運用延伸型整合性科技接受模式探討消費者對於餐飲業行動應用程式之使用意圖

A research of consumers’ intention of using mobile application of foodservice industry by applying extended unified theory of acceptance and use of technology (UTAUT2)

隨著智慧型手機普及率提高，各式各樣的手機行動應用程式(app)層出不窮，餐飲業者順應這樣的趨勢，如餐飲集團王品、麥當勞(McDonald’s)、星巴克(Starbucks)、摩斯(Mos Burger)等，都有自己品牌旗下的餐飲app，以餐飲業來說，app具有多樣性的功能及屬性，且因為各餐飲業之特性而有所差異。
為了更瞭解消費者對於餐飲業行動app的使用意圖與使用行為，本研究將運用延伸型整合性科技接受模式(UTAUT2)進行探討。本研究採用問卷調查法，以餐飲消費者為研究對象，使用便利性抽樣，共蒐集288份有效問卷，對於消費者使用餐飲業行動app的意圖與行為之影響因素進行分析。本研究使用SPSS軟體進行資料分析，而資料統計分析方法包括敘述性統計、信度分析、迴歸分析等方法進行假設驗證。研究結果顯示UTAUT2中的三個構面―績效期望、努力期望、習慣對於餐飲行動app之使用意圖具顯著正向影響。根據研究結果，發現餐飲行動app使用意圖的主要影響因子，對於餐飲業者改善或優化自家餐飲app提出實務上之建議，作為經營與管理策略上之參考依據。最後，提出本研究之研究限制與未來研究方向。

With the increasing prevalence of smartphones, a variety of mobile applications (apps) have proliferated. Responding to this trend, players in the foodservice industry, such as restaurant groups like Wowprime Corp, McDonald's, Starbucks, Mos Burger, and others have developed their own branded mobile apps. As the foodservice industry, these apps have diverse functions and attributes, with variations arising from the distinctive characteristics of each establishment.
To gain a better understanding of consumers’intentions and behaviors regarding the use of mobile applications in the foodservice industry, this study employs the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) for exploration. This research utilizes a questionnaire survey method, employing convenience sampling to collect a total of 288 valid responses from consumers. The study focuses on analyzing the factors influencing consumers’intention and behavior in using mobile applications. Data analysis is conducted using SPSS software, and statistical methods include descriptive statistics, reliability analysis, regression analysis for hypotheses testing. The results revealed that the three dimensions of UTAUT2- performance expectancy, effort expectancy and habit have a significantly positive impact on the intention to use mobile apps of foodservice industry. According to the research results, the main influencing factors of the intention to use the mobile app of foodservice industry were found, and practical suggestions were put forward for the foodservice operators to improve or optimize their own mobile apps, which were used as a reference basis for business and management strategies. Finally, the research limitation and future research direction were provided.