新食代餐飲行動-實體服務全通路策略:關鍵準則建構與成效評估

The Omni-channel Strategy of Mobile-Physical Catering Services for a New Food Era: Construction of Key Criteria and Evaluation of Effectiveness

許文潔(WEN-CHIEH HSU)

指導教授 ： 林心慧

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2022年)

摘要

近年來因為外送產業的崛起，消費者逐漸習慣在網路上訂購餐點。不管是企業自己架構的網路平台或是第三方外送平台，如何在競爭激烈的市場突破重圍乃是業者的一大課題。業者紛紛開始數位轉型，以達到全通路的局面。本研究因此擬定探討餐飲行動應用程式之全通路策略，首先，在餐廳面、系統面與顧客認知與情感面的三大構面下，使用文獻分析法蒐集先前文獻的相關變數，探討其架構，並使用AHP層級分析法衡量構面之間的重要性。而在研究對象則區分為平價餐飲管理者、高價餐飲管理者以及消費者，以衡量三者的關鍵要素差異。AHP層級分析法之資料來源則為15位平價餐飲管理者、11位高價餐飲管理者以及30位消費者。
其次，將消費者對於餐廳面、系統面與顧客認知與情感面，高於0.1權重之要素，納入量化研究分析。本研究以SOR理論作為研究架構，將刺激物分為「餐廳面」和「系統面」；有機體為「顧客認知與情感面」；反應為「顧客行為面」，使用Smart PLS 3.0統計軟體驗證假說。研究結果顯示，顧客認知與情感面的顧客動機會受到餐點標準與準備品質、餐點食材品質、外送員的生產力與平台服務的即時性影響；顧客認知與情感面的顧客價值會受到餐點標準與準備品質、餐點食材品質、平台的餐廳品質與平台服務的即時性影響；顧客行為面的顧客使用意願會受到顧客動機與顧客價值影響；顧客行為面的顧客口碑與推薦會受到顧客動機與顧客價值影響。此外，顧客先前購買經驗程度會影響顧客動機對於顧客使用意願與顧客口碑與推薦，以及顧客價值對於顧客使用意願與顧客口碑與推薦。期望本研究結果能提供相關從業者擬定行銷策略之參考。

關鍵字

O2O (Online To Offline) ； 餐飲全通路 ； 餐飲行動應用程式

並列摘要

Because of the sales volume from outside the industry, consumers like to succeed in the online market. The big news publishers are starting to switch digitally and issue a comprehensive system plan. Therefore, this study discusses the application plan of the catering marketing plan, covering all aspects, the three major business formats and the degree of attention emotional fluctuations. , the literature uses parity protocols to disclose relevant object changes in literature research, discuss its architecture, and use HP-level analysis for the results between consumers on the surface between purposes. Data from the HP analysis is the key difference for primary consumers.
Secondly, the elements with a weight higher than 0.1 on the restaurant side, the system side, and the customer's cognition and emotion side are included in the quantitative research and analysis. This study uses SOR theory as the research framework, and divides stimuli into "restaurant side" and "system side"; organism is "customer cognition and emotion side"; response is "customer behavior side", using Smart PLS 3.0 statistical software to verify the hypothesis . The research results show that the customer motivation of customer cognition and emotion will be affected by the meal standard and preparation quality, the quality of meal ingredients, the productivity of the courier and the immediacy of the platform service; the customer value of customer cognition and emotion will be affected by the meal. Order standard and preparation quality, meal ingredient quality, platform restaurant quality and immediate impact of platform services; customer behavioral willingness to use will be affected by customer motivation and customer value; customer behavioral customer word of mouth and recommendation will be affected by customers Motivation and customer value impact. In addition, the degree of customer's previous purchase experience will affect customer motivation to customer use intention and customer word of mouth and recommendation, and customer value to customer use intention and customer word of mouth and recommendation. It is hoped that the results of this study can provide a reference for relevant practitioners to formulate marketing strategies.

並列關鍵字

O2O ； Catering omni-channel ； Catering mobile app

參考文獻

參考文獻

一、英文文獻

Akram, U., Ansari, A. R., Fu, G., Junaid, M. (2020). Feeling hungry? let’s order through mobile! examining the fast food mobile commerce in China. Journal of Retailing and Consumer Services, 56, 102-142. https://doi.org/10.1016/j.jretconser.2020.102

Aksenova, O. (2017). Restaurant apps: Top 8 features.

https://www.azoft.com/blog/restaurant-apps-top-features