臺灣博碩士論文加值系統

中文摘要

隨著共享經濟的興起、電子商務的發展及第三方支付的推動，搭配「宅」經濟的市場成長，美食外送平台應運而生，如：Foodpanda、Uber Eats等新穎的外送服務系統。本研究目的旨在探討美食外送平台的品質是否會透過購物價值而影響行為意圖，並利用結構方程模式（SEM）進行實證分析。本研究採用線上問卷的方式調查，總共回收250份問卷，扣除填答不完整之無效問卷後，實際有效問卷共201份，有效回收率為80.4%。
研究結果顯示：
（1）App平台的資訊品質、服務品質與系統品質顯著正向影響功利價值與享樂價值。
（2）功利價值與享樂價值分別對行為意圖產生顯著正向影響。根據本研究結果，當美食平台App具有較高的設計品質時，會提升消費者的功利價值與享樂價值，進而有意圖購買餐點產品。因此，美食平台資訊能及時且定時作更新，建構更完整的防火牆及安全機制等，均可提升消費者的行為意圖。
冀望研究結果能提供美食外送平台業者制訂有效的經營管理策略，為企業組織創造更大的商機。
關鍵詞：美食外送平台、功利價值、享樂價值、行為意圖。

ABSTRACT

With the rise of sharing economy, the development of e-commerce, and the promotion of third-party payment, coupled with the market growth driven by the demand of “homebody” consumers, food delivery platforms have emerged and grew. For instance：Foodpanda, Uber Eats, and other novel delivery service systems. The purpose of this study is to explore whether the quality of food delivery platforms will affect consumers’ behavioral intention through shopping value, and to conduct empirical analysis using structural equation modeling （SEM）. A total of 250 questionnaires were collected through online questionnaire survey. After deducting the invalid questionnaires with incomplete answers, totally we collected 201 valid questionnaires, with an effective recovery rate of 80.4%.
The results show that：
（1）The information quality, service quality, and system quality of App platforms have a significant positive impact on utilitarian value and hedonic value;
（2）Utilitarian value and hedonic value have significant positive impacts on behavioral intention respectively. According to the results of this study, when a food platform App has high design quality, it can enhance consumers’ utilitarian value and hedonic value, so that they will have the intention to purchase food products. Therefore, it can enhance consumers’ behavioral intention to timely and regularly update the information of food platforms, and to construct more complete firewalls and security mechanisms.
We hope that the results of this study can provide effective management strategies for the practitioners of food delivery platforms, and generate greater business opportunities for enterprises and organizations.
Keywords: Food delivery platform; Utilitarian value; Hedonic value; Behavioral intention

目錄

封面內頁
簽名頁
中文摘要…………………………………………………………….iii
英文摘要…………………………………………………………….iv
致謝………………………………………………………………...vi
目錄………………………………………………………………...vii
圖目錄……………………………………………………………...ix
表目錄………………………………………………………………...x

第一章　緒論………………………………………………………...1
第一節　研究背景與動機…………………………………1
第二節　研究目的…………………………………………4
第三節　研究步驟與流程…………………………………5
第二章　文獻探討……………………………………………………7
第一節　美食外送平台之現況……………………………7
第二節　平台品質…………………………………………9
第三節　購物價值………………………………………13
第四節　行為意圖………………………………………16
第五節　平台品質、購物價值與行為意圖之關聯性……18
第三章　研究方法…………………………………………………19
第一節　研究架構與研究假設…………………………19
第二節　變數衡量與問卷設計…………………………20
第三節　資料蒐集與分析方法…………………………25
第四節　資料分析方法…………………………………26
第四章　實證分析…………………………………………………28
第一節　人口統計分析…………………………………28
第二節　研究變數之敘述性統計………………………29
第三節　信效度分析……………………………………34
第四節　研究變項之模式建立與驗證…………………38
第五章　結論與建議………………………………………………43
第一節　研究結論………………………………………43
第二節　管理意涵………………………………………44
第三節　研究限制及未來研究方向……………………45
參考文獻……………………………………………………………47
附錄…………………………………………………………………62









圖目錄

圖1-1　研究流程圖…………………………………………………6
圖3-1　研究架構圖…………………………………………………19
圖4-1　結構模式分析圖……………………………………………41

















表目錄

表2-1　台灣國際美食外送平台一覽表……………………………9
表3-1　資訊品質之操作性定義與衡量……………………………21
表3-2　服務品質之操作性定義與衡量……………………………22
表3-3　系統品質之操作性定義與衡量……………………………22
表3-4　功利價值操作性定義與衡量題項…………………………23
表3-5　享樂價值操作性定義與衡量題項…………………………24
表3-6　行為意圖操作性定義與衡量題項…………………………25
表3-7　前測檢定結果………………………………………………26
表4-1　人口統計分析表……………………………………………29
表4-2　各變項之平均數與標準差…………………………………30
表4-3　App平台品質各題項之平均數與標準差 ………………32
表4-4　功利價值及享樂價值各題項之平均數與標準差…………33
表4-5　App平台品質各題項之信效度分析 ……………………35
表4-6　功利價值及享樂價值各題項之信效度分析………………36
表4-7　各變項間Pearson相關係數矩陣…………………………37
表4-8　整體模式之配適度指標……………………………………38
表4-9　研究假設與驗證結果………………………………………42

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