消費者對美食外送平台使用意圖之探討—以台灣市場為例

在智慧型手機及網際網路日漸普及下，由美食外送平台下訂餐點的訂餐模式應運而生；在台灣的餐飲外送市場上，消費者使用美食外送平台的人數及使用頻率日漸趨增，形成對台灣餐飲外送市場上一股不容忽視的力量。因此，本研究將針對台灣餐飲外送市場，消費者對使用美食外送平台之使用意圖及相關消費行為進行研究探討。本研究係採用整合型科技接受模型(UTAUT)作為本研究之架構發展基礎，探討台灣餐飲外送市場中，消費者對美食外送平台的「績效預期」、「努力預期」、「社會影響」及「促進條件」對「使用意圖」之影響；此外，為了研究台灣餐飲外送市場上消費者的態度是否會影響其對美食外送平台的使用意圖，因此在本研究架構中加入「態度」來作為內生變數。本研究使用SPSS 22.0版與LISREL 8.71版做為資料分析之工具，透過結構方程模式來分析驗證，並得出以下三點結論：ㄧ、台灣美食外送平台市場中，消費者的績效預期、社會影響及促進條件對使用意圖有影響二、台灣美食外送平台市場中，消費者的態度依然是使用意圖的重要前因三、台灣美食外送平台市場中，消費者的態度扮演著重要的中介角色

關鍵字

美食外送平台；整合型科技接受模型；態度；使用意圖

並列摘要

With the increasing popularity of smartphones and the Internet, using the food delivery platform to ordering food this new ordering model emerged as the times require; in Taiwan's food delivery market, the number and frequency of consumers using the food delivery platform are gradually increasing. Therefore, this study will be aimed at Taiwan's food delivery market to discuss the factors affecting consumers to use food delivery platforms and related consumption behaviors. This study uses the Unified Theory of Acceptance and Use of Technology Model (UTAUT) as the basis for the development of this research. To discuss the "Performance Expectancy", "Effort Expectancy", "Social Influence" and 'Facilitating Condition' impact on consumer's 'Usage Intention' in the Taiwan food delivery platform market. In addition, in order to study whether the attitude of consumers in the Taiwan food delivery market will affect their intention to use the food delivery platform, an “attitude” is added as an endogenous variable in this research framework. This study uses SPSS version 22.0 and LISREL version 8.71 as a tool for data analysis, which is verified by structural equation model analysis and draws the following three conclusions: 1.In the Taiwan food delivery platform market, consumers’ Performance Expectancy, Social Influence, and Facilitating Condition have an impact on Usage Intentions. 2.In the Taiwan food delivery platform market, consumers’ Attitude is still an important cause of impact on Usage Intention. 3.In the Taiwan food delivery platform market, consumers’ Attitude plays an important intermediary role.

並列關鍵字

Food Delivery Platform ； Unified Theory of Acceptance and Use of Technology ； Attitude ； Usage Intentions

參考文獻

Bentler, P. M., & Bonett, D. G. (1980). Significance Tests and Goodness of Fit in The Analysis of Covariance Structures. Psychological Bulletin, 88(3), 588-606.

一、中文文獻