餐飲業外送平台服務創新與服務品質對顧客知覺價值與購買意願之影響-以知覺風險為調節變項

近期受到疫情的影響以及消費者的消費型態改變，利用手機搜尋幾個購物網站便可進行消費，就連飲食方面亦是如此，且宅經濟是近期最夯的商機，一方面增加消費者的便利性，另一方面又為疫情期間增加了餐飲業的營收。餐飲外送平台目前正在逐漸蓬勃發展，改變營運模式、擴大服務地區以及增加合作餐廳等等，都為了帶給消費者更好的消費體驗，故消費者是最佳的審判官，由消費者決定是否買單。本研究也認為餐飲外送平台在未來是貼近人們生活的一環是值得深入探討的議題。　　黃品沂（2015）在研究中顯示服務創新對知覺價值具有正向影響，且亦會增加消費者的購買意願。黃綉惠（2009）也發現服務品質對知覺價值與行為意圖皆具有顯著正向影響，而黃女娟（2018）研究中表示消費者考量的風險越多，越容易降低知覺價值的感受。因此本研究探討餐飲外送平台的服務創新及服務品質對於消費者在知覺價值感受上對購買意願之影響，並以知覺風險作為調節變項。根據不同的產業、產品所得出的結論皆有所不同，故本研究以臺灣各大餐飲外送平台作為參考依據。　　本研究以使用過餐飲外送平台之消費者為研究對象，採用立意抽樣及滾雪球抽樣的方式，共回收386份有效問卷，並以項目分析、信度分析、因素分析、相關分析、迴歸分析、階層迴歸分析、Ｔ檢定與變異數分析以及卡方檢定來驗證各研究假設，研究結果如下： H1：服務創新對知覺價值具有顯著正向影響，成立。 H2：服務品質對知覺價值具有顯著正向影響，成立。 H3：服務創新對購買意願具有顯著正向影響，成立。 H4：服務品質對購買意願具有顯著正向影響，成立。 H5：知覺價值對購買意願具有顯著正向影響，成立。 H6：知覺價值在服務創新對購買意願間的影響上，有顯著的正向中介效果，成立。 H7：知覺價值在服務品質對購買意願間的影響上，有顯著的正向中介效果，成立。 H8：知覺風險在服務創新對知覺價值之影響上，有顯著的負向調節效果，成立。 H9：知覺風險在服務品質對知覺價值之影響上，有顯著的負向調節效果，不成立。 H10：不同人口統計變項在服務創新、服務品質、知覺價值、知覺風險及購買意願上有顯著差異，部分成立。 H11：不同人口統計變項在最常使用的餐飲外送平台上有顯著差異，不成立。　　研究結果顯示，餐飲外送業者的服務創新程度越高對消費者的知覺感受也會提升，進而產生消費意願，服務品質亦同，當服務人員的態度越佳越能得到消費者信任時，消費動機也會變大。至於如何降低知覺風險的發生，業者應多關注在隱私安全的問題及服務人員的培育，線上下單，線下取餐，過程並無法知曉，個人資料的保護與食品的衛生疑慮是消費者所擔心的，若業者能提供更透明且安全的服務流程，甚至是新的服務模式，相信未來使用外送平台的用戶數又會是另一波提升。

關鍵字

餐飲外送平台；宅經濟；服務創新；服務品質；知覺價值；知覺風險；購買意願；隱私安全；人員培養

並列摘要

Recently, affected by the epidemic situation and the change of consumers' consumption patterns, it is possible to use smart phones to search several shopping websites for consumption, even for catering. Moreover, the housing economy is the most powerful business opportunity in the near future. On the one hand, it increases the convenience of consumers, on the other hand, it increases the revenue of catering industry during the epidemic period. At present, the catering delivery platform is gradually booming. Changing the business model, expanding service areas and increasing cooperative restaurants are all in order to bring consumers a better consumption experience. Therefore, consumers are the best judges, and it is up to consumers to decide whether to pay. This study also believes that the catering delivery platform is close to people's life in the future, which is worthy of in-depth discussion. 　　Pin-Yi Huang(2015)the research shows that service innovation has positive effect of perceived value, and also increases consumer purchase intention. Xiu-Hui Huang(2009) found that service quality has a significant positive effect of perceived value and behavioral intention. Huang, Nu-Chuan(2018) said that the more risk consumer consider, the more likely they are to reduce perceived value. Therefore, this study explores the impact of service innovation and service quality on customer perceived value perception on purchase intention, and using perceived risk as the moderator. moreover, the conclusions are different according to industries and products. 　　Therefore, this study takes Taiwan major catering delivery platform as a reference.In this study, 386 valid questionnaires were collected by consumers who used the catering delivery platform, conducted intention sampling and snowball sampling, statistical methods such as item analysis, reliability analysis, factor analysis, correlation analysis, regression and hierarchical regression analysis, T test, ANOVA, Chi-square test were using to test research hypothesis. The results were as follows: H1. Service innovation has positive influence on perceived value-Supported. H2. Service quality has positive influence on perceived value-Supported. H3. Service innovation has positive influence on purchase intention-Supported. H4. Service quality has positive influence on purchase intention -Supported. H5. Perceived value has positive influence on purchase intention -Supported. H6. Perceived value positively and significantly mediates the relationship between service innovation and purchase intention- Supported. H7. Perceived value positively and significantly mediates the relationship between service quality and purchase intention- Supported. H8. There is a significantly positive moderating effect of perceived risk on service innovation from perceived value- Supported. H9. There is a significantly positive moderating effect of perceived risk on service quality from perceived value- Not Supported. H10. There are significant difference in service innovation, service quality, perceived value, perceived risk and purchase intention by some demographic variables- Partial supported. H11. Different demographic variables have significant differences on the most commonly used catering delivery platform- Not Supported. 　　The results show that the higher the degree of service innovation of the catering service provider, the higher the perception of consumers will be, which will lead to purchase intention and the same service quality. When the service staff’s attitude is better, the more trust they can get from consumer, the greater their purchase motivation will be. And how to reduce the occurrence of perceived risk. Provider should pay more attention to the problem of privacy security and the cultivate talents. Consumer are worried about the protection of personal date and food hygiene. If operators can provide more transparent and secure service processes, or even new service model, I believe that the number of user the delivery platform will be another wave increase in the future.

並列關鍵字

Catering delivery platform ； Home economy ； service innovation ； service quality ； perceived value ； perceived risk ； purchase intention ； privacy security ； cultivate talents