新冠肺炎（Covid-19）疫情席捲全球，全世界許多產業包括航空業、製造業及餐飲服務業等皆呈現停擺狀態，全球經濟也因而呈現下滑狀態。舉例來說，Line新聞指出全美2020年有幾近21%的餐廳因疫情遭受永久凍結。以台灣的情況來說，截至12月全台2020年的餐飲成長率為負值，為過去19年以來第一次。然而全球包含台灣在內的食物外送平台的業績卻是呈現正成長的狀態，整體來看業績成長幾近5成，這個現象可能源自於消費者行為的改變或政府政策的影響。由於疫情可能影響人類的心理進而改變他們購買物品時的決定，許多學者已經著手於研究在新冠肺炎期間的消費者行為議題。在這篇研究中，研究者意在檢驗新冠肺炎是否可能改變台灣消費者在食物外送平台上的行為，並找出可能造成這種現象的重要心理因素。先前的研究指出，人格特質及消費者態度可能會促成消費者特定的購買行為，此外人格特質也可能讓消費者對疫情有不同的反應。而假如使用某種產品與服務可以讓人們減少受疫情感染的風險，人們對於產品的態度也可能會改變，而食物外送平台正是可以讓人們減少接觸感染風險的一種方式。因此，人格特質、態度、消費者行為三者之間的關係便被視為此研究的核心研究目標。
為了探究新冠肺炎期間台灣食物外送平台上的消費者行為，研究邀請到19歲至30歲間及少數30歲以上的自願者填寫線上調查問卷。本研究問卷依三個目的來設計：1. 辨別受試者們的人格特質（共有5種）、2. 蒐集受試者們對於疫情期間使用食物外送平台服務的看法、3. 了解受試者們在疫情發生前後於食物外送平台上的口碑行為與實際使用情形。資料收集完後，研究人員使用相關性分析與簡單線性迴歸分析等兩種研究方法，檢驗新冠肺炎是否確實改變了消費者們在食物外送平台上的使用行為以及是否改變了其心理因素對於消費行為的影響。研究者期望這篇研究的結果能夠讓讀者們了解，在新冠肺炎期間消費者人格特質及態度對口碑行為及使用行為的影響會如何改變。研究結果直指人格特質的確會對消費者行為造成影響；然而疫情期間，消費者更在乎的是食物外送平台對防疫的幫助，故疫情爆發後消費者對線上食物外送平台的看法及態度反倒成為影響其行為的關鍵因素。
對研究領域的學者來說，本篇研究可以作為未來在疫情期間對於消費者行為研究的參考。對於餐飲業的業者包括食物外送平台業者來說，他們得以得知在疫情期間可以鎖定哪類消費族群，以及疫情期間消費者對於外送取得餐點的方式會持有什麼樣的態度。新冠肺炎帶來的衝擊猝不及防，因此研究者期許大家可以透過學術的專業一同了解疫情下消費者行為的議題，並在未來再次遇到這類情形時能及早有應對的依據。

Due to the outbreak of Covid-19, industries such as airline industry, food service industry, and manufacturing industry have been suspended. Thus, the economy has plunged globally. For example, according to Line Today News, there were almost 21% of restaurants in the U.S. closed in 2020. In Taiwan, the revenues growth of restaurants also became negative, which did not appear in Taiwan’s restaurant industry in the past 19 years. However, the sales of online food delivery platforms such as Foodpand, Uber Eats, and Honest Bee increased by almost 50%. This phenomenon can be caused by the change of consumer behavior and government’s policy. Many researchers have been working on the study of consumer behavior during Covid-19 since the pandemic can influence people’s psychology and further change their decisions while making purchase. In this study, the researcher aims at examining whether Covid-19 can transform the consumer behavior of online food delivery (OFD) platforms in Taiwan and finding out important psychological factors which might lead to this phenomenon. Some previous studies have demonstrated that personality traits and attitudes can trigger customers’ certain buying behaviors. In addition, personality traits may cause people to have different reactions to Covid-19. People’s attitude toward a product may also change during Covid-19 if the product may help people lower the risk of being infected with the virus; OFD platform is one of the ways that can reduce the risk of contact infection. Therefore, the relation between personality trait, attitude, and Covid-19 are considered as the core research targets in this study.
To investigate the consumer behavior of OFD platforms in Taiwan during Covid-19, volunteers from 19 to 30 years old with a few ones over 30 are invited to do an online questionnaire. The questionnaire is designed with three purposes: to identify participants’ personality traits (five types), to collect participants’ attitude toward using OFD platforms during the pandemic, and to understand participants’ Word-of-Mouth (WOM) behavior and usage of OFD platforms before and after the outbreak of Covid-19. After the data are collected, correlation analysis and linear regression are used to testify whether Covid-19 does change user’s behavior of OFD platforms and the psychological factors’ influence on the behavior. The results of this research point out that personality traits do influence consumer behavior. However, during Covid-19, people seem to care more about OFD platform’s efficiency of reducing the risk of spreading the virus. That is to say, attitude becomes the most critical factor to influence consumer behavior.
The outcome of this research is expected to let readers understand how personality traits’ and attitude’s influence on consumer’s WOM behavior and usage of OFD platforms can change during Covid-19. For researchers in academic fields, this study can serve as a reference for future research about the consumer behavior in the time of the pandemic. For store owners in restaurant industry, they will know which customers they should target at and how customers think about using delivery service to get their meal during Covid-19. The outbreak of Covid-19 was so unprecedented that different businesses could not take precautions in time. The researcher expects that the academy can work together to understand the consumer behavior during Covid-19 to develop knowledge basis for both businesses scholars to refer to if this situation should happen again.

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