應用AHP探討，消費者選擇餐飲外送平台之關鍵因素

Applying AHP to Explore the Key Factors Affecting Consumers to Choose the Food Delivery App

由於目前餐飲外送平台之功能皆大同小異，消費者如何從差異不大之餐飲外送平台做出選擇，引發本研究探討消費者選擇餐飲外送平台關鍵因素之動機。本研究先藉由文獻探討得到五個關鍵構面與二十一個因素，並使用層級分析法，依問卷結果計算構面和因素整體權重，再加以排序與分析。 研究結果顯示，消費者選擇餐飲外送平台關鍵構面之第一名為餐點，前四名因素分別為「食品安全與衛生」、「品質」、「便利性」、「價格」；此外統計檢定顯示:年齡對平均每次點餐份數有顯著影響、月收入對平均使用平台年數有顯著影響。最後，本研究依研究結果提出建議，希望協助餐飲外送平台業者制定發展策略，增強其競爭力。

Given little differentiation among food delivery apps in their delivery service, meal, app design, and app function, we embark on a study to identify the key factors affecting con-sumers’ choices of food delivery apps. Five dimensions and 21 key factors were obtained through literature review, after which the AHP (Analytic Hierarchy Process) method was adopted to calculate the overall weights of the dimensions and factors, to be then ordered and analyzed. The results indicated that the most important dimension of the food delivery app to customers was “meal”. The top four factors were “food safety and hygiene”, “quality”, “convenience”, and “price”. Moreover, statistical tests revealed that age had a significant influence on the average num-ber of meal portions per order, and monthly income on the average number of years of app usage. Spearman’s Rank Correlation Coefficient Test showed that the two groups of gender could be combined. Finally, we provide suggestions based on the top four factors to assist food delivery app operators in developing strategies to increase their competiveness.