新冠肺炎(COVID-19) 對於學生使用外送平台習慣之影響

目的本研究以理性行為理論為基礎，並探討美食平台的便利性、疫情知覺風險以及對平台的信任，這些變數之間的影響關係為本研究的研究目的。具體而言本研究由以下研究目的所組成: 1.探討理性行為理論各變項對於美食外送平台使用意願之影響，變項包括:認知有用性、認知易用性、同儕支持。 2.探討美食外送平台的便利性以及學生對疫情的知覺風險對於美食外送平台使用意願之影響。 3.學生對於美食外送平台的信任是否直接或間接影響對於美食外送平台使用意願之探討。材料與方法本研究採取問卷調查法，採用google表單進行發送，發送對象為學生。調查時間為2021年5月1日至2021年5月30日，回收300份問卷，有效問卷為252份，回收率84%。結果與討論 1.學生對美食外送平台之「信任」對疫情下美食外送平台的「認知易用性」有影響，也就是說外送平台的營運商是可靠的、不會懷疑外送平台營運商的誠實性、外送平台的營運商會遵守承諾、使用外送平台讓我很安心、相信外送平台的安全性等等因素會讓使用者覺得這個平台是容易使用的。 2.學生對美食外送平台之「信任」對疫情下美食外送平台的「認知有用性」有影響，也就是說以上使用者對外送平台的信任可以讓他覺得外送平台可以更輕鬆的點餐、改變我以往的餐飲消費方式、是有用的餐飲消費方式、讓我點到想吃的餐點、讓我取得餐點更快速。 3.學生對美食外送平台之「信任」對疫情下美食外送平台的「便利性」有影響，也就是說上述的信任可以讓使用者覺得更方便，包括用手機就可以點餐很方便、可以隨時使用外送平台、很多餐廳都可以使用外送平台、外送平台不需要帶現金很方便、外送平台可以不用找零很方便。 4.學生對美食外送平台之「信任」對疫情下美食外送平台的「疫情知覺風險」有影響，也就是說上述的信任可以降低使用者對新冠肺炎的恐懼，包括增加使用外送平台的次數、減少感染新冠肺炎的風險性、外送平台使用時感覺很安全、不擔心使用外送平台時個資被洩露。 5.學生對美食外送平台之「認知易用性」對疫情下美食外送平台的「使用意願」有影響，外送平台是容易使用的、容易理解的、操作上很容易、操作介面很簡單、按照步驟就可操作，這些因素可幫助使用者提升使用意願。 6.學生對美食外送平台之「認知有用性」對疫情下美食外送平台的「使用意願」沒有影響，也就是說雖然使用者覺得外送平台可以更輕鬆的點餐、外送平台改變我以往的餐飲消費方式、外送平台是有用的餐飲消費方式、使用外送平台可以讓我點到想吃的餐點、外送平台可以讓我取得餐點更快速，但是以上的好處明顯與使用意願無關。 7.學生對美食外送平台之「便利性」對疫情下美食外送平台的「使用意願」有影響，外送平台的便利性包括用手機就可以點餐很方便、可以隨時使用外送平台、很多餐廳都可以使用外送平台、外送平台不需要帶現金很方便、外送平台可以不用找零很方便，以上因素讓學生更有意願訂美食外送。 8.學生對美食外送平台之「疫情知覺風險」對疫情下美食外送平台的「使用意願」有影響，也就是說對於新冠肺炎疫情的恐懼更加深學生對美食外送平台的依賴。 9.學生對美食外送平台之「同儕支持」對疫情下美食外送平台的「使用意願」有影響，學生常常會受到同儕的影響去做出相同的行為，例如身邊的同學好友很喜歡在外送平台點餐、他們認為我應該多用外送平台點餐、以及習慣跟我身邊的同學好友一起用餐，這些因素讓使用者更願意使用美食外送平台。結論本研究發現美食外送平台對學生在疫情之下的點餐是具有吸引力的，依據上述的研究發現，提出多項建議可提供給平台業者做參考。

關鍵字

新冠肺炎；美食外送平台；採用；大學生

並列摘要

Purpose This research is based on the Theory of Reason Act (TRA), and explores the relationship between these variables including peer support of college students, the ease-of-use, the perceived usefulness, the convenience of food delivery platform, the perceived risk of the epidemic, the trust in the platform, and the wiliness to use the purpose. Specifically, this research consists of the following research objectives: 1. To explore the impact of various variables in TRA on the willingness to use food delivery platforms. 2. To explore the convenience of the food delivery platform and the impact of college students’ perceived risk of the epidemic on the willingness to use the food delivery platform. 3. Whether college students’ trust in the food delivery platform directly or indirectly affects on the willingness to use the food delivery platform. Materials and Methods This research adopts a questionnaire survey method and uses a google form to send it to college students on Facebook and Instagram social media. The survey period is from May 1, 2021 to May 30, 2021. Three hundred questionnaires were returned, of which 252 were valid questionnaires. The valid response rate was 84%. Results and discussion 1. The trust of students in the food delivery platform has an impact on the cognitive ease of use of the food delivery platform under the epidemic, which means that following factors including: the operation of the food delivery platform is reliable, no-doubt on the food delivery platform, the honesty of the food delivery platform, the food delivery platform will abide by the promise, the ease of use of the delivery platform, and the belief in the safety of the food delivery platform, will make users feel that this platform is easy to use. 2. The student’s trust of the food delivery platform has an impact on the cognitive usefulness of the food delivery platform under the epidemic, which means that the above users’ trust in the food delivery platform can make them feel that the platform can order meals easier, also changing their meal’s consumption habit. Besides, the food delivery platform is a useful way instead of the usual catering consumption which allowing them to easily order the meals they want to eat, and allowing them to obtain meals more quickly. 3. The trust of students in the food delivery platform has an impact on the convenience of the food delivery platform under the epidemic. That is to say, the above trust can make users feel more convenient, including the convenience of ordering meals with mobile phones, and use the delivery platform at any time. Besides, the platform has many choices (for example, thousands restaurants on the delivery platform). The delivery platform is a convenient way because of no cash flow, no change required. 4. Students’ trust on food delivery platforms has an impact on the perception risk of food delivery platforms under the epidemic. The above trust can reduce users’ fear of COVID-19 because of no-physical-contact required in process of transaction. It reduces the risk to contact new coronary pneumonia and feels safe when using the food delivery platform. Besides, the platform promises on no worry about personal information being leaked when using the delivery platform. 5. Students’ cognitive ease of use of the food delivery platform has an impact on its willingness to use during the epidemic. The delivery platform is easy to use, easy to understand, and very easy to operate. These factors can help users increase their willingness to use. 6. Students’ cognitive usefulness of the food delivery platform has no effect on its willingness to use under the epidemic. Although users feel that the delivery platform can more easily order food and allows me to order the meals on my own, which can change my used catering consumption habit. 7. The convenience of the food delivery platform by students has an impact on the willingness to use of the food delivery platform under the epidemic. The convenience of the delivery platform includes that it is convenient to order food with a mobile phone, and the delivery platform can be used at any time. Many restaurants have adopted the delivery platform. The delivery platform does not need to bring cash. The delivery platform does not need to change. These factors make students more willing to order food delivery on the platform. 8. Students’ perception risk of the food delivery platform has an impact on its “willingness to use” during the epidemic. The fear of the new crown pneumonia epidemic has deepened students’ dependence on the food delivery platform. 9. Students’ peer support on the food delivery platform has an impact on its willingness to use during the epidemic. Students are often influenced by their peers to perform the same behavior. For example, friends and classmates around them like outside meals. Or the existing habit of friends’ and classmates’ make them think I should use the delivery platform to order food on the deliver platform. These factors make users more willing to use the food delivery platform. Conclusion This study found that food delivery platforms are attractive for college students to order meals under the epidemic. Based on the above-mentioned research findings, a number of suggestions have been provided for reference by platform operators.