隨著電子商務的快速發展，許多網路零售商開始擴展其實體通路，以提供更全面的購物體驗。以往，線上零售商在擴展實體通路時，會依賴現有的實體通路或宅配到府的模式，但Shopee的做法不同，Shopee並非依賴現有的實體通路，而是開設新的實體通路「蝦皮店到店」，而且是以便利商店的概念來設立。本文以 Shopee 和 7-Eleven 為例，探討線上零售商採用類似便利商店的模式開設自營實體取貨點，從而降低物流成本並吸引更多消費者。

本文基於消費者的取貨便利性和運費角度，建立了一個新模型，評估這一策略的優勢，並分析顯著性思維對此策略的影響。研究結果顯示，當消費者顯著性思維較強時，他們更傾向於選擇便利的取貨點，從而對線上零售商的跨通路策略有顯著影響。本研究為線上零售商在競爭激烈的市場中，如何平衡成本和便利性，並精準針對消費者需求，提供了寶貴的策略建議。

With the rapid development of e-commerce, many online based retailers have started expanding their offline channels to provide a more comprehensive shopping experience. Traditionally, online retailers have relied on existing physical channels or home delivery models when expanding offline. This paper uses Shopee and 7-Eleven as case studies to explore Shopee’s strategy of opening self-operated physical pickup points, similar to convenience stores, rather than relying on existing physical channels.

This approach aims to reduce logistics costs and attract more consumers. From the perspectives of quality and price, this paper establishes a new model to evaluate the benefits of this strategy and analyzes the impact of salient thinking on it. The findings indicate that when consumers have strong salient thinking, they are more likely to choose convenient pickup points, significantly influencing the cross-channel strategy of online-based retailers. This study provides valuable strategic recommendations for online retailers on how to balance cost and quality and precisely target consumer needs in a highly competitive market.

論文審定書 i
摘要 ii
Abstract iii
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 8
Chapter 2 Literature Review 10
2.1 Multi-channel and Omni-channel Retailer 10
O2O and BOPS Business Model 13
Physical Retailers Expanding Online Channels 14
Online Retailers Expanding Physical Channels 17
2.2 Salient Consumer’s Behavior 20
Chapter 3 Model 23
3.1 Notation 23
3.2 Assumption 23
3.3 Formulation 23
The level of convenience to picking up products 23
Net utility of customer 24
Demand proportion for product 25
Decision Timeline 26
Rational Model: δ=1 26
Salient Model: δ<1 31
Chapter 4 Discussion and Conclusion 36
4.1 Discussion 36
The effect of cost on consumer’s net utility (U) 36
The effect of cost on demand proportion (θ) 37
The effect of salient thinking (δ) on demand proportion (θ) 39
The effect of cost on profit (π) 40
The effect of level of convenience to pick-up (q_o) on online based retailer 41
Salient Thinking 42
4.2 Conclusion 43
4.3 Future Research 45
Appendix A : Rational Model 46
Proof of Proposition 1. 46
Proof of Proposition 2. 48
Proof of Proposition 3. 49
Proof of Proposition 4. 51
Appendix B : Salient Model 52
Proof of Proposition 5. 53
Proof of Proposition 6. 54
Proof of Proposition 7. 56
Proof of Proposition 8. 57
Reference 59

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