Institute of Transportation, MOTC

　　In the logistics system of electronic commerce, the major difference between Taiwan and other countries is the retailing delivery (RD) system. Up to date, the e-commerce between Taiwan and China will more closely and create the needs of Cross-Strait logistics. The convenience stores in Taiwan have integrated the delivery service combine with the Taobao in China to develop a new retail delivery model: “Cross-Strait Retailing Delivery System”. Due to the advantage of the retailing delivery, the delivery mechanism will play an important role in the delivery system between Taiwan and China. To better understand the crucial factors of behavior intention in use of Cross-Strait retailing delivery service, this study explores what kind of factors can influence Cross-Strait retailing delivery service choice behavior intention via discrete choice model. Secondly, the Bass diffusion model was used to establish an evaluation model of the diffusion pattern. The results obtained in this study can be used to help managers formulate strategies for increase market share.