第三方餐飲外送平台價值分析：餐飲供應合作夥伴之觀點

Hierarchical Value Analysis of Third-Party Food Delivery Platforms: Perspective of Food and Beverage Providers

台灣外食市場每年成長，業者面對的競爭卻來越來越白熱化，越來越多餐飲業者採用第三方的餐飲外送平台，銷售外送餐點，選用外送平台有優點也有缺點，究竟是甚麼原因讓餐飲業者投入餐飲外送平台的懷抱？加入平台後又能為企業帶來哪些價值？本研究透過方法目的鏈，訪談40 位餐飲業者，分析外送平台合作之屬性以及合作後所得的結果及最終可獲取之價值。研究結果共獲得了9 個屬性、8 項結果、6 項價值，並藉由分析蘊含矩陣，建立階層價值圖，了解屬性、結果、價值之關聯，並找出最重要之路徑，提供第三方的餐飲外送平台服務設計之參考。

Although the Taiwanese food and beverage market grows, the food and beverage face keener and keener competition because the increase of providers. More and more food and beverage providers use third-party food delivery platforms (FDPs). There are advantages but also disadvantages to adopt a FDP. It is therefore an important issue to understand the why food and beverage providers are willing to participate FDPs. Mean-end chain was used to analyze the attributes, consequences, and values of third-party FDPs for food and beverage providers. Forty owners of catering restaurants were interviewed. From the collected data, content analysis was conducted and hierarchical value maps were built. Management implications are provided for FDPs to design attractive service accordingly.