探討持續使用與衝動購買之影響因素-以外送APP為例

網際網路及行動裝置不斷的演進，加上台灣外食比例增加，進而孕育出外送App。本研究將以台灣地區的外送App為例，利用SOR的模型當作架構，探討消費者對於外送App的品質、品牌資產、累積滿意度、衝動購買及持續使用意圖的影響情況，而品牌資產還包括品牌知名度與品牌形象。研究方法將採用問卷調查法，利用SPSS與AMOS分析822份問卷。研究結果顯示，僅有品牌資產中的品牌知名度對於累積滿意度不成立，品質與品牌形象對累積滿意度都呈正向顯著，累積滿意度對於持續使用意圖與衝動購買也都呈顯著關係，急迫性在累積滿意度與衝動購買間也具有調節的作用。

關鍵字

外送App ；累積滿意度；持續使用意圖；衝動購買；急迫性

並列摘要

The Internet and mobile devices continue to evolve, and the proportion of food consumed in Taiwan has increased, which has led to the food delivery of apps. This study will use the SOR model as an example to explore the impact of consumers on the quality, brand equity, cumulative satisfaction, impulse buying, and continuance usage in Food Delivery Applications . Brand equity also includes brand awareness and brand image. The research method will use the questionnaire method to analyze 822 questionnaires using SPSS and AMOS. The results of the study show that only brand awareness in brand equity does not hold for cumulative satisfaction. Both quality and brand image are positive for cumulative satisfaction. Cumulative satisfaction also has a significant relationship with continuance intention and impulse buying. Urgency also has moderating effect between cumulative satisfaction and impulse buying.