影響食物外送服務平台的使用因素與成效之探討

Abstract

2019年末，新型冠狀病毒（後稱 COVID-19）在全球肆虐，各國政府紛紛制定防疫政策，例如：社交距離、自主隔離及封城等政策，使得人們的生活型態產生改變，消費者無法至餐廳內用或到店外帶，促使食物外送服務平台成為新的飲食習慣。本研究之主要目的為探討食物外送服務平台之何種因素可提升消費者對平台的購買意願及滿意度，進而影響其再購意圖，並以享樂動機、便利性動機、時間節約取向、價格節約取向及先前線上購物經驗作為主要探討的因素。本研究以問卷調查方式進行施測，透過網路問卷發放，總共回收有效問卷共300份，採以JASP進行統計實證分析。研究結果顯示，時間節約取向、價格節約取向及先前線上購物經驗對購買意願產生正向關聯；且享樂動機、時間節約取向、價格節約取向及先前線上購物經驗對顧客滿意度產生正向關聯；此外，購買意願及顧客滿意度對再購意圖亦產生正向關聯。此研究之發現，在學術上可作為後續研究參考架構，可延伸更多潛在因素，並針對更長遠且持續地再購意圖作為研究方針。此外，在實務上亦可提供食物外送服務平台作為商業模式改善之參考。By the end of 2019, coronavirus (hereinafter called “COVID-19”) is ravaging the world. The governments formulate policies to prevent epidemics, such as social distance, self-isolation and city closures, etc., which have changed people's lifestyles and prevented them from going to restaurants. Food delivery services have become a new eating habit as a result of this trend. This purpose of this study is to examine what factors in the food delivery service platform can improve consumers' purchase intentions and customer satisfaction, and ultimately their repurchase intentions. Hedonic motivation, convenience motivation, time-saving orientation, price-saving orientation and prior online purchase experience are the major factorsin this study. This study used online questionnaires to explore the factors that affect consumers' purchase intention and customer satisfaction, and ultimately to motivate consumers to continue using the food delivery service platform. In this study, 300 valid questionnaires have been collected online, and JASP have been used for statistical analysis. The results showed that time-saving orientation, price-saving orientation and prior online purchase experience are positively correlated withpurchase intention; and hedonic motivation, time-saving orientation, price-saving orientation and prior online purchase experience are positively correlated with customer satisfaction. Furthermore, purchase intention and customer satisfaction also have a positive correlation with repurchase intention. The findings of this study can serve as a basic for a follow up study, allowing them to identify more latent factor and conduct a longer-term study. In addition, these findings can also be used to improving business models for the food delivery services platform.