Uber Eats廣告對消費者的影響之研究

外食生活型態帶來龐大商機使餐飲業競爭激烈，眾餐飲業者齊身投入外送中，盼望接觸潛藏的消費族群。近年可於電視、廣播空檔及網路平臺中發現大量美食外送平臺廣告，廣告與人類生活密不可分，並能夠反映出消費活動、流行指標及目前社會走向，而美食外送平臺廣告對消費者是否有影響呢？本文旨在探討廣告策略、社會影響與廣告效益三者間關係，及廣告是否能引起波瀾。

本研究以文獻探討瞭解美食外送平臺、平面和影音廣告的起源與發展，以及廣告策略、社會影響與廣告效益的定義與量表，修改量表以符合研究後，使用隨機抽樣且以問卷調查法，透過SurveyCake蒐集實證研究資料，共回收有效問卷440份，運用KMO與Bartlett球形檢定、因素分析、信度分析、SEM與fsQCA等統計方法探討。資料研究結果顯示，(1) Uber Eats廣告策略對社會影響具有正向且顯著之影響、 (2) Uber Eats廣告策略對廣告效益具有正向且顯著之影響、 (3) 社會影響與廣告效益互有影響力，且三個變項間互有關聯性。最後根據研究結果，提出對Uber Eats廣告業者之相關建議以及後續相關研究可改善之方向。

The lifestyle of eating out has brought about huge business opportunities, resulting in fierce competition in the food and beverage industry. One after another, the food and beverage operators have been engaged in food delivery, hoping to reach out to the potential consumers. In recent years, a large number of ads for food delivery platforms appear on TV, radio and online websites. Advertising is inextricably linked to human life and can reflect consumer activities, fashion indicators and current social trends. Does advertising on food delivery have any impact on consumers? The purpose of this paper is to explore the relationships among advertising strategy, social influence and advertising effectiveness, as well as whether advertising can cause a ripple effect.

This study utilized a literature review to comprehend the origin and development of food delivery platforms, print and audio-visual commercials, as well as the definitions and scales of advertising strategy, social influence, and advertising effect. After modifying the scale appropriately, SurveyCake was used to collect empirical study data using purposive sampling and questionnaires. There was a total of 440 valid questionnaires collected, and statistical procedures such as KMO and Bartlett's test of sphericity, factor analysis, reliability analysis, SEM, and fsQCA were utilized to further the discussion. The results of the study have shown that: (1) Uber Eats' advertising strategy has a positive and significant impact on social influence; (2) Uber Eats' advertising strategy has a positive and significant impact on advertising effect; (3) social influence and advertising effect have mutual influence, and the three variables are correlated. The study has concluded with advice for Uber Eats advertisers and suggestions for future research enhancement based on its findings.