疫情期間餐飲外送平台服務滿意與續用意願之調查

The Study on the Intention and Satisfaction of Using Food Delivery Platform During Covid-19 period

本研究目的在分析疫情期間影響台灣消費者使用餐飲外送平台的服務滿意與續用意願的因素。本研究架構涵蓋UTAUT、ECM和TTF模型，由續用意願、現用頻率、平台滿意、績效預期、效益確認、預期代價、社會影響、平台信任和任務科技配適九個變數組成，並對台灣190名餐飲外送平台用戶進行量化調查研究。分析結果測量模型顯示良好的結構信度和足夠的收斂和區別效度，而結構模型也具有高解釋力。而研究發現，台灣用戶在疫情期間繼續使用餐飲外送平台的意願不僅很大程度取決於平台滿意度，且還受到平台信任與現有使用行為的影響。而當科技特性（非接觸交易）有利於特定情況（疫情封城）時，任務科技配適度對形塑消費者的科技心理期待知覺（績效預期）有至關重要的作用。

The purpose of this study is to analyze the factors that affect the satisfaction and intention to continue using the food delivery platform of Taiwanese consumers during the COVID-19 epidemic. The research framework covers UTAUT, ECM and TTF models, which consist of nine variables including intention to continuous usage, current frequency, platform satisfaction, performance expectation, benefit confirmation, effort expectance, social influence, platform trust, and task technology fit. 190 users conducted a quantitative survey and research. The result shows measurement model has good structural reliability and sufficient convergence and discriminative validity, and the structural model also has high explanatory power. This means that the willingness of Taiwanese users to continue using FDP during the COVID-19 epidemic not only depends to a large extent on platform satisfaction, but also by platform trust and current usage behavior. When the characteristics of technology (contactless transaction) are conducive to a specific situation (the COVID-19 epidemic), task technology fit plays a vital role in shaping consumers' perception of technological psychological expectation (performance expectation).