現代美食消費模式之關鍵因素

Abstract

本研究旨在分析人們選擇在網路場域消費食物時，所採取的決策流 程。本研究探索在決策流程中有哪些因素最為重要，包括智慧型手機使用上的 激增、社群媒體，以及指數成長的食物外送服務使用。本文是一個探索性質的 研究，說明諸如消費者忠誠度、價格、省時、享樂主義、態度、便利性、網路 易得性及評價等因素。本文最終目標是對這些選擇的當前心態形成一個全面的 理解，此反過來有助於回答我們關於當前消費習慣的一個重要問題，並在最受 歡迎及偏好的消費方式上提供餐廳及食品產業經理人見解。當我們面對網路外 送(OFD)時，驅使我們的因素跟平常是一樣的嗎?This research is aimed at analyzing the decision process people take while choosing an establishment at which to consume food online. It will explore which factors are the most important in the decision-making process, accounting for the ever-increasing smartphone usage, social media, and the exponential usage of food delivery services. This paper will be exploratory in nature, accounting for factors such as customer loyalty, price, time-saving, hedonism, attitude, convenience, online availability, and popularity. The ultimate goal of this paper is to form a comprehensive understanding of the current mindset in regards to these choices, which in turn will help in the attempt to answer an important question about our current consumption habits as well as give insight to restaurant and food industry managers on the most sought after and preferred means of consumption. Are we motivated by the same factors as we were before online food delivery(OFD)?