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。

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.

目錄
第一章	緒論1
第一節 研究背景與動機1
第二節 研究目的與問題4
第三節 預期之研究貢獻4
第四節 研究流程6
第二章　文獻探討7
第一節 App品質7
第二節 品牌資產10
第三節 累積滿意度12
第四節 持續使用意圖13
第五節 衝動購買14
第六節 急迫性17
第三章　研究方法18
第一節 研究假說18
第二節 研究架構22
第三節 研究變數定義與衡量24
第四節 研究對象與問卷收集方法28
第四章　實證分析29
第一節 基本資料分析29
第二節 信度分析32
第三節 效度分析33
第四節 敘述性統計分析43
第五節 結構方程模式分析45
第六節 事後分析55
第五章　結論與建議61
第一節 研究意涵61
第二節 管理意涵62
第三節 研究建議與限制63
參考文獻65
 
圖目錄
圖1-1-1 餐飲業提供之線上服務2
圖1-4-1 研究流程6
圖3-2-1 本研究架構23
圖4-5-1 結構方程模式之路徑係數53
表目錄
表3-3-1 各變數之衡量問項27
表4-1-1 樣本基本資料31
表4-2-1 信度分析表32
表4-3-1 資訊品質各構面之驗證性因素分析34
表4-3-2 系統品質各構面之驗證性因素分析35
表4-3-3 服務品質各構面之驗證性因素分析36
表4-3-4 品牌知名度構面之驗證性因素分析37
表4-3-5 品牌形象構面之驗證性因素分析37
表4-3-6 累積滿意度構面之驗證性因素分析38
表4-3-7 持續使用意圖構面之驗證性因素分析38
表4-3-8 衝動購買構面之驗證性因素分析39
表4-3-9 急迫性構面之驗證性因素分析40
表4-3-10 相關係數與區別效度分析42
表4-4-1 敘述統計分析表43
表4-5-1 結構方程模式之衡量分析結果46
表4-5-2 結構方程模式的適配度指標50
表4-5-3 假說檢定之結果52
表4-5-4 調節效果之結果54
表4-6-1 應變數為持續使用意圖的中介效果檢定59
表4-6-2 應變數為衝動購買的中介效果檢定59
表4-6-3 中介效果檢定結果60

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