTANCEOFFACTORSFORTHEIRCARRIERSELECTION1NOTIMPORTANT2NOTTHATIMPORTANT3SOMEWHATIMPORTANT4IMPORTANT,5VERYIMPORTANTSIGNIFICANTATTHE005LEVELSIGNIFICANTATTHEOOILEV
38、ELMEANSWITHLETTERSSIGNIFICANTLYDIFFEREDDISCUSSIONANDCONCLUSIONTHISSTUDYHASIDENTIFIEDSEVENDISTINCTFACTORSDIMENSIONSTHATONLINEVENDORSCONSIDERIMPORTANTWHENSELECTINGCARRIERS,NAMELY“ONTIME,TRACKING,ANDQUICKRESPONSE“FARERATEANDFREIGHTLOSS“SECURITYANDREPUTATION“PROFESSIONALANDFLEXIBLESERVICE“EQUIPMENT,PACK
39、AGE,ANDFLEXIBLESERVICE“PERSONNELCOURTESYANDQUALITY“AND“DIVERSIFIEDSERVICE“FORTHEIRPART,ONLINEVENDORSRATEDTHEFIRSTTWO,“ONTIME,TRACKING,ANDQUICKRESPONSE“AND“FARERATEANDFREIGHTLOSS,“TILEMOSTIMPORTANTTHUS,IFCARRIERSARETOATTRACTMOREONLINEVENDORSTHEYWILLSELLTHEIRSERVICESANDINCREASETHEIRONLINEMARKETSHAREBY
40、PLACINGEMPHASISONTHESERESULTSALSOINDICATEDTHATSIGNIFICANTRELATIONSHIPSEXISTEDBETWEENTHESEVENSELECTIONFACTORSANDTHETHREESETSOFVARIABLESTHEECOMMERCEBUSINESSMODEL,THEAVERAGEMONETARYTRANSACTION,ANDSHIPMENTFREQUENCYTHERESULTSOFTHISSTUDYPROVIDECARRIERSWITHSOMERELIABLEMANAGERIALREFERENCETOOLSTOADVANCEBOTHI
41、NDUSTRYANDACADEMICUNDERSTANDINGOFTHEKEYFACTORSAFFECTINGONLINEVENDORSSELECTIONOFCARRIERSALTHOUGHTAIWANSONLINESHOPPINGMARKETHASENORMOUSGROWTHPOTENTIAL,ITACCOUNTSFORONLY31PERCENTOFTHEDOMESTICRETAILSECTORONNOVEMBER29,2007,PRESIDENTCHAINSTORECORP,TAIWANSLARGESTCONVENIENCECHAINWITH4,6007ELEVENOUTLETS,SIGN
42、EDAUS563MILLIONAGREEMENTWITHRAKUTENINC,ONEOFTHELARGESTONLINESHOPPINGMALLOPERATORSINJAPAN,TOCREATEANONLINESHOPPINGVENTUREINTAIWANBYTURNING7ELEVENSHOPSINTOPAYMENTANDPICKUPPOINTSFORINTERNETSHOPPERS,THISAGREEMENTTYPIFIESTHEDISTRIBUTIONSERVICEOPPORTUNITIESTHATONLINETRANSACTIONSWILLBRINGINTHEFUTUREATTHESA
43、METIME,THISAGREEMENTDEMONSTRATESTHATINTHECURRENTHIGHFUELCOSTENVIRONMENT,3PL/LOGISTICSANDTRANSPORTATIONCOMPANIESARENOWONBOARDWITHMETHODSFORMAKINGECONOMIES,ESPECIALLYINWHATCLIENTSSPENDONTRANSPORTATIONPARCELDELIVERYCARRIERSWISHINGTOHARNESSCHANGEANDSTILLPROVIDECOSTEFFECTIVESERVICESFORADIFFERENTTIMEPERIO
44、DTOACHIEVEASUSTAINABLECOMPETITIVEADVANTAGEMAYFINDVALUEINTHISSYSTEMATICMETHODTOCONDUCTREPLICATIONRESEARCHINTHEFUTURE译文在线供应商如何选择包裹速递公司（节选）资料来源HTTP/SEARCHEBSCOHOSTCOM/LOGINASPXDIRECTTRUEDBBUHAN43913246LANGZHCNSITEBSILIVE作者PEICHUNLINANDCHIAHUILEE摘要本研究探讨了在线供应商依据什么标准选择包裹速递公司，并对两者所建立与维系的互惠互利的合作伙伴关系实施了调查。我们
45、按照物流运输文献中的描述确定了选择属性，并根据其对在线供应商的影响进行了分组，从而确定了与快递公司选择相关的七个因子，其中最重要的两个因子是“准时、跟踪和快速反应”以及“运费率和运费损失”。这些因子与电子商务运作模式、平均货币交易量和货运频率之间极大程度的相互渗透是可辨别的。在线交易通过某一分销服务进行回复，该分销服务确保实物送达指定消费者的手中。由于服务需求会随着时间而波动，因此在先前研究中确定的选择属性仅在有限的范围内可行。不断扩大的网络市场将提供更多的分销服务机会，这使得影响在线供应商选择快递公司的关键因子必需经得起实践经验的检验。据最新的一项估计显示，目前全球有694亿网民。价格低廉、
46、购物便捷且产品种类繁多无疑是网上购物的主要竞争优势。因特网已成为商品和服务无国界交换的场所。但是，沉浸在网上购物便捷性的同时，一些因特网用户很担心其财务信息的安全性（雪利2008，19）。繁荣的快递服务环境与发达的电子商务领域是息息相关、相辅相成的。由于快递市场竞争激烈、着眼于全球，因此在线供应商应以客户满意的物流速度对寄送给消费者的商品根据优先顺序进行安排。本文试图通过解答以下两个相互关联的问题，从而在上述流程中发挥其建设性作用。1影响在线供应商选择快递公司的主要因子是什么2这些主要因子会因企业对消费者（B2C）及消费者对消费者（C2C）供应商的不同而有所不同吗网上购物流程图1演示了网上购物
47、流程。消费者可通过登录某一公司的网站或在线拍卖网站查看商品图片和描述后进行订货。网上购物主要通过信用卡进行付款。付款时，调制解调器将交易详情发送到某一金融机构，假设消费者信用卡内尚有足够的余额，便可以瞬间完成支付。接着，该公司应委托某个快递公司将售出的商品寄送出去，使消费者能够在规定的时间内收到商品。图1网上购物的流程分销服务的特征几位研究人员一直试图确定这些因子及其相对重要性，以帮助货运主管评估选择快递公司的参照标准。为此，DING等人（2005，6）开发了一种模糊的快递服务供应商多标准选择模式。六个评价标准分别为（1）速度和可靠性；（2）运费率；（3）安全性（4）推销员因子；（5）服务和便
48、利性；（6）快递公司注意事项。根据以往对托运人在选择快递服务时认为需考虑的重要属性的研究（BAKER1984，2；CHOW和POIST1984，3；LAMBERT等人1993，16；EVERS等人1996年，10；CRUM和ALLEN1997，4；EVERS和JOHNSON2000，9；KENT等人2001年，15），VOSS等人（2006，20）确定了9个运营商选择标准，即（1）收费率；（2）交货可靠性；（3）派送员信誉；（4）设备可用性；（5）回应；（6）计费准确性；（7）驾驶员素质；（8）投诉跟进；（9）安全性。方法论本研究重点介绍对在线供应商的选择，需进行在线调查和收集在线数据。通过发
49、送电子邮件的方式邀请受访者完成在两个网站上设计的一份自填式问卷，这两个网站分别针对美国供应商和台湾供应商。WILSON（1999，引自BABBIE，2007）指出，对某些人群非常适合网上调查，具体指那些访问某一特定网站的人群。2007年12月至2008年6月期间，SURVEYMONKEY（HTTP/WWWSURVEYMONKEYCOM/）和MY3Q（HTTP/WWWMY3QCOM/）网站上均设有一份问卷，内容包括先前对模式/快递公司选择的物流和运输研究中所得出的37项选择属性（表1），测算方法为活点李克特式量表（1不重要；2不那么重要；3略显重要；4重要；5非常重要）。要求受访者在选择快递公司时衡量每个属性的重要性。表1快递公司选择属性1车辆驾驶员外表整洁2车辆驾驶员服务态度礼貌3派送人员的素质诚实4快递公司的过往表现5快递公司货损经历6快递公司运费损失经历7快递公司在获取运费率上提供的帮助8运费率灵活性9竞争性运费率10账单准确性11快递公司快速跟踪运货的能力12根据客户对快递公司服务的投诉进行及时处理13快递公司应对意外突发情况的能力14包裹领取准时性15托运人指定的交付时间选择16准时交付可靠性17通知发货人运货交付时间18包装材料19快递公司设备条件20服务灵活性
