臺灣博碩士論文加值系統

隨著工業化和都市化的不斷演進，近年來台灣社會快速變遷，造成家庭型態和結構的轉變。以往多是大家庭吃大鍋飯的現象，然而現今小家庭的生活方式已成為主流；再加上新興的頂客族產生使得出生率降低，更使得社會中大家庭的比例迅速減少。正因如此，網路的普及化和外食的商機催生了線上美食外送的平台。這樣的電子商務平台讓消費者可以點餐不受地點限制，更不用浪費排隊和交通的時間。現代年輕人很少有時間在家下廚，卻人手都有一台智慧行動裝置。這讓線上點餐外送的服務展現一線商機，也使宅經濟影響到消費者的飲食型態。但如何保有並擴大市場占有率，不讓同質產業瓜分市場，提高顧客忠誠度為其關鍵因素。
本文將會藉由整合性科技接受模型(UTAUT)為研究架構並輔以扎根理論來瞭解大眾之使用意願和影響因素，進一步分析線上美食外送平台成功的因素及如何保有顧客之忠誠度，並在日新月異的資訊下，共造企業和顧客雙贏的局面。

People’s desire of dining out is on the rise; however, the busy lifestyles significantly reduce their willingness to go out and eat. The situation has left a gap in the demand for the online ordering platform. This paper aims to explore the success factors of the online food ordering platform as well as how to maintain customer loyalty based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model and Grounded Theory (GT).
The research conducted personal interview with eight respondents using age, gender, education and marital status as moderating variables to investigate individuals’ adoption of the online food ordering service and then analyze the content with grounded theory. The result encourages the platform owner to engage with different social channels such as blogs and online communities in order to increase the visibility of the company. Furthermore, speedy delivery service is the key in maintaining customer loyalty, while utilizing a competitive price model in bringing customers to order food online.
With the growth of mobile technology and people dining out, online ordering application becomes the trend of the new generation. A variety of restaurants are pushing for a slick and easy-to-use interface for their online food ordering platform, while attracting customers with alluring food items and live reviews. Thus, the platform would enhance user experience and drive sales and conversions.

1. INTRODUCTION 1
2. LITERATURE REVIEW 3
2.1 The Shift in Dietary Habits 3
2.2 Advancement of Online Food Service 14
3. METHOLOGY 18
3.1 UTAUT Model 18
3.1.1 Performance Expectancy 19
3.1.2 Effort Expectancy 20
3.1.3 Social Influence 20
3.1.4 Facilitating Conditions 21
3.1.5 Moderator effects 23
3.2 Qualitative research 24
3.3 Survey Sampling 26
4. GROUNDED THEORY 28
5. DATA ANALYSIS 43
6. CONCLUSION 44
7. LIMITATIONS OF THE STUDY 46
REFERENCES 47

Journal Articles
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https://tw.news.yahoo.com/1%E5%B9%B4%E5%90%83%E6%8E%8910%E5%BA%A7101-%E5%A4%96%E9%A3%9F%E6%97%8F%E5%B9%B4%E8%8A%B15%E5%8D%83%E5%84%84-051200578.html。
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