功利主義還是享樂主義？ 消費者外送平台使用意願影響因素

在智慧型手機及網際網路的普及下，美食外送平台成為台灣新興的訂餐模式。本研究的目的在探討消費者對於外送美食平台訂餐的功利主義與享樂主義認知對購買意圖的影響因素。研究過程採用問卷調查法，總計獲得472份有效問卷。統計方法則採用皮爾森積差相關及迴歸分析，以對研究數據進行深入分析。研究結果顯示，在功利主義、享樂主義對購買意圖的影響上，兩者皆有顯著的影響。進一步分析則發現功利主義中的三個子構面中，只有易用性對購買意圖有顯著影響，但資訊性與便利性對購買意圖的影響力不顯著。而享樂主義的三個子構面，分別為角色性、划算性和社會性，對購買意圖均有顯著的正向影響。本研究也發現，特別是等候餐點時間過長可能影響消費者的感受。因此，如何提高點餐的效率是未來可以積極改善的面向。

關鍵字

美食外送平台；功利主義；享樂主義；購買意圖；等候時間

並列摘要

With the proliferation of smartphones and the internet, food delivery platforms have emerged as a new dining option in Taiwan. The aim of this study is to explore the factors influencing consumers' purchase intentions on food delivery platforms, focusing on their utilitarian and hedonic perceptions. The research employed a questionnaire survey method, yielding a total of 472 valid responses. Statistical methods including Pearson correlation and regression analysis were utilized to conduct a comprehensive analysis of the research data. The results show that both utilitarian and hedonic perceptions significantly impact purchase intentions. Further analysis reveals that among the three sub-dimensions of utilitarianism, only usability has a significant influence on purchase intentions, while informativeness and convenience do not. On the other hand, all three sub-dimensions of hedonism—role fulfillment, cost-effectiveness, and sociability—positively influence purchase intentions. The study also highlights that prolonged waiting time for food delivery can negatively affect consumers' perceptions. Therefore, improving the efficiency of ordering processes is an area that can be actively enhanced in the future.