美食外送平台興起對飲食習慣影響之研究-以國軍人員為例

隨著數位科技發展與創新、智慧型手機的普及，社會便利性隨之增加，在快速的步調下，大多數人偏好以金錢換取時間，隨之而來衍生出各種懶人經濟，其中一項就是美食外送平台。臺灣目前以Foodpanda與ubereats兩個美食外送平台為大宗，與兩家合作的商家全臺均超過5,000家。另一方面，在COVID-19新冠肺炎肆虐全球的當下，帶動外送平台的業績，然這樣方便的訂餐模式及其帶來的網路效應，又為傳統飲食文化及普羅大眾的飲食習慣，帶來什麼樣的影響，本研究將以國軍人員為例，針對上述問題進行研究與探討。研究結果發現，多數受訪者因工作因素影響用餐而使用外送平台，主要看重它所具之方便性；另手機帶來的便利性也是重要關鍵。外送平台之於網路效應屬「正向跨邊效應」，意即當越多銷售商家加入，身為消費用戶端的受訪者就會有更多的選擇，明顯感到使用效益增高，相對地加深使用意願。受訪者的飲食習慣，則因個人環境而異，但在外送平台及疫情肆虐之下，的確受到了不同型式的影響。受訪者對外送平台的興起抱持正向態度。此外也發現，飲食中的健康層面，是受訪者不甚重視的，這和時下風氣有關，以往中國傳統飲食文化應具的精神，也在受訪者忙碌生活中逐漸消磨殆盡。

關鍵字

外送平台；網路效應；傳統飲食；飲食習慣

並列摘要

With the development and innovation of digital technology and the proliferation of smartphones, social convenience has improved. The majority of people prefer to trade money for time at a rapid rate; and as a result, many lazy economies have emerged, one of which is the food delivery service platform. Currently, Foodpanda and Ubereats are the two largest meal delivery platforms in Taiwan, and they partner with over 5,000 businesses. On the other hand, as the COVID-19 pandemic rages over the globe, it has influenced the performance of delivery platforms. However, what effect does this model's network effect have on traditional food culture and the eating habits of the general public? This study will use military personnel as an example to examine and debate the aforementioned issues. The majority of respondents utilize delivery platforms due to work-related factors affecting their mealtimes, and they primarily appreciate the ease of delivery platforms; the convenience provided by mobile phones is also a significant element. The network effect of the delivery platform is a "positive cross-side effect," meaning that when more merchants join the platform, respondents who are consumers will have more options. Clearly, they believe that the increased usage efficiency will boost their willingness to use the delivery platform. Respondents' eating habits vary according to their personal environments, but they have been changed differently by the epidemic and its delivery services. Respondents see the expansion of delivery platforms favorably. Moreover, it has discovered that respondents paid little attention to the health element of diet, which is consistent with the current trend. In the respondents' increasingly hectic lives, the spirit of traditional Chinese cuisine culture has steadily faded away.