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研究生:嚴靖宜
研究生(外文):YIM JENG YEE
論文名稱:外送平台之研究:以馬來西亞和台灣為例
論文名稱(外文):The Study of Delivery Service Platform: Cases of Malaysia and Taiwan
指導教授:歐宗殷歐宗殷引用關係楊景傅楊景傅引用關係
指導教授(外文):Ou, Tsung-YinYang, Albert Jing-Fuh
口試委員:陳宗輝陳志誠歐宗殷楊景傅
口試委員(外文):Chen,Tsung-HuiChen, Chih-ChengOu, Tsung-YinYang, Albert Jing-Fuh
口試日期:2022-06-11
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:國際管理碩士學位學程
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:英文
論文頁數:155
中文關鍵詞:外送平台消費者旅程地圖服務品質混合研究
外文關鍵詞:Delivery PlatformConsumer Journey MapService QualityMixed Research
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自 2020 年爆發新冠病毒的影響下,全球市場以及產業都發生變化與轉變。並且因為智慧型手機的普及化驅使下消費者行為改變許多,例如:點餐外送服務,用餐體驗已經不再是限制於內有與外帶。針對外送市場的調查報告指出藉由疫情的影響,外送市場在迅速發展。在 2020 疫情期間加速外送市場的發展,不僅不受疫情影響並且還推動經濟發展。本研究以外送市場為研究環境,針對消費者對於外送平臺的服務品質透過消費旅程地圖的過程進行探討,發現服務缺口並選擇兩個地區的消費者使用的情況與服務品質如何進行比較探討。

本研究採用混合研究方法以質性訪談與量化分析,根據 Stickdorn, M., Schneider, J.,Andrews, K., & Lawrence, A. (2011)所提出的消費者旅程地圖,作為質性訪談設計之基礎。主要透過質性訪談收集消費者使用經驗並統整訪談資料後,結合Parasuraman, A.,Zeithaml, V. A., & Berry, L. (1988)的服務品質,作為問卷設計之基礎。以臺灣和馬來西亞的消費者為樣本。而量化資料分析方法有:描述性統計、信度分析、驗證式因素分析及區別效度之
分析。
Since 2020 under the impact of the COVID-19 explosion Global markets and industries have changed and transformed. And with the spread of smartphones, consumer behavior has changed a lot, such as ordering food delivery services, and the dining experience is no longer limited to dine-in or takeaway. A survey of the delivery market reported that the delivery market is growing rapidly due to the impact of the epidemic. The growth of the delivery market accelerated during the 2020 epidemic, which was not only unaffected by the epidemic but also boosted the economy. This study uses the delivery market as the research environment to explore the service quality of the delivery platform through the process of consumer journey mapping, to identify service gaps and to compare the usage and service quality of consumers in two regions. This study uses a mixed research method of qualitative interviews and quantitative analysis,

based on the consumer journey map proposed by Stickdorn, M., Schneider, J., Andrews, K., &Lawrence, A. (2011), as the basis for the qualitative interview design. The questionnaire was designed based on the service quality of Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988), after collecting consumers' experiences through qualitative interviews and consolidating the interview data. Consumers in Taiwan and Malaysia were used as the sample. And the quantitative data analysis methods are: descriptive statistics, reliability analysis, validated factor analysis, and analysis of differential validity.
摘要 i
Abstract ii
Acknowledgments iii
Table of contents iv
List of Tables vi
List of Figures… vii
CHAPTER1:INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivation 3
1.3 Research Purpose 4
1.4 Research Process 5
CHAPTER 2: LITERATURE REVIEW 6
2.1 Delivery Services 6
2.2 Types of delivery services 6
2.3 Mixed Methods Theory of Research 8
2.4 The type of Mixed designs 12
2.5 Consumer Journey Map 13
2.6 Service Quality… 20
CHAPTER 3: METHODOLOGY 26
3.1 Research Design… 26
3.2 Qualitative Interview Design 29
3.3 Quantitative Questionnaire Design… 32
3.4 Data Analysis Methodology 33
3.5 Research Area and Sampling… 35
3.6 Research limitations 36
CHAPTER 4: ANALYZE RESULT 37
4.1 Qualitative Interview Result 37
4.2 Profile description of the interviewees 38
A. Malaysia 38
B. Taiwan 42
4.3 Collation and analysis of interviewed results… 46
4.4 Qualitative Research… 47
A. Per-test 47
4.5 Data Analysis Result 49
A. Malaysia 50
B. Taiwan 62
4.6 Summary… 74
CHAPTER 5: CONCLUSION AND SUGGESTIONS 77
5.1 Research Conclusion… 77
5.2 Future Research Suggestions 78
References 79
Appendix 86

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