共享經濟外送員的忠誠行為分析──慣性行銷效果

Loyalty of Food Delivery Drivers in the Sharing Economy: the Effects of Inertia Marketing

外送員在共享經濟體制扮演關鍵角色，惟過去運輸研究對外送員工作態度與認知欠缺關注，在日益重要的共享經濟產業中，形成研究缺口。本研究延伸自我決定理論、慣性行銷與承諾信任理論，分析外送員對外送工作的行為忠誠與態度忠誠議題，並評估X與Y世代外送員在外送行為的差異。研究蒐集476份有效問卷，依結構方程模型，驗證五項假設。分析結果發現，外送動機是預測外送行為的重要變數，X世代外送員著重外部動機，而Y世代則強調內部動機。此外外送員連續與規律的外送行為，可有效養成工作慣性，產生對外送工作的行為忠誠；同時外送平台的關係行銷，可有效提高外送員的體制信任與承諾，轉工作慣性為行動慣性，形成可強化續任意圖的態度忠誠。

Studies of food delivers in the sharing economy are vital but still very limited in transport fields and the issues of loyalty have not yet drawn sufficient research attention. Extending self-determination theory, we draw on inertia marketing and commitment-trust theory to test the effects of inertia marketing on the behavioral loyalty and attitudinal loyalty of food delivery drivers a sharing economy context. The differences between Generations X and Y are also investigated. Five hypotheses were subjected to empirical validation. To test these hypotheses, a valid sample of 476 food delivery drivers was gathered in Taiwan through online questionnaires. The partial least squares structural equation modeling (PLS-SEM) technique was utilized to analyze the research data. Food delivery drivers’motivations predict job engagement and continuing intention. Generation X tends to be extrinsically driven, and Generation Y tends to be intrinsically motivated. Job engagement develops inertia mindset, leading to behavioral loyalty. Relationship marketing may moderate inertia to increase attitudinal loyalty. Online platforms should enable service providers to engage in their jobs intensively and regularly to foster the inertia mindset that forms an exit barrier of behavioral loyalty. Also, using inertia marketing, the platform may implement proactive relationship measures, particularly strengthening institutional trust and relationship benefits, to elevate loyalty to the attitudinal level.