摘要 隨著網路使用率普及,消費者的消費方式及模式也隨之增加,美食外送平台的模式興起,在美食外送平台市場上消費者的使用頻率不斷升高,消費者的知覺價值、滿意度與忠誠度使用的關係,形成了在美食外送平台這個市場上有著很大的影響力,因此本研究針對外送平台消費者的知覺價值、滿意度及忠誠度做相關的研究。 本研究以問券調查方式進行研究,以回收218份有效問券進行敘述性統計分析、因素分析、信度分析以及結構方程式做研究,總結發現 1. 外送平台顧客知覺價值對顧客滿意度具有正向顯著影響 2. 外送平台顧客滿意度對顧客忠誠度具有正向顯著影響 3. 外送平台顧客知覺價值對顧客忠誠度具有正向顯著影響
Abstract With the popularization of the Internet, consumers' consumption patterns and consumption patterns have also increased, and the food delivery platform model has also emerged. Consumers' use of the food delivery platform market continues to increase. The relationship between consumer perceived value satisfaction and loyalty usage has had a great impact on the food delivery platform market. Therefore, this research focuses on the perceived value, satisfaction and loyalty of consumers on the delivery platform. This research is conducted in the form of a questionnaire survey, collecting 218 valid questionnaires, and conducting narrative statistical analysis, factor analysis, reliability analysis and structural equation research. Finally, the conclusions of this study are as follows: 1. The perceived value of customers on the delivery platform has a positive and significant impact on customer satisfaction 2. Customer satisfaction on the delivery platform has a positive and significant impact on customer loyalty 3. The perceived value of customers on the delivery platform has a positive and significant impact on customer loyalty.