此外，本研究發現，M公司與C公司在競爭定位上呈現明顯差異。m公司以商品多樣性、平台穩定性、會員制度及集團生態系資源建立顧客黏著度，C公司則以物流速度、價格競爭力與自有物流體系作為核心優勢。 綜合而言，台灣電商平台競爭已由單一價格導向，轉變為結合物流速度、價格策略、商品品質、通路資訊與顧客體驗之多構面整合競爭。未來電商平台若欲提升長期競爭力，應強化物流效率、提升商品品質控管、優化平台資訊透明度，並透過會員制度與差異化服務提高顧客黏著度。本研究結果可作為電商平台業者制定行銷策略、物流策略與顧客經營策略之參考。;With the rapid development of the e-commerce market， consumers’ expectations of e-commerce platforms are no longer limited to product prices and product variety. Instead， they have gradually shifted toward multiple dimensions， including logistics timeliness， service quality， platform information transparency， and overall shopping experience. After Coupang entered the Taiwan market in 2022， it adopted fast delivery and low-price strategies as its main competitive approaches， posing a challenge to existing e-commerce platforms in Taiwan. Among these platforms， momo.com Inc. has long cultivated the Taiwan market and has built consumer stickiness through product diversity， membership systems， and platform stability. In contrast， Coupang has strengthened its market entry advantage through Rocket Delivery， its self-owned logistics system， and price competitiveness. Therefore， this study takes momo.com Inc. and Coupang as research subjects to explore the differences between the two platforms in marketing strategies and logistics service quality， as well as their influence on customer satisfaction and customer loyalty.
This study adopts a qualitative research method and collects data through in-depth interviews. The interviewees are divided into three groups: Group A， Group B， and Group C， with five participants in each group， totaling 15 interviewees. Group A consists of high-frequency e-commerce platform consumers; Group B consists of low-frequency e-commerce platform consumers; and Group C consists of consumers with online shopping experience and more than five years of work experience in logistics-related fields. The research dimensions include the 4P’s of marketing strategy， namely product strategy， price strategy， place strategy， and promotion strategy， as well as logistics timeliness， logistics service quality， self-owned fleet service quality， customer satisfaction， and customer loyalty. These dimensions are used to analyze the usage experiences and evaluations of different consumer groups toward momo.com Inc. and Coupang.
The research findings show that logistics timeliness has become an important factor influencing consumers’ choice of e-commerce platforms. Through Rocket Delivery， fast delivery services， and its self-owned logistics system， Coupang has established a competitive advantage in fast delivery. This advantage is especially significant in urgent purchase situations， where it can effectively increase consumers’ willingness to prioritize the platform. In comparison， although momo.com Inc. demonstrates a certain degree of delivery stability and service quality， its delivery speed is relatively slower， making logistics timeliness a more obvious weakness in its current business model. In addition， although price competitiveness affects consumers’ platform-switching behavior， it is difficult to build long-term loyalty based solely on price. Product quality stability， platform information transparency， and logistics service quality also affect customer satisfaction and repurchase intention.
Furthermore， this study finds that momo.com Inc. and Coupang differ significantly in their competitive positioning. momo.com Inc. builds customer stickiness through product diversity， platform stability， membership systems， and group ecosystem resources， whereas Coupang relies on logistics speed， price competitiveness， and its self-owned logistics system as its core advantages.
Overall， competition among e-commerce platforms in Taiwan has shifted from a single price-oriented approach to multidimensional integrated competition that combines logistics speed， pricing strategy， product quality， channel information， and customer experience. In the future， if e-commerce platforms aim to enhance long-term competitiveness， they should strengthen logistics efficiency， improve product quality control， optimize platform information transparency， and increase customer stickiness through membership systems and differentiated services. The findings of this study can serve as a reference for e-commerce platform operators in formulating marketing strategies， logistics strategies， and customer management strategies.
