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研究生:黃首儒
研究生(外文):HUANG, SHOU-RU
論文名稱:探討影響消費者使用行動食品外送應用平台的滿意度與持續使用意願
論文名稱(外文):An empirical study of the factors affecting customers’ satisfaction and continued intention by using mobile food ordering applications
指導教授:劉宗哲劉宗哲引用關係
指導教授(外文):LIU, CHUNG-TZER
口試委員:劉秀雯周宇貞
口試委員(外文):LIU, HSIU-WENCHOU, YU-JEN
口試日期:2020-06-19
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:54
中文關鍵詞:行動食品外送應用平台持續使用意願滿意度感知安全預期容易程度台灣消費者
外文關鍵詞:Mobile Food Ordering Apps (MFOAs)ConsumerContinued IntentionSatisfactionPerceived SecurityEffort ExpectancyTaiwan
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行動食品外送應用平台(MFOAs)作為台灣的新興產業,被台灣大眾視為一種新鮮的事物。本文將對MFOAs進行研究,旨在瞭解台灣消費者對感知安全、感知期待、預期容易程度、社會影響對滿意度和持續使用意願之間的結構關係。問卷透過Facebook、Line與WeChat社群媒體發放,將在台灣生活的民眾作為研究對象。數據的收集時間從2020年2月3日至3月8日,時長33天,最終得到337份有效問卷。採用結構方程模型(SEM)驗證所提出的假設。結果發現,預期容易程度對滿意度具有很強的影響效果,其次是感知期待。顧客的滿意度對他們的持續使用意願有很大的影響效果。另外社會影響對滿意度以及感知安全、預期容易程度對持續使用意願的關係呈現不顯著。研究結果可作為未來對MFOAs進行研究的基礎。
Mobile Food Ordering Apps (MFOAs), as an emerging industry in Taiwan, are regarded as a new thing by customers. This paper aims to empirically analysis the structural relationship among consumers' perceived security, performance expectancy, effort expectancy, social influence, satisfaction and continued intention to MFOAs in Taiwan. Questionnaires were distributed through social media, including Facebook, Line and WeChat, and people who live in Taiwan were taken as the research objects. Data was collected from February 3rd to March 8th, which lasted for 33 days, and 337 valid questionnaires were finally obtained. Result shows that effort expectancy has the strongest impact on satisfaction, followed by performance expectancy. Otherwise, satisfaction has a great impact on their continued intention. The results also found that social influence have insignificant impact on satisfaction. Perceived security, effort expectancy also have no significant relationship with continued intention. The results can be used as the basis for the future research of consumers on MFOAs.
目 錄 I
表目錄 III
圖目錄 IV
摘 要 1
ABSTRACT 2
第一章 緒論 3
第二章 文獻回顧 6
2.1 回顧IS/IT的相關理論 6
2.2 感知安全 13
2.3 感知期待 16
2.4 預期容易程度 18
2.4 社會影響 20
2.5 滿意度 22
圖 1 研究架構 25
第三章 研究方法 26
3.1 樣本與資料收集 26
表 5 有效填答者的人口統計變數特徵 26
3.2 問卷來源 27
第四章 研究結果 28
4.1 人口統計變數分析 28
4.2 量表的描述性統計 29
4.3 驗證性因素分析 31
表 7 驗證性因素分析 32
表 8 區辨效度 32
4.4 結構模型 33
4.4.1 SEM配適度 33
表 9 SEM配適度 34
4.4.2 結果 34
圖 2 模型的測試結果 35
第五章 結論與建議 36
5.1 管理意涵 39
5.2 研究限制與未來研究建議 41
附錄 42
參考文獻 44

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