美食外送平台成功模式的延伸與驗證

The Extension and Validation of Mobile Catering Application Success Model

張朝威(Chao-Wei Chang)

指導教授 ： 王育民

國立暨南國際大學/管理學院/資訊管理學系/碩士(2022年)

https://doi.org/10.6837/ncnu202200298

摘要

由於無線網路與手機的普及，具便利、快速功能的美食外送平台已成為許多人日常生活所需的重要網路應用程式。目前全球有超過7億9000萬的人在使用美食外送平台，雖然美食外送平台滲透率持續增高，但平台間之競爭也不斷提高，業者必須定時地評估衡量平台系統是否成功，以作為改善的指引，提升企業競爭力。
本研究以Wang et al. (2019) 所發展的美食外送平台成功模型為基礎，並加以延伸，不僅重新考量美食外送平台的特徵，加入知覺便利利益與知覺風險兩重要成功衡量，並且整合「最近消費-消費頻率-消費金額模型」(RFM模型)，再含括後續購買頻率增加與後續購買金額增加等兩重要消費者的後續消費行為衡量。最後本研究共選定14個成功測量變數，分別為資訊品質、系統品質、服務品質、產品品質、知覺促銷、知覺價格、知覺便利利益、知覺風險、知覺價值、使用者滿意度、電子口碑、再用意願、後續購買頻率增加，以及後續購買金額增加等。
本研究透過線上問卷調查收集234份問卷，研究對象為在台灣有使用過美食外送平台經驗的消費者。本研究使用「偏最小平方法-結構方程模式」(PLS-SEM)來對本研究的延伸模型進行測試和分析。研究結果顯示知覺價值和使用者滿意度對於電子口碑和再用意願有正面地顯著影響，電子口碑和再用意願對於後續購買頻率增加和後續購買金額增加都有正面顯著的影響。此外，不同於過去研究結果，本研究發現資訊品質和產品品質對於知覺價值和使用者滿意度皆無顯著影響，研究結果為美食外送相關的業者提供了重要的參考。

關鍵字

美食外送平台 ； 電子商務系統成功模式 ； 行為忠誠度 ； RFM模型 ； 意願忠誠度

並列摘要

Due to the popularity of wireless networks and mobile phones, the mobile catering apps, which are fast, cashless, and convenient, have become important network apps for many people in daily life. Currently more than 790 million people are using mobile catering apps around the world. Though the penetration rate of mobile catering apps increases continuously, the competition among platforms is getting more intense. The mobile catering apps-related industries must thus regularly evaluate their platform systems, get customer feedback to improve their service quality, and increase the competitiveness.
This study has extended the mobile catering app success model developed by Wang et al. (2019). We contemplate the characteristics of the mobile catering apps, and then incorporate two important success measures of perceived convenience benefit and perceived risk in the extended model. This model has integrated the Recency-Frequency-Monetary value (RFM) model, and it includes the increase in subsequent purchase frequency and subsequent purchase monetary value of two important consumer subsequent purchase behavior measurements. In this study, fourteen success measure variables are selected. They are information quality, system quality, service quality, product quality, perceived promotions, perceived price, perceived convenience benefit, perceived risk, perceived value, user satisfaction, electronic word-of-mouth (e-WOM), intention to reuse, the increase in subsequent purchase frequency and the increase in subsequent purchase monetary value.
In addition, this study has collected 234 valid questionnaires through the online questionnaire survey. The research subjects are consumers who have had experience in using mobile catering apps in Taiwan. This study uses Partial Least Square Method-Structural Equation Modeling (PLS-SEM) to test and analyze the extended model proposed in this study. The research results have shown that perceived value and user satisfaction have positively significant influences on e-WOM and intention to reuse. E-WOM and intention to reuse have positively significant influences on the increase in subsequent purchase frequency and subsequent purchase monetary value. Moreover, different from the previous research results, this study has found that neither information quality nor product quality has significant influences on perceived value and user satisfaction. The results of this study have provided an important reference for food delivery-related industries.

並列關鍵字

Mobile Catering Apps ； E-commerce System Success Model ； Behavioral Loyalty ； Recency-Frequency-Monetary Value (RFM) Model ； Intentional Loyalty

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