餐飲外送平台易用性及便利性對消費者再購意願之影響—以平台隱私安全性為干擾變項

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Title:	餐飲外送平台易用性及便利性對消費者再購意願之影響—以平台隱私安全性為干擾變項 The effects of Usability Evaluation and Convenience Evaluation of Food Delivery Platform on Customer's Repurchase Intention — The Information Security Evaluation as a Moderating Variable
Authors:	王志文
Contributors:	企業實務管理數位碩士在職專班
Keywords:	餐飲外送再購意願 Food Delivery Customer's Repurchase
Date:	2020
Issue Date:	2020-08-24 11:11:32 (UTC+8)
Abstract:	隨著通訊軟體的興起，以及近年消費者的行為模式改變，投入餐飲平台的人力與店家也跟著爆炸性成長，顯示外送平台商機已然悄悄崛起，逐漸改變國人的飲食習慣。如何透過餐飲外送平台功能及機制來吸引消費者增加訂單成交量，已成為餐飲外送平台不得不重視的議題。加上餐飲外送平台旋風式成長，形成新興產業，故目前並沒有太多與餐飲平台和消費者再購意願之間的連結性相關之研究。因此本研究透過發放網路問卷共計回收 414 份，針對統整後之數據資料透過 SPSS 進行統計分析軟體，以驗證本文之假說，並透過研究結果提出對於餐飲外送平台相關業者之研究建議。研究發現餐飲外送平台介面操作性目前都可維持消費者再購意願，但在便利性上可再強化平台功能機制，正確提供消費者需要之資訊。本研究也發現，平台隱私安全機制確實會干擾消費者之再購意願。總結整體而言，該如何達到餐飲外送平台易用性、便利性，以及隱私安全性三者合一，提高消費者之再購意願，是未來各餐飲外送平台必須思考之方向。 With the rise of communication software and changes in consumer behavior pat- terns in recent years, the food delivery platforms have also grown explosively, showing that the food delivery platform business have quietly risen and gradually changed the habits of people. How to attract consumers to increase through the functions of the food delivery platform has become an issue. And the growth of food delivery platforms and the formation of emerging indus- tries, there is currently not much research related to the connection between food deliv- ery platforms and consumers’ repurchase intentions. Therefore, in this study, with of 414 copies were collected through the online questionnaires data was analyzed by SPSS to verify the hypothesis of this article, and the research recommendations for catering delivery platform related companies were proposed through the research results. The study found of the food delivery platform interface can currently maintain consumers' repurchase intention, but in terms of convenience, the platform's functional mechanism can be further strengthened to correctly provide the information consumers need. This study also found that the platform's privacy security mechanism does inter- fere with consumers' repurchase intention. In summary, the food delivery platforms need to focus on how to achieve the com- bination of ease of use, convenience, and privacy of the food delivery platform to pro- mote consumers' repurchase in the future.
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