臺灣博碩士論文加值系統

理性行為理論和計畫行為理論是用來預測意圖的重要理論，經過幾十年的不斷擴展，發現了許多會影響行為意圖的重要因素，而foodpanda是近年來在台灣美食外送平台中，獨占鰲頭的知名外送服務平台，因此本研究以foodpanda外送APP為例，並以計畫行為理論作為預測消費者使用foodpanda外送APP之行為意圖的理論基礎，再根據文獻回顧，增加了「描述性規範」、「個人性規範」與「服務便利性」等三項自變數，以彌補計畫行為理論在預測使用foodpanda外送APP的行為意圖之不足，據以檢驗「態度」、「描述性規範」、「命令性規範」、「個人性規範」、「知覺行為控制」以及「服務便利性」對行為意圖之影響。
本研究以過去有使用過美食外送平台foodpanda外送APP的使用者為研究對象，透過網路進行問卷的發放，共計回收有效樣本數211份，採迴歸分析進行假設檢定。結果指出：(1)態度會正向影響行為意圖，(2)描述性規範會正向影響行為意圖，(3)命令性規範會正向影響行為意圖，(4)個人性規範會正向影響行為意圖，(5)知覺行為控制會正向影響行為意圖，(6)服務便利性會部分影響行為意圖。

Theory of reason action and theory of planned behavior are both important theories to predict intention, and also discovery many of important factors which influence behavior intention after few decades past extending. Foodpanda is a well-known delivery service platform in Taiwan, and it became the top of food delivery platform in recently. Therefore, this study uses foodpanda delivery APP as an example, and uses theory of planned behavior as a fundamental to predict consumer’s behavior intetniton which use foodpanda APP. This study also based on literature review to add three factors which support theory of planned behavior to predict behavior intetniton, including descriptive norm, personal norm, and service convenience. Examining attitude, descriptive norms, injunctive norm, personal norm, perceived behavior control, and service convenience which influence behavior intention or not.
In this study, the users who used foodpanda APP were selected to fill in the survey through the online communities. A total of 211 valid responses were collected, and use regression analysis to test hypothesis. The results of this study are revealed the following: (1) attitude positively influence behavior intention, (2) descriptive norm positively influence behavior intention, (3) injunctive norm positively influence behavior intention. (4) personal norm positively influence behavior intention, (5) perceived behavior control positively influence behavior intention, (6) service convenience positively influence behavior intention.

摘要 i
Abstract ii
謝誌 iii
目錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 美食外送平台 5
第二節 理性行為理論 10
第三節 計畫行為理論 15
第四節 服務便利性 21
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假設 26
第三節 研究變數衡量與操作型定義 30
第四節 研究對象 33
第五節 資料蒐集與前測 33
第六節 資料分析方法 39
第四章 資料分析 41
第一節 分析資料 41
第二節 各研究構念與構面之平均數與標準差 43
第三節 信度分析 44
第四節 假設的檢驗 45
第五節 研究假設結論 48
第五章 結論與建議 49
第一節 研究發現 49
第二節 學術意涵 50
第三節 管理意涵 52
第四節 研究限制與未來研究方向 53
參考文獻 54
中文文獻 54
英文文獻 55
附錄 正式問卷 65

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