餐飲外送平台應用程式(Application)是一種新興的線上到線下(O2O)的商業型態，已經被餐飲業和消費者廣泛採用。尤其是在 COVID-19 全球大流行的情況下，無論是在科 技應用或在人們心理避免接觸壓力方面，都成為挽救餐飲企業、滿足消費者，並提供雙方皆有益的餐飲配送解決方案。本研究嘗試從過去的科技使用與接受整合理論模型、預期確認模型、任務-技術配適模型三種行為理論模型，建構一個包含信任因素的整合模式。透過收集 212 份台灣消費者的實證有效問卷，來驗證新型冠狀病毒肺炎流行期間，消費者持續透過餐飲外送平台訂餐的主要影響因素為何?根據統計結果和討論說明，滿意度是最顯著支持消費者在 COVID-19大流行期間使用餐飲外送 APP 的因素。感知到的任務-技術配適度及效益確認這兩項則是影響滿意度的顯著因素。其他信任度、績效期望、社群影 響和努力預期等因素，隨然在過去文獻中有研究實證的正向顯著關係。但在COVID-19 大流行期間，根據本研究調查，其關係正向但不顯著，說明消費者在疫情期間的判斷與需求的改變。透過本研究之調查統計，協助餐飲外送 APP 的利害關係人瞭解台灣民眾的餐飲消費的具體特徵與消費者的技術和心理認知之關聯。透過理解用戶的持續使用意向，以便更好地制定有效業務與行銷策略。 Food delivery application is an emerging online to offline business model, which has been widely adopted by the catering industry and consumers. Especially in the context of the global pandemic of COVID-19, it has become a beneficial solution for rescuing restaurants & food services and customer convenience, both in the application of the technology and in the psychological avoidance of contact stress. This study attempts to construct an integrated model including trust factors from the previous behavioral theoretical models of UTAUT, ECM and TTF. By collecting 212 valid questionnaires from Taiwanese consumers to verify what are the main factors influencing consumers' use of food delivery APP during the COVID-19 pandemic? According to the statistical results and discussion notes, Satisfaction is the most significant factor that supports consumers in using the food delivery APP during the COVID-19 pandemic. Perceived Task-Technology Fit and Benefit Confirmation are two significant factors affecting Satisfaction as well. Other factors, such as Truth, Performance Expectancy, Social Influence and Effort Expectance, have a positive and significant relationship in the past literature. However, during the COVID-19 pandemic, according to the investigation in this study, the relationship is positive but not significant, indicating the change in consumers judgment and demand during the pandemic. Through the survey and statistics of this study, we can help the stakeholders of the food delivery service to understand the relationship between the specific characteristics of restaurants & food services of Taiwanese consumers and consumers’ technical and psychological cognition. By better understanding users’ continuous use intentions, business owners can develop more effective business and marketing strategies.
