影響美食外送平臺使用行為及顧客滿意度因素之探討-以北部某營區使用者為例

電子商務日益興盛，加之新冠肺炎疫情蔓延，民眾的購物意願及購物習慣也隨之起了相當大的變化，美食外送平臺行業在國外已行之有年，在此次疫情爆發前也悄悄地進駐臺灣，外送市場在2019年大肆崛起，且於2020年新冠肺炎的疫情蔓延下逆勢成長，業績突飛猛進，不僅提供消費者更省時、省力的操作模式，更帶來充滿便利性的生活享受。本研究以北部某營區使用「美食外送平臺」的顧客為研究對象，先以文獻探討作為發展問卷之基礎，並進行人員訪談，訪問有使用過外送平臺的消費者，針對訪談大綱內容問答，了解消費者對於使用外送平臺之訂餐體驗、使用情形及滿意度，並依據訪談結果進行歸納及分析。研究結果發現: 一、「個人背景變項」會對「使用行為」產生顯著的影響。二、「個人背景變項」會對「使用滿意度」產生顯著的影響。三、消費者的「使用行為」會對「使用滿意度」產生顯著的影響。研究建議指出外送平臺店家若想要開拓新目標客層及維持既有客戶群，可透過不定期推出關鍵促銷活動，增加使用意願。此外加強員工訓練改善服務品質，並要積極處理消費者的客訴問題，始能促使外送平臺業者達到永續經營的終極目標。

關鍵字

外送平臺；使用行為；顧客滿意度

並列摘要

With the growing prosperity of e-commerce and the spread of the new crown pneumonia epidemic, people's shopping willingness and shopping habits have also undergone considerable changes. The food delivery platform industry has been established in foreign countries for many years, and it was also quietly before the outbreak of the epidemic. In Taiwan, the delivery market has risen sharply in 2019, and has grown against the trend in the spread of the new crown pneumonia epidemic in 2020, and its performance has improved by leaps and bounds. It not only provides consumers with a more time-saving and labor-saving operation mode, but also brings convenience. Enjoy life. This study takes customers who use the "food delivery platform" in a northern camp as the research object. First, the literature review is used as the basis for the development of the questionnaire, and personnel interviews are conducted to interview consumers who have used the delivery platform, and ask questions about the content of the interview outline. , to understand consumers' ordering experience, usage and satisfaction of using the delivery platform, and summarize and analyze them based on the interview results. The results of the study found that: 1. "Personal background variables" have a significant impact on "using behavior". Second, "personal background variables" will have a significant impact on "using satisfaction". 3. Consumers' "using behavior" will have a significant impact on "using satisfaction". The research suggests that if delivery platform stores want to develop new target customers and maintain existing customer groups, they can increase their willingness to use by launching key promotions from time to time. In addition, strengthening staff training to improve service quality, and actively handling customer complaints from consumers, can promote delivery platform operators to achieve the ultimate goal of sustainable operation.