基於風險觀點探討新冠疫情下美食外送平台使用意願之研究──以信任為中介變數

A study of the Willingness to Use Food Delivery Platforms nder the Covid-19 Epidemic from a Risk Perspective: Trust as a Mediating Variable

近年來全球受到新冠疫情影響之下，觀光業與餐飲業面臨前所未有的危機。然而，外送餐飲業績卻逆勢成長。外送平台業者指出，自2019年疫情爆發以來，民眾擔心在外逛街或用餐時不慎染疫，加上政府積極宣導防疫，業者推動無接觸送餐與居家享用美食等防疫策略，帶動整體外食訂單銷量，更加速餐飲外送平台服務進入消費者的生活。因此本研究基於風險觀點，並加入信任機制，探討新冠疫情下，消費者的知覺風險、新冠疫情嚴重性與信任對美食外送平台使用意願。本研究採用便利抽樣調查方式，並以全台曾使用過外送美食App的299位民眾為研究對象。本研究結果顯示：（一）知覺風險負向顯著影響信任。（二）新冠疫情嚴重性正向顯著影響信任。（三）信任正向顯著影響外送美食App使用意願。（四）信任在知覺風險、新冠疫情嚴重性與外送美食App使用意願之間具有中介效果。最後，本研究針對研究結果提出相關建議，以作為餐飲外送業者參考。

In recent years, the tourism and catering industries are facing an unprecedented crisis due to the global impact of the Covid-19 epidemic. However, the business of delivery catering is growing against the trend. Since the outbreak of the epidemic in 2019, the government is actively promoting epidemic prevention. Therefore, people are worried about accidentally contracting the virus while shopping or eating out. This study is based on the risk perspective and incorporates a trust mechanism to investigate the willingness to use food delivery platforms under the Covid-19 epidemic. The study used a convenience sampling to survey people who had used food delivery apps in Taiwan as the target population. A total of 420 questionnaires were distributed, and 121 invalid questionnaires were excluded from the survey, resulting in a total of 299 valid samples, with a valid recovery rate of 74.7%. The results of this study showed that: (a) Perceived risk negatively influenced trust. (2) Trust was significantly affected by the severity of the Covid-19 epidemic. (3) Trust positively and significantly influenced the willingness to use the food delivery app. (4) Trust mediated the relationship between perceived risk, severity of the epidemic, and willingness to use the food delivery app. Finally, this study proposed relevant recommendations for the food delivery industry as references.