線上外送平台忠誠度的重要影響因素：信任與承諾的中介角色

Abstract

Non

Technology forward motion ease the way people tie in with each other, so they can exchange with things they own. We explain sharing economy as “an economic model in which digital platforms mediate transaction between individuals with underutilized assets or skills and those who want to gain access to these assets”. Growing number of on-demand food delivery platforms lead to the user switching problem.We hope to answer next question: what are the most critical determinants of consumer’s loyalty towards on-demand food delivery platforms? What role are commitment and trust are playing in loyalty formation process? The purposes of this research are: 1) to examine the effect of platform quality and relational benefits in determining consumers’ loyalty toward the platform. 2) to explore the mediation affects of commitment and trust on loyalty toward the platform. To answer these questions, we build a model that includes relational benefits and platform quality either as direct determinant of loyalty toward on-demand food delivery platforms, either mediated through trust and commitment. Our study has 401 respondents, among them buyers-195, sellers-71 and drivers-135. We use partial-least-square-based structural equation modeling to measure our research constructs.Results show that relational benefits are the very strong determinant of the loyalty for all the users, drivers, sellers and buyers and partially mediated by commitment for drivers’ group, and fully mediated by commitment in buyer group. While platform quality has no direct influence on loyalty, but fully mediated by trust and commitment.