探討新冠肺炎疫情下消費者使用美食外送服務之研究

隨著近年來「宅經濟」的興起，加上網路和智慧型手機的快速普及，外送服務從以往的店家提供，搖身一變成為了新的產業類型，尤其美食外送平台的訂單量更是逐年攀升，於過去兩年中，因嚴重特殊傳染性肺炎（ COVID-19 ）疫情的影響，美食外送平台APP下載量成長了3倍，由此現象可以推測出疫情的爆發可能影響民眾使用美食外送服務之意願。本研究一方面探討疫情期間是否影響民眾使用美食外送服務之意願，並假設影響消費者之使用意願的關鍵因素為產生健康遭受到威脅的感知；另一方面則探討政府頒布之防疫政令是否影響民眾之知覺威脅。本研究以保護動機理論（PMT）為基礎發展研究模型，並採用問卷調查法，共收集474份有效問卷，且利用IBM SPSS 20.0及SmartPLS 3.3.9統計軟體進行實證並驗證本研究所提出之各項假說。研究結果顯示，於疫情期間防疫政令對於民眾之知覺威脅嚴重性及知覺威脅脆弱度有顯著影響，且知覺威脅脆弱度、自我效能及反應效能對於民眾使用美食外送服務之意願亦有顯著影響。期望研究結果除了能提供餐飲業或其他商業活動制定相關行銷策略時，一個有利的參考依據，亦可以於政府制定相關防疫政策時，一個考量的面向。

關鍵字

宅經濟；嚴重特殊傳染性肺炎；美食外送服務；保護動機理論

並列摘要

With the growth of the ‘stay-at-home economy’ and the rapid popularization of the Internet and smartphones, the delivery service becomes to be a new type of industry. In particular, the quantity of order of the food delivery platform has been increasing year by year. In the past two year, due to the impact of the pandemic of the COVID-19, the downloads of the food delivery platforms have increased three times. From this phenomenon, it can be speculated that the outbreak of the epidemic may affect people’s willingness to use food delivery services. On the one hand, this thesis explored whether the people’s willingness of using the food delivery services would be affected by the pandemic, and we assumed that the key factor is the feeling of threaten of consumers’ health. On the other hand, we explored whether the prevention policy of the pandemic which government announced would affect the people’s feeling of threaten of their health. We developed a research model based on the Protection Motivation Theory (PMT), and conducted an empirical questionnaire survey, and 474 effective samples were collected. We used IBM SPSS 20.0 and SmartPLS 3.3.9 to analyze the research model and hypotheses. The results reveal that prevent policy will affect perceived threat severity and perceived threat vulnerability, and perceived threat vulnerability, response efficacy and self-efficacy will affect people’s willingness to use food delivery services during the epidemic. The results will not only provide a favorable reference for the restaurant industry or other business activities to formulate marketing strategies, but also a consideration when the government formulates epidemic prevention policies.