探討外送平台APP之使用行為模式──以Foodpanda為例

Explore Use Behavioral Model of Food Delivery Platforms: Foodpanda App as an example

新冠病毒疫情顯著改變人類的生活方式，也醞釀出新的商機，本研究以Foodpanda APP為例，探討消費者之外送平台APP使用行為模式。採用整合性科技接受理論模式及任務科技配適度模式，探討任務特性、科技特性、任務科技配適度、績效期望、努力期望、社會影響、有利條件及行為意圖對使用行為的影響。以曾經使用過Foodpanda APP的民眾為問卷調查對象，發放時間為110年4月份，共計回收有效問卷340份。實證結果，除了H7假設：績效期望對行為意圖有正向之顯著影響不成立，其餘假設都獲得支持。針對不成立的假設H7，建議外送平台APP業者針對系統的功能持續改善，包括提供完整、即時、正確的服務，為使用者帶來較好的體驗與感覺，從而滿足使用者的績效期望，促進其行為意圖。本研究結果及相關建議，可做為相關業者在開發外送平台APP參考之用。

"Covid-19 pandemic has significantly changed lifestyle of human beings, and new business opportunities have also been fostering. This study uses Foodpanda delivery platform as an example to explore consumers' behavior patterns of the delivery platform APP. Adopting the Unified Theory of Acceptance and Use of Technology (UTAUT) model and Task-Technology Fit (TTF) model to explore the relationships of task characteristic, technology characteristic, task technology fit, performance expectancy, effort expectancy, social influence, facilitating condition and behavioral intention on use behavior. Foodpanda APP users were selected as the subject of the questionnaire survey. The survey was distributed in April 2021, and a total of 340 valid questionnaires were collected. The empirical results, except for hypothesis 7: there is direct effect performance expectancy on behavioral intention, other hypotheses are supported. In response to the not supported hypothesis 7, we recommended that the delivery platform APP operators continue to improve the system's functions, including providing complete, immediate, and right services to foster users’better experiences, so as to meet users’performance expectancy. The results of this research and related recommendations can be used as references for related businesses in the development of the delivery platform APP."