本研究目的在探討以計畫行爲理論,分析消費者使用餐飲外送平台線上訂購之行爲意向,經由過去文獻整理建立觀念性架構,並以消費者的訂購餐點行爲為研究對象進行驗證分析,採用紙質問卷調查方式實施調查,回收問卷550份,剔除無效問卷8份,有效問卷542份,有效問卷率達98.5%。受測資料利用SPSS軟體來進行資料分析,所採用的分析包含信度分析、驗證性因素分析、敘述性統計分析、變異數分析、結構方程式等方式進行資料分析。本研究結果如下: 一、一般社會大衆對於採用外送平台APP的「態度」對使用餐飲平台外送服務活動的「行為意向」為正相關顯著。 二、一般社會大衆對於採用外送平台APP的「主觀規範」對使用餐飲平台外送服務活動的「行為意向」為正相關顯著。 三、一般社會大衆對於採用外送平台APP的「行為控制知覺」對使用餐飲平台外送服務活動的「行為意向」為正相關顯著。
The purpose is to discuss the behavioral intention of consumers to order online using the food delivery platform based on the theory of planned behavior, establish a conceptual framework through past literature compilation, and verify and analyze the behavior of consumers' ordering meals as a research object A paper questionnaire survey was used to conduct the survey. 550 questionnaires were recovered, 8 invalid questionnaires were removed, and 542 valid questionnaires were removed. The effective questionnaire rate reached 98.5%. The tested data uses SPSS software for data analysis. The analysis used includes reliability analysis, confirmatory factor analysis, descriptive statistical analysis, variance analysis, structural equations and other methods for data analysis. The results of this study are as follows: 1. The general public's "attitude" regarding the use of the delivery platform APP is positively correlated with the "Behavior Intention" of using the food delivery platform's delivery service activities. 2. The general public has a significant positive correlation with the "subjective norms" of using the delivery platform APP to the "behavior intention" of using the delivery service activities of the catering platform. 3. The general public has a significant positive correlation with the "behavior control perception" of using the delivery platform APP to the "behavior intention" of the use of food delivery platform service activities.