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研究生:詹雅安
研究生(外文):CHAN,YA-AN
論文名稱:應用解構式計畫行為理論探討消費者對訂餐外送服務APP使用意圖之影響因素
論文名稱(外文):Applying Decomposed Theory of Planned Behavior to explore the Antecedents of Consumer’s Usage Intention for Food Ordering and Delivering Service APP
指導教授:胡凱傑胡凱傑引用關係
指導教授(外文):HU,KAI-CHIEH
口試委員:呂明穎張宏生
口試委員(外文):LU,MING-YINGCHANG,HUNG-SHENG
口試日期:2020-07-06
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:2021
畢業學年度:109
語文別:中文
論文頁數:85
中文關鍵詞:訂餐外送服務解構式計畫行為理論使用意圖
外文關鍵詞:Food Ordering and Delivering ServiceDecomposed Theory of Planned BehaviorUsage Intention
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現代人生活步調越來越快,加上網路科技的進步,越來越多消費者偏向利用訂餐外送服務APP享受其中的便利。本研究之目的即在探討消費者對於訂餐外送服務APP使用意圖的影響因素為何。本研究針對有使用過訂餐外送服務APP的消費者進行滾雪球抽樣方式進行問卷調查,總共蒐集了305份有效問卷,主要為探討知覺有用性、知覺易用性、同儕影響、自我效能、態度、主觀規範、知覺行為控制對使用意圖與的影響因素。經由結構方程模式進行模式驗證與分析,研究結果發現,七項研究假說對使用意圖皆達顯著且為正向影響。最後,本研究依據研究結果提出管理意涵的討論,以及後續研究建議。

關鍵字:訂餐外送服務、解構式計畫行為理論、使用意圖

The pace of life of modern people is getting faster and faster, coupled with the advancement of Internet technology, more and more consumers prefer to use the food order delivery service APP to enjoy the convenience. The purpose of this research is to explore the influencing factors of consumers' intention to use apps for ordering food delivery services. This study conducted a snowball sampling survey for consumers who have used the food order delivery service APP. A total of 305 valid questionnaires were collected, mainly to explore perceived usefulness, perceived ease of use, peer influence, self-efficacy, attitude, The influence factors of subjective norms and perceptual behavior control on intention and use. Through structural equation model verification and analysis, the research results found that the seven research hypotheses all have significant and positive effects on usage intention. Finally, this study proposes a discussion of management implications based on the results of the study, and recommendations for follow-up research.

Keyword: Food Ordering and Delivering Service, Decomposed Theory of Planned Behavior, Usage Intention

摘要 i
ABSTRACT ii
目錄 iii
圖目錄 v
表目錄 vi
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究內容與流程 4
第二章 文獻探討 6
2.1 訂餐外送服務 6
2.2 使用行為相關理論 7
2.3 解構式計畫行為理論 15
2.3.1 理論基礎 15
2.3.2 相關研究 21
第三章 研究方法 23
3.1 研究模式架構 23
3.2 研究假說 24
3.3 研究變數操作性定義、衡量問項與問卷設計 27
3.3.1 操作性定義與衡量問項 27
3.3.2 問卷設計 31
3.4 資料蒐集 32
3.5 分析方法 33
第四章 研究結果 36
4.1 基本資料分析 36
4.1.1 有效問卷回收率 36
4.1.2 樣本結構 36
4.1.3 敘述性統計 38
4.2 信效度分析 42
4.2.1 信度分析 42
4.2.2 區別效度分析 43
4.3 模式驗證與適配分析 46
4.3.1 確認性因素分析(CFA) 46
4.3.2 模式特性分析 57
4.3.3 模式路徑分析 60
第五章 結論與建議 67
5.1 研究結論 67
5.2 管理意涵 70
5.3 後續研究建議 71
參考文獻 73
附錄一 問卷 84


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