| 摘要: | 本研究探討全球在COVID-19新冠病毒疫情下，「無接觸服務」隨著因擴大消費而增加的餐飲外送App，為了餐飲外送App的特性釐清對餐飲外送App使用者的知覺價值有何影響，以及為了瞭解餐飲外送App使用者的知覺價值與顧客忠誠度之間關係進行了研究。另外，其目的是瞭解餐飲外送App的特性與顧客忠誠度之間關係，尋找能夠引導送餐App的特性成為顧客積極購買行為的發展方案。本研究透過Foodpand與Uber Eat餐飲外送App的使用，研究餐飲外送App的特性，知覺價值與顧客忠誠度之間的關係。
結果顯示在餐飲外送App使用者的知覺價值分析後的四個構面為「功能價值」、「感情價值 」、「社會價值」、「經濟價值」，而餐飲外送App的特性「資訊提供性」、「訂閱服務」正向顯著影響顧客忠誠度，餐飲外送App使用者的知覺價值也正向顯著影響顧客忠誠度。而且人口統計變數也分析性別、年齡、結婚狀況、教育程度、職業、居住地、每月所得、平均一個月使用餐飲外送App次數與餐飲外送App使用者的知覺價值的四個構面有顯著關聯性。
因此，餐飲外送App業者應考慮各自公司的餐飲外送App能否以最新資料和準確的資訊提供為基礎，提供給消費者想要的商品資訊。另外，通過使用餐飲外送App的特性，確認知覺價值是使用餐飲外送App使用者的積極的購買行為，這是消費者使用餐飲外送App的忠誠，尤其是消費者的「社會價值」是主要因素。在臺灣，餐飲外送App經營者若對使用者提供多種優惠和適當的資訊提供的話，將來可以擴大使用者範圍以及確保新冠病毒疫情以後使用者依然會繼續使用餐飲外送App。
This paper discusses that the “no-touch service” has increased with the increase of food delivery applications due to the expanded consumption under the global COVID-19 pandemic. The study aims to understand the impact of the characteristics of food delivery applications on the perceived value of the food delivery application users and to understand the relationship between the perceived value of food delivery application users and customer loyalty. Besides, the study aims to understand the relationship between the characteristics of food delivery applications and customer loyalty and to find development solutions that can lead the characteristics of food delivery applications to become positive purchasing behavior for customers. This paper examines the relationship between the characteristics of food delivery application, perceived value, and customer loyalty through the use of Foodpanda and Uber Eat food delivery application.
The result shows that food delivery application users’ perceived value can be divided into four parts, which include functional, emotional, social, and economic value. The characteristics of food delivery applications, such as “information serviceability” and “subscription service,” positively and significantly influence customer loyalty and the perceived value of food delivery application users. Moreover, demographic variables were also analyzed to show that gender, age, marital status, education level, occupation, place of residence, monthly income, and the average number of times the food delivery application was used in a month were significantly associated with the four constructs of the perceived value of food delivery application users.
Therefore, food delivery application operators should consider whether their food delivery application could provide consumers with the product information they want based on up-to-date information and valid provision. In addition, by using the characteristics of the food delivery application to confirm that perceived value is a positive purchase behavior of the user using the food delivery application, which is the loyalty that customers use the food delivery application, and the “social value” of the consumer is a major factor in particular. With the coronavirus outbreak in Taiwan, if the operators of the food delivery application can offer a variety of benefits and provide appropriate information to the users, they could expand the range of users and ensure the users will continue to use the application even after the pandemic. |
