- 期刊
消費者於美食外送平台應用程式選擇之研究：以科技接受模式及平台提供服務作探討
Consumers' choices on food delivery platform application: Technology Acceptance Model and the platform services are addressed
摘要
台灣的美食外送平台的起點始於2012年，而這股風潮在2019年開始有大量的相關報導。現今美食外送平台的品牌選擇多元，業者們推出許多優惠，多數使用運費折扣來吸引消費者；此外，自媒體報導中常見消費者抱怨美食外送平台的服務，可見平台消費者可能不只在意運費折扣，也可能在意平台提供服務。本研究以「科技接受模式」作為研究架構的基礎，以科技接受模式中前置變數（主觀規範、印象、產出品質、結果明確性）、認知有用性、認知易用性、行為意圖之間的影響；並納入平台服務（運費價格、線上客服處理）做為考量，探討消費者於美食外送平台應用程式之行為模式。本研究調查對象為台灣大學生，共計回收有效問卷395份，以SPSS軟體進行統計分析。研究結果發現：（1）科技接受模式各構面、運費價格、線上客服處理之間的7個假設皆為成立；（2）平台服務對於其他構面（認知有用、認知易用、行為意圖）的影響雖具有顯著性，但解釋力不高（解釋力介於22～36%）；（3）科技接受模式中的認知有用性及認知易用性對行為意圖的影響具有顯著性，且解釋力也相對高（解釋力介於62～70%）。最後，本研究依據研究結果及研究限制進行討論，並提出相關的建議，期望有助於美食外送平台業者在未來的發展。
並列摘要
The year 2012 was the beginning of food delivery companies, which started their businesses in Taiwan. After that, there are more discussions and media coverages on food delivery, and it has become a trend in 2019. There are different food delivery brands that customers can choice. These food delivery brands are having different promotions, and having discount on delivery fees to attract their customers. According to media reports, food delivery company's platform service is what customers complain about the most. It can be notice that discount on delivery fees and platform service are essential for customer to consider while using food delivery service. Technology Acceptance Model was adopted and it was serviced as this study's framework. The following variables are included in this study, and variables are antecedent variables (including subject norm, image, output quality, and result demonstrability), perceived usefulness, perceived ease of use, intention to use, and platform service (including delivery fees, and on-line customer service). These variables were used to understand customers' behaviors on using food delivery platform APP. University students were invited to participate in this study. Questionnaire was used, and 395 valid questionnaires were obtained. The data was further analyzed in SPSS. This study has following findings: (1) all seven hypotheses were tested and are supported; (2) platform service positively affected other variables (perceived usefulness, perceived ease of use, and intention to use); however, the explanatory power was not high (the values were between 22~36%); (3) the variables on perceived usefulness and perceived ease of use in the Technology Acceptance Model, positively affected intention to use, and the explanatory power was high (the values were between 62~70%). Finally, the study provided conclusions and addressed study limitations. In addition, the study proposed suggestions to the industry practitioners for their future operation.