使用線上餐飲外送平台購買生鮮雜貨意願之影響因素探討

Abstract

本研究以UTAUT 2作為理論的基礎，探討台灣市場中消費者使用線上外送平台購買生鮮雜貨之意願。隨著COVID-19疫情在全球肆虐，各國政府展開各種防疫措施，除了必須佩戴口罩之外，更提醒民眾減少外出以免增加感染風險。這樣的契機下，加速了消費者的消費型態轉變。線上餐飲外送平台為因應趨勢，積極投入提供外送生鮮雜貨的服務，而兩大線上餐飲外送平台皆開啟官方直營的虛擬超市，擁有各自的經營特色將平台區隔化，以滿足不同需求的消費者。希望透過本研究的結果能瞭解消費者對於使用線上餐飲外送平台購買生鮮雜貨的看法，為相關研究盡一份心力。本研究通過線上問卷調查進行實證研究，欲瞭解哪些因素能顯著影響消費者使用線上餐飲外送平台購買生鮮雜貨的意願。研究結果顯示，社會影響、促進條件、知覺價值和信任會對消費者使用線上餐飲外送平台購買生鮮雜貨的意願產生正向的影響；本研究也從結果得知重度使用者會調節促進條件與線上購買生鮮雜貨的關係。在最後章節得出本研究之結論,並提出相應的管理意涵，受限於部分的研究限制也有說明，且給予未來相關研究者建議以進行更進一步的探討。This study uses UTAUT 2 as the theoretical basis to explore the willingness of consumers to use online delivery platforms to purchase fresh groceries in the Taiwan market. As the COVID-19 epidemic rages around the world, governments around the world have launched various anti-epidemic measures. In addition to wearing masks, people are reminded to reduce going out to avoid increasing the risk of infection. Under such an opportunity, the transformation of consumers' consumption patterns has been accelerated. In response to the trend, online catering delivery platforms are actively investing in the delivery of fresh groceries. The two major online catering delivery platforms both open officially-operated virtual supermarkets, and have their own operating characteristics to differentiate the platforms to meet different needs. demand consumers. It is hoped that through the results of this study, we can understand consumers' views on using online food delivery platforms to purchase fresh groceries, and contribute to relevant research.This study conducted an empirical study through an online questionnaire survey to understand which factors significantly affect consumers' willingness to use online food delivery platforms to purchase fresh groceries. The research results show that social influence, facilitating conditions, perceived value and trust have a positive impact on consumers' willingness to use online food delivery platforms to buy fresh groceries. This study also learned from the results that heavy users moderate the relationship between facilitating conditions and online purchase of fresh groceries. In the last chapter, the conclusions of this study are drawn, and the corresponding management implications are put forward. Some limitations of the study are also explained, and suggestions for future related researchers are given for further discussion.