| 摘要: | 由於COVID-19於全球造成重大疫情，大幅驅動並提升原先已具有相當成長潛力的美食外送平台之商機。為探究美食外送平台使用者所著重的屬性，及其帶來的消費者內心歷程，本研究以方法目的鏈理論與情緒ABC理論分別作為探討消費者正、負面內心歷程架構，輔以階梯訪談與內容分析法進行挖掘消費者內心著重之要素及行為意圖。本研究針對40位平台使用者進行一對一深度訪談，建構出完整的正、負面價值階層圖，並進一步分析性別與平台分群之差異。
研究結果顯示消費者最為著重優惠促銷方案、不限時外送機制、顧客服務品質與線上訂餐訊息溝通等屬性，且這些屬性得以帶給消費者節省金錢、節省時間、便利與幫助訂餐決策等結果，進而衍生出享樂人生、成就感與冒險刺激等正向價值。進一步的探究性別分群路徑可得知，女性較為著重不限時外送機制及優惠促銷方案，男性則為優惠促銷方案及顧客服務品質；在平台分群中Food panda以優惠促銷方案及不限時外送機制為主要優勢，Uber Eats則是顧客服務品質、優惠促銷方案及介面使用設計三大要素為平台優勢。另一方面，消費者在面對平台的不完善時，最關注之屬性為外送服務失誤、客服管道不暢通、營運資訊內容缺乏與餐點供應失誤是否有疏失，以致消費者感受到耗費時間、不佳的問題處理、降低使用動機與餐點品質不佳等信念，引發憤怒、挫敗、焦躁等情緒結果。進一步針對性別分群路徑可發覺，男女性皆對於外送服務失誤及客服管道不暢通產生不滿；而平台分群中Food panda以高訂價及外送服務失誤為消費者在乎的要素，Uber Eats則是客服管道不暢通及餐點供應失誤為主要缺失要素。
本研究之結果不僅可提供予美食外送平台業主與餐飲合作業者，釐清消費者獲得正、負向價值之原因，亦可做為行銷策略的參考依據以建立更加完善的顧客關係。
The COVID-19 global pandemic has profoundly driven and propelled the business opportunities of food delivery platforms, which already had considerable growth potential. To explore the attributes that are considered to food delivery platform users and the internal processes of consumers, this study has applied the means-end chain theory and the ABC theory of emotions as the framework for exploring the positive and negative internal processes of consumers, supplemented by ladder interviews and content analysis to explore the elements and behavioral intentions that are important to consumers. The study conducted one-on-one interviews with 40 platform users to construct a complete positive and negative value hierarchy, and further analyzed the differences in gender and platform clusters.
The results of the study suggest that consumers are most concerned with attributes such as promotional offers, all-day deliveries, customer service quality, and communication of online ordering information. These attributes lead to savings in money, time, convenience, and help in ordering decisions, which in turn leads to positive values such as enjoyment, fulfillment, and sense of adventure. And further analyzed the differences in gender clusters, show that female pay more attention to the all-day deliveries and promotional offers, but the male pay more attention to the all-day deliveries and customer service quality；In the platform clusters, Food panda has the main advantages of promotional offers and all-day deliveries, but Uber Eats has the three main advantages of customer service quality, promotional offers and interface design. On the other hand, when consumers face imperfections in the platform, the attributes they are most concerned about are delivery service errors, poor customer service channels, lack of operational information, and whether or not there is negligence in the supply of ordered meals, resulting in time consuming experiences, poor problem handling, reduced motivation to use, and poor quality of meals. This in turn leads to emotional outcomes such as anger, frustration, and anxiety. And further analyzed the differences in gender clusters, show that both female and male are dissatisfied with delivery service errors and poor customer service channels；In the platform clusters, Food panda takes high pricing and delivery service errors as the factors that consumers care about, and Uber Eats has the main shortcoming elements due to poor customer service channels and supply of ordered meals errors.
The conclusions drawn from this study will not only provide food delivery platform owners and restaurant partners with a clear understanding of the reasons for positive and negative consumer value, but also serve as a reference for marketing strategies to build better customer relationships. |
