隨著電子商務市場快速發展，物流服務已不再僅是商品配送之功能性作業，而是成為影響消費者購物體驗與平台競爭力的重要環節。近年來，蝦皮購物積極發展自有物流 Shopee Xpress (SPX)，其智取店模式以自助取件為服務核心，具備高時間彈性與低人際互動特性，逐漸改變消費者的物流使用習慣。然而，現有物流研究多聚焦於效率與營運層面，較少探討消費者於歷程中的體驗形成過程。
本研究以 SPX 智取店為研究個案，結合服務體驗與接觸點相關理論，探討電子商務物流服務歷程中，各接觸點如何形塑消費者體驗，並進一步影響其再次使用意圖。研究採質性研究方法，透過日記法與半結構式訪談，蒐集不同使用經驗消費者於物流服務各階段中的具體行為與體驗感受。
研究結果發現，物流服務歷程中，消費者於各階段皆有相對應之核心目標，並透過與各接觸點的互動，逐步形成對整體服務體驗的評價。訂單建立階段，平台介面之資訊清晰度與操作便利性，有助於降低消費者的認知負擔；進度追蹤階段，到貨時程的可預期性則影響著消費者的安心感；門市取件階段，自助設備操作流暢性、包裹配置與取件指引，共同形塑實體取件的體驗；訂單完成階段，服務異常是否發生，以及處理是否獲得妥善回應，對整體體驗亦具有重要影響。
此外，消費者亦會因生活情境、過往經驗與個人特質等差異，對相同接觸點產生不同的體驗解讀。其中，價格優勢與使用習慣雖可能緩衝部分負向體驗對再次使用意圖的影響，但仍須留意負向體驗之底線，以及消費者對責任歸屬的感知。本研究透過顧客視角描繪電子商務物流服務體驗形成過程，可作為台灣電商平台優化物流服務設計，並於價格競爭之外，建立以服務體驗為核心之差異化優勢。

With the rapid growth of the e-commerce market, logistics services have become an important part of the shopping experience and a key factor in platform competitiveness. In recent years, Shopee has actively developed its proprietary logistics service, Shopee Xpress (SPX). Its self-service pickup store model, characterized by high time flexibility and low interpersonal interaction, has gradually changed consumers’ logistics usage habits. However, existing logistics studies mainly focus on efficiency and operational perspectives, with limited attention to how consumer experiences are formed throughout the logistics service journey.
This study takes SPX self-service pickup stores as the research case and integrates theories of service experience and customer touchpoints to examine how touchpoints within the e-commerce logistics service journey shape consumer experiences and further influence reuse intention. Diary studies and semi-structured interviews were conducted to collect consumers’ experiences across stages of the logistics journey.
The findings reveal that, throughout the logistics service journey, consumers have corresponding core goals at each stage and gradually form evaluations of the overall service experience through interactions with different touchpoints. During the order placement stage, information clarity and operational convenience help reduce consumers’ cognitive burden. In the tracking stage, the predictability of delivery timing influences consumers’ sense of assurance. During the pickup stage, the smooth operation of self-service devices, package arrangement, and pickup guidance shape the physical pickup experience. In the order completion stage, whether service failures occur and whether problems are properly resolved also have an important impact on the overall experience.
In addition, different consumers may perceive the same touchpoints differently. While price advantages and usage habits may buffer the influence of certain negative experiences on reuse intention, the threshold of acceptable negative experiences and consumers’ perceptions of responsibility attribution should still be considered. This study provides implications for Taiwanese e-commerce platforms to optimize logistics service design and build differentiation beyond price competition through service experience.

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