隨時想買就買—「甜品」於外送平台的菜單策略研究

Buy Whenever You Want—A Study of Sweets’ Menu Strategies for Online Food Delivery Platforms

鄺芷穎(Kuong Chi-Weng)

指導教授 ： 王國欽

國立臺灣師範大學/運動與休閒學院/運動休閒與餐旅管理研究所/碩士(2022年)

https://doi.org/10.6345/NTNU202201035

摘要

在美食外送平台上，甜品不再是只有下午茶才能買到，甚至在早上或晚上的時間仍然看到不少甜品店家營業。臺灣的甜品市場在線上線下已有一定發展，而甜品在外送平台的家數愈來愈多，面對臺灣甜品市場激烈的競爭、甜品業者認為外送平台可作為一個集合販售及推廣的管道。甜品業者卻無從得知，如何有系統性地提升平台菜單之吸引力。消費者瀏覽美食外送平台來搜索甜品，已有不少研究指出圖文等設計元素與行銷會刺激消費者行為。近年研究中有不少研究是探討美食外送平台，但仍未有深入探討甜品在美食外送平台上之相關研究。故本研究以S-O-R理論 (S:刺激 O:有機體 R:反應)—S：視覺刺激 (視覺吸引力、資訊量)、O：個人情感(對甜品之渴望)、R：購買意向進行探討。本研究使用網路實驗法，首先建立線上菜單畫面，並以立意抽樣方法在網路上發放問卷，回收共614份，有效問卷為590份。在「吸引力低資訊量高」、「吸引力高資訊量低」、「吸引力高資訊量高」與「吸引力低資訊量低」之菜單畫面跟有無折扣的實驗操弄下，得出受試者在瀏覽「吸引力高資訊量低」、「吸引力高資訊量高」與「吸引力低資訊量低」的菜單畫面時，他們對甜品渴望程度愈高對購買意願之影響也相對變高。同時也證明折扣是有效調節購買意願。其中「吸引力高資訊量高」畫面在折扣的調節下，是唯一實驗畫面對購買意願有顯著影響。本研究更發現，在午餐、下午茶、晚上時段若消費者瀏覽線上甜品菜單，對甜品渴望程度也普遍偏高。建議業者則可以延長晚間營業時間，並在菜單上多使用生動的文字敘述、圖片吸引消費者之外，並提供真實的資訊介紹店內的甜品商品，並在外送平台上加強打造屬於自己的特色菜單。

關鍵字

甜品 ； 美食外送平台 ； 線上菜單 ； 食物渴望 ； 購買意願

並列摘要

On the food delivery platform, desserts are no longer only available for afternoon tea, and many dessert shops are still open even in the morning or evening. The dessert market in Taiwan has developed both online and offline, and the number of dessert delivery platforms is increasing. Facing fierce competition in Taiwan's dessert market, dessert manufacturers believe that delivery platforms can be used as a collection of sales and promotion platforms. The dessert industry has no way of knowing how to systematically improve the appeal of the platform's menu. When Consumers browse the food delivery platform to search for sweet, many studies have pointed out that design elements such as graphics and marketing can stimulate consumer behavior. Therefore, this study uses the S-O-R theory (S: Stimulus O: Organism R: Response) - S: Stimulus (Visual Appeal, Informativeness), O: Organism (Desire for Food) and R: Response (Purchase Intention). In this study, we used the online experiment method for our research. The questionnaires were distributed on the Internet using the intentional sampling method. A total of 614 questionnaires were recovered, and 590 valid questionnaires were obtained. When test-takers browse the menu screens of “high attractiveness but low information”, “high attractiveness and high information”, and “low attractiveness and low information”, the higher the desire for desserts, the influence of their purchase intentions is also relatively high. At the same time, it also proves that discounts are effective in purchase intention. The "high attractiveness and high information " screen is the only screen that has a significant impact on purchase intention. This study also found that if consumers browse online menus during afternoon tea and dinner, their desire for desserts will also increase. It is suggested that operators can extend the business hours in the evening, and use more vivid text descriptions on the menu to attract consumers, and provide real information to introduce the dessert products in the store, so as to create their own online menu for the delivery platform.

並列關鍵字

Sweets ； Food Delivery Platform ； Online Marketing Strategy ； S-O-R Model ； Menu Design Elements

參考文獻

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