近幾年來，隨著宅經濟的盛行與近期新冠疫情的影響民眾減少外出頻率，締造了外送平台業者爆發性的成長，在服務消費者的同時許多問題也漸漸浮出檯面，間接影響著消費者對平台的信心。本研究以「創新抵制理論」之五大障礙為研究主架構，並依感知風險分類將其中之風險障礙細分，探討哪些因素會造成消費者不再繼續使用外送平台。研究方法採用問卷調查法，利用 SPSS 與 AMOS 分析 555 份問卷。研究結果顯示，僅有傳統障礙對於持續使用意願之假說不成立，其餘使用障礙、風險障礙、價值障礙與形象障礙對持續使用意願皆呈現負向顯著關係。

In recent years, with the prevalence of the stay-at-home economy and the recent impact of the COVID-19 epidemic, people have reduced their frequency of going out, which has created an explosive growth of delivery platform companies. To retailers, there are many problems happened when they serve their customers, which may affect customers’ confidence and sequent purchase. This research applies the "innovation resistance theory", its related factors, and its structure to analyze the food-delivery platform. Specifically, this study uses the five factors of perceived risk instead of one single risk factor because they are more suitable to the context of food-delivery platform. This study adopts survey method to collect data, and then use SPSS and AMOS to analyze 555 collected questionnaires. The research results show that  only one hypothesis is not supported ( i.e., the one regarding traditional barriers and continued use intention). All of the remaining hypotheses have been empirically supported. That is, use barriers, risk barriers, value barriers and image barriers all have a negative and significant relationships with the continued use intentions. Implications for theory and practice are also provided in this study.

壹、緒論	1
第一節 研究背景與動機	1
第二節 研究問題與目的	4
第三節 預期之研究貢獻	4
第四節 論文架構	5
貳、文獻探討	7
第一節 Online to Offline(O2O)	7
第二節 餐飲外送平台	8
第三節 創新抵制理論	10
第四節 持續採用意願	16
參、研究設計與方法	18
第一節 研究假說	18
第二節 研究架構	24
第三節 研究變數與衡量	25
第四節 研究對象與問卷收集	29
肆、驗證分析與討論	30
第一節 樣本基本資料分析	30
第二節 敘述性統計分析	32
第三節 信度分析	37
第四節 效度分析	38
第五節 結構方程式模型	48
第六節 調節效果之檢驗	53
伍、結論與建議	56
第一節 研究意涵	56
第二節 管理意涵	58
第三節 研究限制與建議	61
參考文獻	62
中文文獻	62
英文文獻	63

圖目錄
圖1-4-1 論文架構  6
圖3-2-1 本研究架構 24
圖4-5-1 研究架構模型之路徑分析 52

表目錄
表2-3-1 風險障礙細項統整與實例  14
表4-1-1 有效樣本基本資料  31
表4-2-1 使用障礙之敘述性統計  32
表4-2-2 財務風險之敘述性統計  32
表4-2-3 安全風險之敘述性統計  33
表4-2-4 功能風險之敘述性統計  33
表4-2-5 心理風險之敘述性統計  33
表4-2-6 時間風險之敘述性統計  34
表4-2-7 價值障礙之敘述性統計  34
表4-2-8 傳統障礙之敘述性統計  34
表4-2-9 形象障礙(負面口碑)之敘述性統計  35
表4-2-10 隱私顧慮之敘述性統計  35
表4-2-11 感知新鮮感之敘述性統計  36
表4-2-12 持續使用意願之敘述性統計  36
表4-3-1 各變數之信度分析表  37
表4-4-1 使用障礙構面之驗證性因素分析  39
表4-4-2 財務風險構面之驗證性因素分析  39
表4-4-3 安全風險構面之驗證性因素分析  40
表4-4-4 功能風險構面之驗證性因素分析  40
表4-4-5 心理風險構面之驗證性因素分析  41
表4-4-6 時間風險構面之驗證性因素分析  41
表4-4-7 價值障礙構面之驗證性因素分析  42
表4-4-8 傳統障礙構面之驗證性因素分析  42
表4-4-9 形象障礙(負面口碑)構面之驗證性因素分析  43
VIII
表4-4-10 隱私顧慮構面之驗證性因素分析  43
表4-4-11 感知新鮮感構面之驗證性因素分析  44
表4-4-12 持續使用意願構面之驗證性因素分析  44
表4-4-13 區別效度之分析  47
表4-5-1 模型適配度檢定表  49
表4-5-2 各假說之結果  52
表4-6-1 隱私顧慮對使用障礙與持續使用意願之階層迴歸分析  53
表4-6-2 隱私顧慮對風險障礙與持續使用意願之階層迴歸分析  54
表4-6-3 隱私顧慮對價值障礙與持續使用意願之階層迴歸分析  54
表4-6-4 隱私顧慮對傳統障礙與持續使用意願之階層迴歸分析  55
表4-6-5 隱私顧慮對形象障礙(負面口碑)與持續使用意願之階層迴歸分析  55

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