消費者對Foodpanda餐廳不同網路口碑在猶豫不決決策之差異研究

COVID-19影響人們在生活環境中的健康，同時也改變了人類的平常生活方式，消費者更傾向非接觸式服務。政府實施各種公共衛生措施，使得更多人待在家裡，增加對送餐服務的需求，外送應用程式在餐飲業被視為創新的經營渠道。消費者依賴網路評論做出購物決策，口碑傳播為重要的行銷方式之一。面臨決策時，消費者搜尋更多的資訊，盡可能詳盡地搜索並分析資訊，但每個人的思維模式不盡相同，相異的自我建構（相依型自我與獨立型自我）會影響個體之思考模式及決策判斷方向。本研究探討網路口碑對消費者猶豫不決之影響。本研究受測者隨機分配至「相依型自我建構組」或「獨立型自我建構組」，透過三種網路口碑與外送點餐情境使受測者融入不同情境中，研究對象為東海大學學生，共發放710份，剔除無效問卷274份，回收有效問卷436份。研究結果發現，（1）網路口碑之面向對消費者猶豫不決之放棄購物車呈顯著差異；（2）在兩極化口碑情境下，年級對整體猶豫呈顯著差異；（3）在兩極化口碑情境下，年級及性別對結帳時猶豫呈顯著差異。本研究提出構成分析結果不顯著之可能因素，提供餐旅業者行銷策略之參考依據。

關鍵字

自我建構；網路口碑；猶豫不決；外送服務

並列摘要

COVID-19 has affected people's health in the lived environment. At the same time, people have changed their usual lifestyles, and consumers are more inclined to use contactless services. The government has implemented various disease-prevention measures, forcing people to spend more time indoors. This has increased the demand for food delivery services, and carry-out has become a new food service trend. consumers rely on online reviews to make shopping decisions. When faced with decision-making, consumers will search for more information, but people's way of thinking is never the same. Different self-constructions will affect each individual's thinking mode, and the direction of their decision-making and judgment. The purpose of this study is to investigate the influence of Internet word-of-mouth on consumer hesitation. The subjects were randomly assigned to ＂interdependent self-construal＂ or the ＂independent self-construal＂, and they were integrated into different situations through three online word-of-mouth situations. The research object was Tunghai University students. A total of 710 questionnaires were distributed. There were 274 unusable questionnaires, resulting in a final sampling size of 436 completed questionnaires. According to the analysis results, we found (1) online word-of-mouth has a significant impact on consumer hesitation at the point of purchase; (2) in the polarized word-of-mouth situation, overall hesitation is significantly impacted by year of study; (3) in the polarized word-of-mouth situation, year of study and gender showed significant differences in hesitation at the final payment stage. This study suggests hidden factors that led to these research findings, and provides marketing strategies for restaurants.

並列關鍵字

Self-construal ； Internet word-of-mouth ； Hesitation ； Delivery services

參考文獻

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