餐飲業網路外賣信任機制之研究：以Uber Eats為例

Research on trust mechanism of online takeaway in food and beverage industry: A case of Uber Eats

網路科技的發展與智慧型手機的普及，餐飲網路外賣平台服務商機蓬勃發展。本研究藉由探討付款安全性與隱私權政策對信任信念、黏度與推薦意願之影響，解釋個體在參與餐飲網路外賣平台服務的過程中，建立其信任的前因、信任信念與信任建立後之行為等構面之間的關係。研究結果顯示，付款安全性與隱私權政策對信任信念有顯著正向影響，信任信念對黏度與推薦意願有顯著正向影響，以及信任信念在付款安全性與隱私權政策對黏度與推薦意願之間具有部分中介效果。基於實證結果，本研究建議餐飲網路外賣平台業者能增強外賣網站的信任機制，以增進消費者對該外賣網站的信任基礎，並能進一步維持長期的顧客關係。

With the development of network technology and popularity of using intelligent mobile phones have enhanced the business opportunities for online takeaway services. This study focus on the impact of payment security and privacy policy on trust beliefs, stickiness and recommendations, hoping to build an integrated trust model to explain the consumer consideration process before participating in a community, i.e., the relationships among antecedents of trust, trust beliefs, and output behaviors after the establishment of trust. The results show that payment security and privacy policy have positive impact on trust beliefs, trust beliefs have positive impact on stickiness and recommendations, and through trust beliefs payment security and privacy policy have positive impact on stickiness and recommendations. As a result, this study suggests that such on-line takeaway food services should enhance the trust mechanism of their websites in order to enhance customers' trust and maintain a long-term relationship.