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系統識別號 U0026-1607201922330400
論文名稱(中文) 消費者的價值觀對於美食外送平台使用意圖之探討-以便利性為中介變數
論文名稱(英文) The Mediating Role of Convenience Motivation in the Consumer Value and Use Intention in Food Delivery Platform
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 107
學期 2
出版年 108
研究生(中文) 張琇婷
研究生(英文) Shiu-Ting Chang
學號 R66061035
學位類別 碩士
語文別 中文
論文頁數 50頁
口試委員 指導教授-郭亞慧
口試委員-蔡東峻
口試委員-曾瓊慧
口試委員-高如妃
中文關鍵字 價值觀  便利性  動機  使用意圖  美食外送平台 
英文關鍵字 List of value  convenience  motivation  use intention  food delivery platform 
學科別分類
中文摘要 美食外送平台為一日漸興盛的產業,現代人日趨忙碌導致吃飯時間能省則省。雖然台灣的外送平台已有多家爭鳴,許多相關機構也預估未來的外送市場會持續成長,然而用戶數卻成長緩慢,出現行銷成果不彰的問題,只能不斷的以價格補貼來吸引用戶。為了深入了解何種消費者會比較願意接受如此新型態的服務,因此本研究利用value-motivation-behavior模型來探討消費者如何以價值觀來影響外送平台的使用意圖。本研究總共收集了629分有效問卷來驗證專為外送平台發展的模型,研究結果顯示便利動機對於外送平台的使用意圖有正向的影響,而內在價值觀能正面增強消費者的便利動機,相反的,外在價值觀對便利動機有負向影響,內在與外在兩個價值觀都必需透過便利動機發揮完全中介效果來影響使用意圖。
此外,為了精準定位出美食外送平台的潛在消費者,本研究進行集群分析。根據分群結果,高收入高內在價值觀的族群對於便利動機與外送平台的使用意圖最高。因此業者可強調便利性所帶來的好處,並且針對此群體制訂行銷策略,可以提高美食外送平台的行銷效果,也能夠增加消費者使用服務的可能性。
英文摘要 Food delivery platform is an emerging industry, which deals with the problem that people are too busy to eat out nowadays. The market of food delivery platform is currently at a stage of introduction. By offering meal delivery in a convenient way, it is estimated to grow substantially in the future. Yet, due to ineffective marketing promotions such as attracting users with price subsidies, the food delivery platform is facing a decreasing growth rate. To provide a better understanding of which consumers who would adopt this new service, this study aims to understand how consumers’ values influence their intention to use food delivery platforms by applying the value-motivation-behavior model. To test this research model, this study has an online survey on 629 consumers in Taiwan. Results indicate that higher internal value leads to higher convenience motivation whereas higher external value leads to lower convenience motivation, and that convenience motivation further positively influences use intention, fully mediating the relationship between these two values(i.e., internal and external) and use intention.

An additional cluster analysis was conducted to identify the group of consumers who had the highest intention on using the food delivery platforms. Based on the results, those who have higher income and higher internal value have the highest convenience motivation and use intention. Therefore, marketers of food delivery platforms should develop specific strategies and emphasize the offered benefits of convenience to consumers who have high income and high internal value, increasing the effect and efficiency of their marketing efforts.
論文目次 第一章 緒論 1
1.1 研究背景 1
1.2 研究目的 3
第二章文獻探討 5
2.1 理論基礎:value-attitude-behavior system 5
2.2 消費者的價值觀 6
2.3 動機-便利動機 9
2.4 價值觀與動機 11
2.5 使用意圖 12
2.6 便利動機與使用意圖 13
第三章研究方法 15
3.1 研究架構 15
3.2 研究設計 16
3.3 研究變數之操作型定義與衡量 16
第四章研究結果 21
4.1探索式因素分析(EFA) 22
4.2驗證式因素分析(CFA) 24
4.3結構方程模型(SEM) 26
4.4 集群分析(Cluster Analysis) 32
第五章結論與建議 35
5.1研究討論 35
5.2 研究貢獻 37
5.3 研究限制 38
5.4 研究建議 38
5.5 結論 39
參考資料 40
附錄 44
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