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| 題 名 | 消費者對外送平臺飲食動機與體驗之研究=A Study on Consumers' Motivation and Experience of Eating on Delivery Platforms |
|---|---|
| 作 者 | 吳佳華; 嚴永騰; 金弘儒; 李正文; 謝政龍; 蕭誼坣; | 書刊名 | 台灣雙福三創管理評論 |
| 卷 期 | 2:3 2022.09[民111.09] |
| 頁 次 | 頁29-37 |
| 分類號 | 496.34 |
| 關鍵詞 | 外送平臺; 飲食動機; 體驗; 美食; Delivery platform; Diet motivation; Experience; Gourmet; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 本研究之目的旨在探討消費者對外送飲食動機、體驗之間的關連性,研究方 法為便利抽樣法,研究者是以抽樣調查的方式進行問卷發放與調查,共計發放 328 份問卷,研究工具包含:飲食動機表、體驗量表及消費者基本資料,依研究 目的及驗證假說,本研究以描述統計、信度分析、獨立樣本 T 檢定、單因子變異 職數分析、Pearson 積差相關分析法及多元迴歸分析等方法進行檢測,瞭解消費 者依據不同群組對外送飲食動機、體驗之關連性。研究結果顯示,不同教育程度、 不同選擇外送平台因素、不同在疫情期間,使用餐飲外送平台頻率具有顯著差異。 消費者對外送飲食動機與體驗具有預測能力及正向影響力,彼此之間亦具有相關 性存在。依據研究結果,建議相關業者單位,注重消費者所重視、所滿足的需求 才是服務業的根本,本研究結果做為相關業者著於不同消費者對外食飲食動機、 體驗擬定行銷策略之參考。 |
| 英文摘要 | The purpose of this research is to explore the connection between consumers’ motivation and experience in sending out food. The research method is convenience sampling. The researcher conducts questionnaires and surveys in the form of sample surveys. A total of 328 questionnaires and research tools are distributed. Including: diet motivation scale, experience scale and basic consumer data. According to the research purpose and test hypothesis, this research uses descriptive statistics, reliability analysis, independent sample T test, single factor variation job number analysis, Pearson product difference correlation analysis method and multiple regression analysis and other methods for testing, to understand the relationship between consumers' motivation and experience of sending meals according to different groups. The research results show that there are significant differences in the frequency of using catering delivery platforms for different education levels, different factors in choosing delivery platforms, and different periods of the epidemic. Consumers’ motives and experiences of sending meals have predictive power and positive influence, and they are also correlated with each other. Based on the research results, it is recommended that relevant industry units pay attention to the needs that consumers value and satisfy are the foundation of the service industry. The results of this research serve as a reference for relevant industry players to develop marketing strategies based on different consumers' motivations and experiences in eating and drinking. |
本系統中英文摘要資訊取自各篇刊載內容。