以方法目的鏈分析餐飲外送平台價值之研究

本研究目的為在於瞭解合作夥伴（餐廳）於參與餐飲外送平台體驗中價值形成的歷程，並進一步檢測價值在體驗屬性、體驗結果及購買意圖與持續參與意圖中所扮演的角色。不同合作夥伴所看重平台提供的屬性不同則直接影響其所重視的服務結果，因而結果亦不相同，因此較為核心的價值會直接影響其他較具體的服務結果。本研究將利用一對一階梯式深度訪談法，尋求合作夥伴參與外送平台之屬性及結果，最後利用內容分析法繪製出最終之價值階層圖。本研究最後將依據研究結果，分析合作夥伴之心理行為、並提出管理意含，以供國內餐飲外送平台業者預測潛在的合作夥伴的意圖、或平台營運之建議。

關鍵字

餐飲外送平台；方法目的鏈；階梯訪談法；階層價值圖

並列摘要

The purpose of this paper is to understand the history of the value formation of partners (restaurants) in participating in the catering delivery platform experience, and to further examine the role of value in the attributes of experience, experience consequences, purchase intentions, and continuing participation intentions. Different partners value the different attributes provided by the platform, which directly affects the service results they value, and the results are not the same. Therefore, the more important values will directly affect the results of other more specific services. This paper will use the one-to-one stepped in-depth interview method to seek the attributes and consequences of partners participating in the delivery platform. Finally, use the content analysis method to draw the final hierarchical value map. This paper will finally analyze the psychological behaviors of the partners and propose management implications based on the research results so that domestic food and beverage delivery platform operators can predict the potential partners' intentions or suggestions for platform operations.

並列關鍵字

Food Delivery Platform ； Mean-End Chain ； Laddering ； Hierarchical Value Map

國際替代計量

以方法目的鏈分析餐飲外送平台價值之研究

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