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系統識別號 U0002-2001202015541300
中文論文名稱 消費者對美食外送平台使用意圖之探討—以台灣市場為例
英文論文名稱 Consumer Usage Intentions on Online Food Delivery Platform —A Case Study of Taiwan
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 108
學期 1
出版年 109
研究生中文姓名 林勝蒝
研究生英文姓名 Sheng-Yuan Lin
學號 607550380
學位類別 碩士
語文別 中文
口試日期 2019-12-28
論文頁數 115頁
口試委員 指導教授-張俊惠
委員-孫嘉祈
委員-黃志文
中文關鍵字 美食外送平台  整合型科技接受模型  態度  使用意圖 
英文關鍵字 Food Delivery Platform  Unified Theory of Acceptance and Use of Technology  Attitude  Usage Intentions 
學科別分類
中文摘要 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
英文摘要 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.
論文目次 目錄
目錄 I
表目錄 III
圖目錄 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第四節 研究範圍與對象 7
第五節 研究流程 8
第二章 文獻回顧 9
第一節 美食外送平台 9
ㄧ、外送之種類 10
二、平台之定義 13
三、平台之發展 15
四、線上訂餐之定義 16
五、台灣市場線上美食外送平台品牌現況之簡介 18
第二節 整合型科技接受理論 21
一、理性行為理論 (THEORY OF REASONED ACTION, TRA) 23
二、創新擴散理論 (INNOVATION DIFFUSION THEORY, IDT) 24
三、計畫行為理論 (THEORY OF PLANNED BEHAVIOR, TPB) 28
四、社會認知理論 (SOCIAL COGNITIVE THEORY, SCT) 31
五、科技接受模型 (TECHNOLOGY ACCEPTANCE MODEL, TAM) 34
六、個人電腦使用模型 (MODEL OF PC UTILIZATION, MPCU) 39
七、動機模型 (MOTIVATION MODEL, MM) 41
八、整合科技接受模型及計畫行為理論(COMBINED TAM&TPB,C-TAM-TPB) 42
九、整合型科技接受模型 (UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY ,UTAUT) 44


第三章 研究方法 46
第一節 研究架構 46
第二節 研究假說 47
第三節 研究變數之定義與衡量 51
第四節 研究設計 57
第五節 資料分析方法 59
第四章 資料分析與結果 67
第一節 問卷發放及回收情況 67
第二節 樣本資料之敘述性統計分析 68
第三節 美食外送平台使用概況統計 73
第四節 信度分析 76
第五節LISREL模式分析 77
ㄧ、結構方程路徑模型 77
二、整體模型配適度評估 82
三、衡量模式之評估 85
四、假說驗證 87
五、整體結構關係路徑圖分析 89
第五章 研究結論與發現 92
第一節 研究結論 92
第二節 研究發現 94
第三節 研究限制與未來研究建議 97
參考文獻 98
一、中文文獻 98
二、英文文獻 100
三、網路文獻 107
附錄 研究問卷 109


表目錄
表 2- 1外送之總類 12
表 2- 2平台之定義彙整表 14
表 2- 3線上訂餐定義之彙整表 16
表 2- 4整合型科技接受模型相關理論 21
表 2- 5理性行為理論構面定義 23
表 2- 6創新擴散理論構面定義 26
表 2- 7計畫行為理論構面定義 28
表 2- 8社會認知理論構面定義 32
表 2- 9科技接受模型構面定義 34
表 2- 10延伸式科技接受模型構面定義 37
表 2- 11個人電腦使用模型構面定義 39
表 2- 12動機模型構面定義 41
表 2- 13結合科技接受模型及計畫行為理論構面定義 42
表 2- 14整合型科技接受模型構面定義 44

表3- 1 本研究假說彙整表 50
表3- 2績效預期之操作性定義與衡量問項 51
表3- 3努力預期之操作性定義與衡量問項 52
表3- 4社會影響之操作性定義與衡量問項 53
表3- 5促進條件之操作性定義與衡量問項 54
表3- 6態度之操作性定義與衡量問項 55
表3- 7使用意圖之操作性定義與衡量問項 56
表3- 8敘述性統計分析問項彙整表 60
表3- 9構面間之相關係數與程度劃分 61
表3- 10 LISREL參數符號說明 63
表3- 11相關衡量指標 65

表 4- 1問卷發放與回收狀況 67
表 4- 2整體有效樣本之性別分佈情形 68
表 4- 3整體有效樣本之年齡分布情形 69
表 4- 4整體有效樣本之教育程度分佈情形 69
表 4- 5整體有效樣本之職業分佈情形 70
表 4- 6整體有效樣本之平均月收入分佈情形 71
表 4- 7整體有效樣本之居住地分佈情形 71
表 4- 8整體有效樣本之婚姻狀況分佈情形 72
表 4- 9使用過美食外送平台的受訪者之使用頻率分佈情形 73
表 4- 10使用過美食外送平台的受訪者之最常使用平台分佈情形 74
表 4- 11使用過美食外送平台的受訪者之平均消費金額分佈情形 75
表 4- 12整體樣本各構面之信度分析表 76
表 4- 13整體模式中的可觀察變相與潛在變數 78
表 4- 14結構方程式之參數說明 80
表 4- 15結構方程式之參數說明 80
表 4- 16相關配適度參數說明 84
表 4- 17整體樣本衡量模式之評估 85
表 4- 18整體樣本之研究假說驗證結果 88
表 4- 19整體樣本結構關係路徑效果分析 91


圖目錄
圖 1- 1本研究之研究流程 8
圖 2- 1理性行為理論 24
圖 2- 2創新擴散理論(1983) 25
圖 2- 3創新擴散理論(1991) 27
圖 2- 4計畫行為理論 29
圖 2- 5分散式計畫行為理論 30
圖 2- 6社會認知理論觀念架構圖 31
圖 2- 7社會認知理論 33
圖 2- 8科技接受模型架構 35
圖 2- 9修正後科技接受模型架構 35
圖 2- 10延伸式科技接受模型 38
圖 2- 11個人電腦使用模型 40
圖 2- 12動機模型 41
圖 2- 13結合科技接受模型及計畫行為理論 43
圖 2- 14整合型科技接受模型 45
圖 3- 1本研究研究架構 46
圖 4- 1本研究整體模式之結構路徑圖 79
圖 4- 2本研究整體樣本結構關係路徑分析圖 90

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蕭裕品(2019)。美食外送App土洋爭霸 搶賺225億「懶人財」。遠見雜誌,2019年8月號。取自
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