新冠肺炎疫情下餐飲外送平台訂餐體驗、生活型態與顧客滿意度之研究

Abstract

2020因COVID-19的衝擊下，宅經濟在台灣迅速崛起，消費者為了避免人與人之接觸，紛紛使用外送平台訂餐，因此外送平台成為疫情下不可或缺的訂餐工具。本研究以「Ubereats」及「Foodpanda」兩間外送平台之消費者為對象進行實證研究，發現：（1）影響消費者使用外送平台之主要因素，可以歸納為「餐食品質」、「使用介面」、「行銷優惠」及「服務品質」四個訂餐體驗，對顧客滿意度均有顯著影響效果，其中以「餐食品質」的影響最大，其次是「使用介面」與「行銷優惠」，「服務品質」影響最小。（2）消費者在使用不同外送平台訂餐時，顧客滿意度並無顯著差異。（3）不同人口統計變數的消費者，在顧客滿意度並無顯著差異。（4）以消費者之「活動」、「興趣」及「意見」三個生活型態構面進行市場區隔，發現不同市場區隔的消費者，在顧客滿意度上有顯著差異，「自主御宅型」的顧客滿意度，顯著高於「被動隨和型」，是餐飲外送平台的主要目標客群。  In 2020, due to the impact of COVID-19, the stay-at-home economy has risen rapidly in Taiwan. In order to avoid human-to-human contact, consumers have used delivery platforms to order meals. Therefore, delivery platforms have become an indispensable tool for ordering meals during the epidemic. This study conducts an empirical study on consumers of two delivery platforms, “Ubereats” and “Foodpanda”, and finds that: (1) The main factors affecting consumers’ use of delivery platforms can be summarized as "food quality", "User Interface", "Marketing Offers" and "Service Quality". The four meal ordering experiences all have a significant impact on customer satisfaction, among which the "food quality" has the greatest impact, followed by "User Interface" and "Marketing Offers", "service Quality" impact is minimal. (2) When consumers use different delivery platforms to order food, there is no significant difference in customer satisfaction. (3) Consumers with different demographic variables have no significant difference in customer satisfaction. (4) Market segmentation is carried out based on the three lifestyle dimensions of consumers’ “activities”, “interests” and “opinions”. The customer satisfaction of "Autonomous otaku type" is significantly higher than that of "passive easy-going type", which is the main target customer group of food delivery platforms.