新冠肺炎疫情期間美食外送平台用戶持續使用意願之研究

新冠肺炎大流行期間，美食外送平台的「互聯網+餐廳」模式不僅滿足了餐飲企業的需求，也滿足了消費者對方便高效的食品供應和人身安全的擔憂。本論文主要結合整合性科技接受模型(Unified Theory of Acceptance and Use of Technology, UTAUT)及期望確認模型(Expectancy Confirmation Model, ECM)模型，並將信任和習慣等心理和認知因素變數加入到所建構的研究模型中，調查並分析新冠肺炎流行期間台灣美食外送平台用戶持續使用的意願，進而了解用戶的認知與行為，並提供美食外送平台利益相關者有效地制定相關策略，從而提升用戶持續使用美食外平台的意願。本論文以居住在台灣地區有使用過美食外送平台的用戶為研究對象，並以便利抽樣方式進行抽樣，共計發出了350份問卷，回收了333份有效樣本，總計有效樣本回收率為95.1%。透過描述性統計、驗證性因素分析、結構方程模型等方法來驗證本研究所提出之各項假設，其主要研究結果如下： 1. 績效期望、滿意度與習慣均顯著正向影響COVID-19流行期間FDAs的持續使用意願，其中以習慣對FDAs的持續使用意願的影響最為顯著，其次為滿意度與績效期望。 2. 滿意度是影響美食外送平台的持續使用意願的第二大關鍵因素。 3. 績效期望與滿意度解釋了期望確認對顧客繼續使用FDAs的意願和心理效應。 4. 績效期望由期望確認測定，同時對滿意度和持續使用意願具有顯著的正向影響作用。 5. 社會影響對持續使用美食外送平台意願沒有直接的影響。 6. 信任對持續使用美食外送平台意願沒有直接的影響。綜合上述結論，本研究建議美食外送平台須滿足客戶的實際期望，形成有用的技術和技術靈感改善用戶體驗，確保提供準確和及時的穩定性訂購和交付服務、與安全和品質保證，進而建立美食外送平台的可靠聲譽，以增加客戶的信任，從而提升用戶滿意度，進而提高其持續使用美食外送平台意願。

關鍵字

新冠肺炎；美食外送平台；整合性科技接受模型；期望確認模型；持續使用意願

並列摘要

The "Internet + restaurant" model of the food delivery platform not only met the needs of catering companies, but also met consumers' concerns about convenient and efficient food supply and personal safety during the COVID-19 pandemic. This thesis mainly combines the Unified Theory of Acceptance and Use of Technology (UTAUT) Model and Expectation Confirmation Model (ECM) model, and adds the psychological and cognitive variables such as trust and habit into the constructed research model to investigate and analyze the continuance intention of users of Taiwan food delivery platform amid the COVID-19 epidemic period, so as to understand users' cognition and behavior, and provide stakeholders of food delivery platform to formulate relevant strategies effectively. In this way, users will continue to use the platform outside gourmet. This thesis takes the users who have used the food delivery apps (FDAs) in Taiwan as the research object. Convenience sampling is applied in the research, a total of 350 questionnaires are distributed, and 333 valid questionnaires are returned, resulting in an effective return rate of 95.1%. Descriptive statistics, confirmatory factor analysis, structural equation modeling were used to verify the hypotheses proposed in this study. The main research results are as follows: 1. Performance expectation, satisfaction and habit had significant positive effects on the continence usage intention of FDAs during the COVID-19 pandemic. Wherein habit had the most substantial influence on the continuance intention, followed by satisfaction and performance expectation. 2. Satisfaction is the second key factor affecting the continuance usage intention of FDAs. 3. Performance expectation is determined by confirmation and simultaneously plays a vital predictor role in influencing satisfaction and continuance intention positively. 4. Social influence had no direct influence on the continuance usage intention of FDAs. 5. Trust had no direct influence on the continuance usage intention of FDAs. Comprehensive the above conclusions, this study suggested that food delivery platform must meet the expectations of clients, form a useful inspiration to improve the user experience that ensures the stability of providing accurate and timely ordering and delivery service, and safety and quality assurance, and then establish a food delivery platform reliable reputation, in order to increase the trust of the customers, so as to improve customer satisfaction, And then improve their willingness to continue to use the food delivery platform.