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研究生: 王思穎
Wang, Shi-Yin
論文名稱: 影響食物外送服務平台的使用因素與成效之探討
Exploring Adoption Factors of Food Delivery Service Platforms
指導教授: 邱于平
Chiu, Yu-Ping
口試委員: 謝艾芸
Hsieh, Ai-Yun
張淑楨
Chang, Shu-Chen
邱于平
Chiu, Yu-Ping
口試日期: 2023/06/12
學位類別: 碩士
Master
系所名稱: 圖文傳播學系碩士在職專班
Department of Graphic Arts and Communications_Continuing Education Master's Program of Graphic Arts and Communications
論文出版年: 2023
畢業學年度: 111
語文別: 中文
論文頁數: 57
中文關鍵詞: 食物外送服務平台購買意願顧客滿意度再購意圖
英文關鍵詞: Food Delivery Service Platform, Purchase Intention, Customer Satisfaction, Repurchase Intention
研究方法: 調查研究社會網路分析問卷調查法
DOI URL: http://doi.org/10.6345/NTNU202300639
論文種類: 學術論文
相關次數: 點閱:99下載:10
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  • 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 factors in 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 with purchase 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.

    謝辭 I 中文摘要 II English Abstract III 目次 IV 表次 VI 圖次 VII 第一章、緒論 1 第一節 研究背景及動機 1 第二節 研究目的與問題 4 第三節 名詞解釋 5 第四節 研究範圍與限制 6 第五節 研究流程 7 第二章、文獻探討 8 第一節 食物外送服務平台之意涵及相關資訊 8 第二節 享樂動機及便利性動機之意涵及相關研究 11 第三節 時間節約取向及價格節約取向意涵及相關研究 14 第四節 先前線上購物經驗之意涵及相關研究 17 第五節 再購意圖之意涵及相關研究 19 第六節 文獻探討小結 21 第三章、研究方法 22 第一節 研究架構及研究假說 22 第二節 研究方法 24 第三節 研究對象 25 第四節 變數衡量 26 第五節 研究實施 28 第六節 資料處理與分析 30 第四章、研究結果 31 第一節 描述性統計 31 第二節 信度檢測 34 第三節 假說檢定 35 第五章、結論與建議 38 第一節 結論 38 第二節 研究意涵 42 第三節 研究限制與未來研究建議 45 參考文獻 47 附錄一、研究量表之問項內容與參考文獻 53 附錄二、研究之正式問卷 55

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