感知利益、感知風險、信任對雲端廚房消費意願之研究

Effects of perceived benefit, perceived risk and trust on Cloud Kitchen customers’ behavioral intentions

在後疫情時代，由於消費行為的變化及外帶/外送需求的增加，餐飲業需適應社會變遷以求生存。目前，「外帶、外送」以及「雲端廚房」已成為行業標準。本研究應用前景理論，探討台灣消費者對雲端廚房的認知，以及其感知利益、風險和信任對消費意願的影響。研究通過為期兩個月的在線和紙本問卷收集資料，共回收301份有效問卷，並使用SPSS 24和Amos 24進行數據分析。結果顯示，消費者的知識對感知利益及信任具有正向影響，進而增強消費意願；然而，知識與感知風險之間也存在正相關，且不能作為中介變數。此研究結果可供未來學術研究以及餐飲業行銷策略制定參考。

In the post-epidemic era, consumer behavior in the restaurant industry is shifting towards more takeout and delivery. Restaurant owners need to adjust to these changes to remain competitive. Social distancing has made ''takeout and delivery'' a necessity for most restaurants, with the ''cloud kitchen'' model becoming prevalent. This study utilizes prospect theory to examine Taiwanese consumers' knowledge of cloud kitchens and their perceived benefits, risks, and trust. A 2-month survey was conducted, collecting data from 301 participants who had recently ordered food delivery. Analysis using SPSS 24 and Amos 24 indicated that consumer knowledge positively affects perceived benefits and trust, influencing purchase intention, but also increases perceived risk. The findings offer insights for future marketing strategies in the restaurant industry.