以科技接受模式探討消費者使用外送平台APP意願之研究

隨著外食人口及現代人因消費力提昇，雙薪家庭變多，家庭不開伙的比例逐漸上升，進而促使外送經濟的蓬勃發展。近年來，隨著科技不斷的進步及普及，行動性、便利性、即時性等新型態創新APP 正在重新定義現代人們的生活。新型態的行動APP 的出現，使得生活更加便利，促使這種新型態的APP 受到大家的關注及使用。外送平台在設備端以及APP 上不斷的更新及配合使用者的操作習慣，無疑是想要滿足消費者的便利性，以及快速且簡易的完成付款結帳，這種配合現代科技進步的模式，在未來將擁有無限的商機;但如何更新軟體並且配合使用者的喜好，讓使用者提高使用的次數，且讓使用者擁有強烈的黏著度在此平台，將成為平台業者非常重要的議題。有鑑於此，本研究特別著重以下幾點作為研究問題進行探討： 1、探討外送平台APP 消費者的知覺有用性、知覺易用性對消費行為之影響？ 2、探討外送平台APP 消費者的使用態度（認知成分）及使用態度（行為意圖成分）對消費行為之影響？ 3、探討外送平台APP 使用者的知覺有用易用性、使用態度（認知成分）及（行為意圖成分）、消費行為之間的關係？為深入分析這些影響消費者的使用情形的重要問題，本研究將以Davis 所提出的科技接受模式(TAM)為出發點，探討知覺有用性、知覺易用性、使用態度（認知成分）、使用態度（行為意圖成分）以及消費行為五個調節變項相互之間的關係。本研究利用問卷發放的方式，收集不同區域、不同族群的使用者對於外送平台APP 的使用方式及習慣，並以SPSS 軟體進行數據分析。透過研究結果發現：(1)不同教育程度、使用金額的消費者在知覺易用性對於外送平台APP達到顯著水準; (2)不同教育程度、使用金額的消費者，對於使用態度（認知成分）達到顯著水準；而不同教育程度的消費者對於使用態度（行為意圖成分）達到顯著水準;(3)探討受試者對於知覺有用性、知覺易用性、使用態度（認知成分）、使用態度（行為意圖成分）以及消費行為之關聯性，知覺易用性對於消費行為，呈現高度相關。由此可見，知覺易用性對於消費行為，有高度的相關性，亦即外送平台APP 使用者愈認同知覺有用性與知覺易用性，愈容易認同外送APP 符合其生活方式，產生優越感，甚至推薦他人使用等。因此透過本研究可針對分析使用者經驗以及消費行為提供具體建議與後續研究課題給外送平台APP 之業者，在經營上及了解市場反應之現況，作為發展及推廣計畫的參考依據。

關鍵字

消費行為、外送平台APP、科技接受模式、使用者經驗與態度

並列摘要

As the food consumption population and modern people's consumption power increase, double-paid households increase, and the proportion of families who do not have a partner gradually increases, which in turn promotes the vigorous development of the delivery economy. In recent years, with the continuous advancement and popularization of technology, new types of innovative apps such as mobility, convenience, and immediacy are redefining the lives of modern people. The emergence of a new type of mobile APP has made life more convenient, and this new type of APP has attracted everyone's attention and use. The continuous updating of the delivery platform on the device side and the APP and the user's operating habits are undoubtedly to meet the convenience of consumers and to complete the payment checkout quickly and easily. This mode of cooperation with modern technological advances, There will be unlimited business opportunities in the future; but how to update the software and match the user's preferences, let users increase the number of uses, and let users have strong adhesion on this platform, will become a very important issue for platform operators. In view of this, this study particularly focuses on the following points as research questions: 1. Discuss the impact of app consumers' perceptual usefulness and perceptual usability on the delivery platform? 2. Discuss the impact of the use attitude (cognitive component) and use attitude (behavior intention component) of APP consumers on the delivery platform? 3. Explore the relationship between applicability, ease of use, attitude (cognitive component) and (behavior intention component), and consumer behavior of APP users on the delivery platform? In order to deeply analyze these important issues that affect consumers' use cases, this study will use Davis's technology acceptance model (TAM) as a starting point to explore the usefulness of perception, ease of perception, attitudes to use (cognitive components), attitudes to use (Behavior intention component) and the relationship between the five adjustment variables of consumer behavior. In this study, the questionnaire is used to collect the usage and habits of users of different regions and different ethnic groups on the delivery platform APP, and SPSS software is used for data analysis. Through the research results, it is found that: (1) consumers with different education levels and usage amounts have achieved a significant level of perception ease of use for the delivery platform APP; (2) consumers with different education levels and usage amounts have an attitude towards use (cognitive components ) Reached a significant level; and consumers with different educational levels reached a significant level of use attitude (behavior intention component); (3) Discuss the usefulness, perceptual ease of use, use attitude (cognitive component), and use attitude of the subjects for perception (Behavior intention component) and the relevance of consumer behavior, the ease of perception is highly relevant to consumer behavior. It can be seen that the ease of perception has a high correlation with consumer behavior, that is, the more users of the delivery platform APP agree with the usefulness of perception and the ease of perception, the easier it is to agree that the delivery APP conforms to its lifestyle and produces superiority. Feeling, and even recommend others to use. Therefore, through this study, we can provide specific suggestions and follow-up research topics for analyzing user experience and consumer behavior to the operators of the delivery platform APP, in terms of operation and understanding of the current situation of market response, as a reference basis for development and promotion plans.