臺灣博碩士論文加值系統

隨著智慧型手機和網際網路的使用率日益增加，餐飲外送服務開始利用這趨勢，「外送平台」便面世，並出現不少外送平台競爭者。由此本研究希望探究提高消費者服務體驗及回購意願的方法，希望能夠給予外送平台改進的建議。為了探討這議題，本研究以曾使用外送平台的越南民眾為研究對象，透過SPSS22.0的分析工具，釐清服務流程、餐廳品質、行銷與收費、應用程式介面、消費者滿意度和消費者訂購頻率之間的關係。本研究得出餐廳品質、行銷與收費及應用程式介面對消費者滿意度有正面顯著影響；行銷與收費與應用程式介面對消費者訂購頻率有正面顯著影響；消費者滿意度對消費者訂購頻率有正面顯著影響。造成這個現象的原因，餐廳品質、行銷與收費與應用程式介面均可能是消費者比較在意的因素，導致會影響消費者滿意度及消費者訂購頻率。

With the increasing use of smartphones and the Internet, catering delivery services have begun to take advantage of this trend, and "delivery platforms" have emerged, also many delivery platform competitors have emerged. Therefore, this research hopes to study how to improve the consumer's service experience and repurchase willingness, and hopes to give suggestions regard the improvement of the delivery platform service. In order to explore this topic, this research surveyed Vietnamese people who have used delivery platforms as the research object. Through SPSS22.0 analysis tools, it can be understood about the relationship between service process, restaurant quality, marketing and charging, application programming interface, consumer satisfaction, and consumer order frequency. This study found that restaurant quality, marketing and charging and application programming interface have a positive and significant impact on consumer satisfaction; marketing and charging and application programming interface have a positive and significant impact on consumer ordering frequency; consumer satisfaction has a positive and significant impact on consumer ordering frequency. The reasons for this phenomenon is that restaurant quality, marketing and charging, and application programming interface may be factors that consumers are more concerned about, which will affect consumer satisfaction and consumer order frequency.

目　次 i
表　次 iii
圖　次 v
第一章　緒論
第一節　研究背景與研究動機 1
第二節　研究問題與研究目的 5
第三節　研究流程 6
第二章　文獻回顧
第一節　電子商務、應用程式及雙邊平台 8
第二節　ONLINE TO OFFLINE 模式 10
第三節　餐飲外送平台 11
第四節　消費者滿意度 13
第五節　餐飲外送平台之影響因素 16
第三章　研究方法
第一節　研究架構與假說 19
第二節　研究對象與方法 20
第三節　問卷設計 21
第四節　統計方法 22
第四章　研究結果
第一節　樣本基本資料分析 30
第二節　敘述性統計結果 35
第三節　信度分析結果 41
第四節　人口變項對各變項之差異性分析 42
第五節　迴歸分析結果 59
第六節　研究假設結果 62
第五章　研究結論與建議
第一節　研究結論 64
第二節　研究限制 67
第三節　研究建議 68
參考文獻
一、中文部分 70
二、英文部分 70
附錄
附件一　問題樣本(中文版) 73
附件二　問題樣本(越南語版) 78

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