疫情下平台使用與績效的關係—— 以外送平台為例

Abstract

在現代社會中，平台在各行各業扮演著重要的角色，平台隨著信息技術的發展和互聯網的興起而出現在人們的日常生活中，企業則通過在平台這個生態系統中彼此間相互依存來創造出企業無法單獨創造出的價值。許多企業選擇前赴後繼加入平台使用的風潮，電子商務平台、食物外送平台、房屋租賃平台和網約車平台等無不在人們的生活中發揮重要作用。其中，隨著Covid-19疫情的爆發，消費者原本的消費習慣不得不發生改變，食物外送平台的使用明顯在Covid-19疫情大爆發開始後成為人們日常生活中不可或缺的一部分。本論文透過對四間餐廳進行深入的訪談研究，進而了解餐廳在Covid-19疫情大流行前後期對外送平台使用的態度和實際進展，包括使用外送平台的動機，使用後是否盈利等，並進一步探討外送平台使用在外部衝擊和服務體驗的干擾下對平台使用績效產生何種影響。研究發現平台的使用頻率並非能夠一味提升使用者績效，不僅外部衝擊的強弱會對平台使用頻繁程度造成改變，自身高服務體驗的平台也難以通過平台使用來大幅度幫助使用者提升績效。

In modern society, platforms play a significant role across various industries. With the development of information technology and the rise of the internet, platforms have become an integral part of people's daily lives. Companies rely on the platform ecosys-tem to create value that cannot be achieved independently. The trend of joining platform usage is prevalent among businesses, and e-commerce platforms, food delivery plat-forms, housing rental platforms, and ride-hailing platforms all play crucial roles in peo-ple's lives. In particular, the outbreak of the Covid-19 pandemic forced consumers to alter their consumption habits. Food delivery platforms, in particular, became an indis-pensable part of people's daily lives during the peak of the Covid-19. This thesis con-ducts in-depth interviews with four restaurants to explore their attitudes and actual pro-gress in using food delivery platforms during the different phases of the Covid-19. The research covers various aspects, including the motivations for using delivery platforms, whether they were profitable, and how external shocks and service experiences affected platform usage performance. The study finds that increasing platform usage frequency does not always lead to improved user performance. The strength of external shocks significantly influences the frequency of platform usage, and even platforms with high service experiences may not substantially enhance user performance through platform usage alone.