知覺價值及知覺風險對宅配晚餐購買意願之影響

近年來共享經濟的議題在台灣逐漸受到重視，宅配晚餐運用共享經濟的概念，強調將家中廚房自己烹煮的家常餐食與他人分享，使家庭廚房可以得到額外的收入，而忙碌的上班族可以享受到家菜常的溫馨。由於此種以分享為概念的經營模式及消費觀念與傳統餐廳不同，因此本研究以宅配晚餐為主題，探討消費者對宅配晚餐的知覺價值及知覺風險是否會影響購買意願。本研究以便利取樣的方式進行問卷調查，共回收187份有效問卷。調查結果顯示知覺價值中的品質及便利性對是決定消費者對宅配晚餐購買意願的重要因素，而知覺風險則對宅配晚餐的購買意願無顯著性影響。本研究進一步針對不同消費者特質進行分析，發現對於已婚的消費者來說，僅有便利性對宅配晚餐購買意願具有正向顯著的影響力，而對於家中有長輩同住的消費者，品質價值是決定他們是否購買宅配晚餐的主要關鍵因素。本研究同時提出具體建議，提供宅配晚餐業者作為研擬經營策略、提昇商品價值的參考。

關鍵字

共享經濟；宅配晚餐；知覺價值；知覺風險

並列摘要

The sharing economy, popularized by the likes of Airbnb and Uber, has generated growing public interest in recent years. Applying the concept of sharing economy, the home-delivery meals emphasize that people can share their home-cook meals with others so they are able to enjoy dinners with their families after a busy day. As this new meal-sharing service continues to grow, it offers both opportunities and challenges to the foodservice industry. The study intended to explore how customers' perceived value and perceived risk influenced their intention to purchase the home-delivery meals. Using a convenient sampling technique, 187 usable questionnaires were collected. The study results revealed that quality and convenience values significantly influenced the customers' purchase intention. However, perceived risk did not show a significant relationship with purchase intention. For married customers, convenience value is the only significant factor to influence purchase intention, while quality value is the major determinant of purchase intention for people living with an elder. Implications and recommendations for the home-delivery meal providers were also discussed in this paper.

並列關鍵字

Sharing economy ； home-delivery meals ； perceived value ； perceived risk

國際替代計量

知覺價值及知覺風險對宅配晚餐購買意願之影響

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