- 期刊
科技創新意識、主觀規範、滿意度與持續使用意願之研究：以美食外送平台為例
The relationship among technological innovativeness, subjective norm, satisfaction, and continuance usage intention: A case of food delivery platform
摘要
美食外送平台已成為一個新興的消費形式，透過APP訂餐即可在家享受不同餐廳所提供的美食外送服務，然而在此一新商業模式下對於消費者的滿意度與持續使用意願的討論仍屬少數，因此本研究應用期望確認理論作為理論架構基礎，並提出5項研究假設來進行研究模式驗證。為達研究目的，本研究透過Google表單建立線上問卷，邀請曾使用過美食外送平台服務的使用者協助填寫問卷，共計回收232份有效資料，其中參與者男性為98人（42.2%），女性為134人（57.8%）。所得數據資料經由SPSS 23.0進行信度與效度檢驗後，再以AMOS 20.0進行研究模式驗證。研究結果顯示：一、科技創新意識與滿意度及主觀規範具有正向影響；二、主觀規範與滿意度具有正向影響；三、滿意度及主觀規範與持續使用意願具有正向影響。故美食外送平台公司若將消費者評分視為一種滿意度，來建立外送員及餐廳的輔導與汰除機制，將有助於維持消費者持續使用美食外送平台的意願。
並列摘要
The food delivery platform has become an emerging model of consumption and people at home may enjoy the food delivery service offered by various restaurants by ordering meals via APP. However, there are few discussions about consumer satisfaction and continuance usage intention in this new business model, so this study used the expectation confirmation theory (ECT) as the basis of the theoretical framework, and 5 research hypotheses were proposed to verify the research model. For the research purpose, this study used the Google form to establish an online questionnaire and invited the users of the delivery platform service to fill out the questionnaire, and a total of 232 valid data were collected. Among the participants, 98 were males (42.2%) and 134 were females (57.8%). After the data was tested for reliability and validity with SPSS 23.0, the research model was verified by AMOS 20.0. The research results showed that: 1) Technological innovativeness was positively correlated with satisfaction and subjective norm; 2) Subjective norm was positively correlated with satisfaction; 3) Satisfaction and subjective norm were positive correlated with continuance usage intention. Therefore, if food platform companies establish a mechanism for coaching and screening delivery staff and restaurants by taking consumer ratings as a form of satisfaction, it will help maintain consumers' intention for their continuance usage of the platform.