探討科技準備度對使用態度與行為意圖之調節效果──以餐飲平台foodpanda為例

The mediator effects of technology readiness on the relationship between use attitude and behavior intention: A study on delivery platform foodpanda

2020年全球因新冠病毒(Covid 19)的影響，抑制了民眾出門購物的意願，快速改變生活中所習慣的消費型態，推升了朝向網路購物成長躍增，促使電子商務市場大爆發，而成長與變化最具顯著性改變的，莫過於流通次產業中的餐飲外送平台業。外送平台競爭白熱化，持續打價格補貼戰的效果也有限，美食平台業者目標已朝向更高的市占率與用戶的黏著度，此外，美食平台的數位服務技術而言，因使用者的層面非常廣泛，消費者是否有不錯的能力來操作或使用這些系統，亦是值得研究的議題。因此，本研究採用科技接受模型理論中的使用態度及行為意圖做為探討美食平台系統的兩大面向，以及納科技準備度做為兩大面向的調節變數之探討。結果發現：(1)使用態度對行為意圖具有顯著性的影響；(2)整體的科技準備度對於使用態度與行為意圖兩者間的亦具有顯著的調節性。但若單就科技準備度中的不適應性及不安全性兩項度分別來看，是有較明顯的調節性存在。透過本研究，可瞭解美食平台的使用態度對於行為意圖的影響性，以及科技準備度對此兩構面關係的調節性強弱，並提出高低分組不同的科技準備度族群，其使用態度對行為意圖上可能的差異性，對於美食外送平台的系統業者及提供餐點的店家，提供可強化平台之整體服務品質的參考資訊。

The epidemic has suppressed consumers’willingness to go out shopping and quickly changed the consumption patterns. Hence, we can expect the food delivery market become more competitive. It is essential to increase food delivery platform’s readiness by improving the platform interfaces toward a design of simplicity and convenience for users. Therefore, this study focuses on the relationships among use attitude, behavior intention, and technology readiness of food delivery platforms. The research results show that: (1) food delivery platform’s use attitude has significant impacts on behavior intention in this study; (2) the mediator effects of technology readiness on the relationship between use attitude and behavior intention are significant. Through this research, we can have better understandings of the relationship between use attitude and behavior intention of food delivery platforms. We expect that our analysis and results can be used as a beneficial reference for managers of food delivery platforms or food retailers for improving their overall service quality.