知覺價值及知覺風險對宅配晚餐購買意願之影響

The Impact of Perceived Value and Perceived Risk on Purchase Intention of Home-Delivery Meals

近年來共享經濟的議題在台灣逐漸受到重視，宅配晚餐運用共享經濟的概念，強調將家中廚房自己烹煮的家常餐食與他人分享，使家庭廚房可以得到額外的收入，而忙碌的上班族可以享受到家菜常的溫馨。由於此種以分享為概念的經營模式及消費觀念與傳統餐廳不同，因此本研究以宅配晚餐為主題，探討消費者對宅配晚餐的知覺價值及知覺風險是否會影響購買意願。本研究以便利取樣的方式進行問卷調查，共回收187 份有效問卷。調查結果顯示知覺價值中的品質及便利性對是決定消費者對宅配晚餐購買意願的重要因素，而知覺風險則對宅配晚餐的購買意願無顯著性影響。本研究進一步針對不同消費者特質進行分析，發現對於已婚的消費者來說，僅有便利性對宅配晚餐購買意願具有正向顯著的影響力，而對於家中有長輩同住的消費者，品質價值是決定他們是否購買宅配晚餐的主要關鍵因素。本研究同時提出具體建議，提供宅配晚餐業者作為研擬經營策略、提昇商品價值的參考。

The sharing economy, popularized by the likes of Airbnb and Uber, has generated growingpublic interest in recent years. Applying the concept of sharing economy, the home-deliverymeals emphasize that people can share their home-cook meals with others so they are able toenjoy dinners with their families after a busy day. As this new meal-sharing service continues togrow, it offers both opportunities and challenges to the foodservice industry. The study intendedto explore how customers’ perceived value and perceived risk influenced their intention to purchasethe home-delivery meals. Using a convenient sampling technique, 187 usable questionnaireswere collected. The study results revealed that quality and convenience values significantlyinfluenced the customers’ purchase intention. However, perceived risk did not show a significantrelationship with purchase intention. For married customers, convenience value is the only significantfactor to influence purchase intention, while quality value is the major determinant of purchaseintention for people living with an elder. Implications and recommendations for the home-deliverymeal providers were also discussed in this paper.