外送平台品質與品牌形象對消費者行為之研究

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題名:	外送平台品質與品牌形象對消費者行為之研究 The Influence on the Consumer's Willingness to Purchase and the Purchasing Behavior of the Quality and Brand Image of the Delivery Platform.
作者:	曾玠荁 ZENG, JIE-HUAN
貢獻者:	經營管理學系
關鍵詞:	平台價值;品牌形象;消費者購買意願;消費者購買行為 The value of the platform;The brand image;The consumer's willingness to purchase;Consumers purchasing behavior
日期:	2021-07-13
上傳時間:	2022-10-31 05:37:41 (UTC+0)
出版者:	亞洲大學
摘要:	外送平台由國外開始發展到國內市場，剛開始大家對於他的使用率極低，但是在2020年隨著新型冠狀病毒的蔓延，疫情逐漸影響到大家的日常生活，飲食習慣也隨之改變，許多人為了要減少感染的機會，開始選擇叫外送來取代外出用餐，外送平台的重要性也逐漸增加，平台的品質及形象會成為消費者考慮選擇使用的重要因素。本研究在於探討消費者會如何去選擇外送平台的角度出發，由平台品質包括:餐廳品質、行銷與收費、服務流程，與品牌形象包括:功能性、象徵性、經驗性，而個人的主觀規範也是其中影響因素之一，對於使用外送平台購買意圖之有正向影響，會直接影響消費者購買意圖或是購買行為。本研究採用實證方法，以具備使用外送平台經驗者為研究對象，以問卷調查方法收集資料，使用SPSS、Smart PLS進行資料分析驗證。透過本研究分析結果，可以得知消費者在使用外送平台的環境中，外送平台的品質與品牌形象及主觀規範，對消費者的顧客購買意圖、消費者購買行為之關聯皆為正向影響。 The initial delivery platform was created in foreign countries and gradually developed to the domestic market in Taiwan. In the beginning, the occasion to use their service was quite low. Still, as soon as the covid-19 started spreading out in 2020, the epidemic gradually influences everybody's daily living. Even the dining habit has also been changed when most people intend to reduce the chance to be affected and choose food delivery instead of having the meal in the restaurant. The importance of the delivery platform has been increasing. The quality and the brand image for the delivery platform are the critical factors consumers will consider then to make the option. The study launch starting with the angle of how the consumer will choose the delivery platform, the quality of the platform include and begin with the quality of the restaurant, marketing and charge, service process, and brand image including the functionality, symbolic, empirical, and the regulation of personal subjective is also one of the factors with certain effect. To have a positive influence by applying the delivery platform will directly impact the consumer's intention to purchase or purchase behavior. The study applies the empirical method, and the research objects are the people who had experience using the delivery platform, and the information collected is done by questionnaire and use SPSS smart PLS to proceed with information analysis and verification. The result of analysis to the study shows that the quality, the brand image and the personal subjective make the positive influence especially to the aspect the consumers are willing to buy and consumers purchase behavior.
顯示於類別:	[經營管理學系 ] 博碩士論文

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