後疫情時代的數位轉型：餐飲業者加入外送平台之最適策略選擇

Digital Transformation in the Post-epidemic Era: The Optimal Strategic Choice for Food and Beverage Store to Join the Food Delivery Platform

謝承勳(Cheng-Hsun Hsieh)；莊怡欣(Yi-Hsin Chuang)；蕭櫓(Lu Hsiao)

賽局理論 ； 最適訂價策略 ； 外送平台 ； 佣金率 ； Game Theory ； Optimal Pricing Strategy ； Food Delivery Platform ； Commission Rate

資訊管理學報

29卷2期（2022 / 04 / 30）

161 - 179

繁體中文

近年來，外送平台快速崛起改變了消費者購買餐點的習慣。人們不必親自去餐廳和手搖飲品店，利用外送平台即可獲得餐點，且疫情期間，外送平台成了重要的角色。本研究探討餐飲業者加入外送平台之最適策略選擇，以賽局理論建構一模型來分析業者加入外送平台的最適訂價策略，以及其利潤將如何受外在變數所影響等。結果發現，在均衡下，加入外送平台能使餐飲業者的實體店面內之最適餐點價格調漲，促使業者利潤增加。此外，隨著消費者的願付價格提高，不僅有利於餐飲業者選擇加入外送平台，於加入後，亦可促使外送平台降低佣金率，並有機會吸引消費者轉至實體店面購買餐點。最後，外送平台所制定的外送服務費和佣金率兩者相互權衡，並向餐飲業者收取最適佣金率，而免收消費者外送服務費。

For the past few years, the rapid rise of delivery platforms has changed consumers' habits in dealing with their meals. People are unnecessary to go to restaurants and take-away beverage shops. They get the food by delivery platform directly. Moreover, the food delivery platform has become an important role during the COVID-19 pandemic period. So, this paper studies the optimal strategy choice for food and beverage stores to join the food delivery platform and uses the game theory to construct a model to analyze the optimal pricing strategy and how its profits will be affected by external variables. The result shows that in equilibrium, the food and beverage store can set higher prices in the physical store by joining the food delivery platform and earning more profit. In addition, as the consumer's willingness to pay increases, it is not only beneficial to the food and beverage store chooses to join the food delivery platform. After joining it, that can cause the food delivery platform to reduce the commission rate, and also have the opportunity to attract consumers to the physical store. Finally, the food delivery platform traded-off between the delivery service fee and commission rate. The food delivery platform sets the optimal commission rate for the food and beverage stores and offers a free delivery service fee to the consumer.

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