新冠疫情下影響餐飲業微型創業之多準則評估

Multi-criteria Assessment of Micro-Entrepreneurship in Catering Amid COVID-19

胡宜中(Yi-Chung Hu)；林意雯(I-Wen Lin)；曹淑茹(Shu-Ju Tsao)；賴俊宏(Chun-Hun Lai)

新冠疫情 ； 餐飲業 ； 微型創業 ； 宅經濟 ； 決策實驗室法 ； 數位應用 ； COVID-19 Pandemic ； Catering Industry ； Micro-Entrepreneurship ； Stay-At-Home Economy ； DEMATEL ； Digital Applications

科技管理學刊

27卷1期（2022 / 06 / 01）

55 - 92

繁體中文

微型企業的運作提供改善社會問題和就業機會。2020年年初全球發生新冠疫情，造成失業人數的攀升，為尋求穩定收入，掀起了一股微型創業潮。在眾多職業類別，餐飲業最受青睞，疫情情勢下宅經濟升溫，數位應用和美食外送平台蓬勃發展，因此需要瞭解在疫情下，影響創業的關鍵因素及其相互影響的關係，以取得創業競爭優勢。由於探討之問題屬多屬性決策分析議題，因此本研究透過德爾菲法邀請具餐飲業微型創業經驗之專家協助建立研究架構。為得知因素間因果關係，本研究再邀請118位微型餐飲業經營者進行多準則決策之決策實驗室法問卷填答，並使其瞭解決策問題再進行問卷填答。從經營者的角度來看，實證結果顯示產品評估、產品定價、產品進銷存、市場接受度、行銷活動、網路平台與風險承擔為關鍵準則，其中產品評估扮演源頭的角色，表示微型創業者首要應以此準則優先進行管理，以實現產品開發能力。最後本研究依據重要度與績效值分析提出改善策略，藉由數位工具應用管理強化績效。研究結果期使欲投入餐飲業微型創業者做為參考，於創業前能先思考未來創業後之經營策略，以謀求提升競爭優勢。

The operation of micro-enterprises improves social issues and employment opportunities. Since the beginning of 2020, the global outbreak of COVID-19, causing the number of unemployed to climb. A wave of micro-entrepreneurship is generated as many people seek to stabilize their income. Among many occupational categories, the catering industry is the most popular one. Under the epidemic situation, the home economy is heating up, and digital applications and food delivery platforms are booming. Therefore, it is necessary to understand the key factors affecting entrepreneurship and their interrelationships in order to gain a competitive advantage in entrepreneurship. Since the question discussed is an analysis topic of multiple attribute decision making, through the Delphi Method, this research invited the experts with the experience in the micro-entrepreneurship of the catering industry to help construct a research framework. In order to know the causal relationship between the factors, this study invited 118 micro-catering operators to complete the multi-criteria decision-making laboratory method questionnaire, and to make them understand the decision-making problem and then complete the questionnaire. It is shown that from the operators' point of view, the key factors affecting the micro-entrepreneurship in the catering industry under the COVID-19 pandemic include ＂product evaluation＂, ＂product pricing＂, ＂product purchase, sales and inventory＂, ＂market acceptance＂, ＂marketing activities＂, ＂network platform＂, and ＂risk assumption＂, etc. The cause and effect diagram shows that in order to effectively improve the performance of all key factors, ＂product evaluation＂ plays the role of the source, and ＂product evaluation＂ is also the first item that should be improved before the catering micro-entrepreneurship. Indicates that micro-entrepreneurs should first and foremost manage with this criterion in order to achieve product development capabilities. This research proposed the key factors improvement strategies based on the importance and performance value analysis of key criteria, and considered how to strengthen performance with digital tools in order to enhance the competitive advantage of the micropreneurs entering the catering industry.

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