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| 題 名 | 應用「結合科技接受模式與計畫行為理論(C-TAM-TPB)」架構探討使用者之行為意圖與實際行為--以Foodpanda為例=The Application of "Combined Technology Acceptance Model and Theory of Planned Behavior" to Investigate the Consumer Behavior Intention and Actual Behavior--A Study of Foodpanda |
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| 作 者 | 朱永蕙; 王儒堅; 劉嘉麒; | 書刊名 | 數據分析 |
| 卷 期 | 20:1 2025.03[民114.03] |
| 頁 次 | 頁1-23 |
| 分類號 | 496.34 |
| 關鍵詞 | 結合科技接受模式與計畫行為理論; 行為意圖; 實際行為; Combined technology acceptance model and theory of planned behavior; C-TAM-TPB; Behavior intention; Actual behavior; |
| 語 文 | 中文(Chinese) |
| DOI | 10.6338/JDA.202503_20(1).0001 |
| 中文摘要 | 本研究以「結合科技接受模式與計畫行為理論(C-TAM-TPB)」架構探討foodpanda外送平台之使用者的行為意圖與實際行為。本研究透過SEM結構方程式模型行假設檢定。研究結果發現除了知覺行為控制對行為意圖,以及知覺易用性對行為態度不具顯著影響之外,其他皆具顯著正向影響。此外,知覺有用性在知覺易用性與行為態度之間具有完全中介效果。根據本研究結果提供foodpanda四點建議如下:操作介面朝向直覺易用的設計準則,重視網路社群與媒體評論機制的影響、建立全時完善的客戶服務支援與開發更多不同的潛在消費市場。 |
| 英文摘要 | This study applied the "Combined Technology Acceptance Model and Theory of Planned Behavior (C-TAM-TPB)" framework to explore the behavioral intentions and actual behaviors of users of the foodpanda food delivery platform. This study applied structural equation modeling (SEM) to test the hypothesis. The results of the study found that except for perceived behavioral control, which has no significant influence on behavioral intention, and perceived ease of use, which has no significant influence on behavioral attitude, all others have a significant positive influence on each variable. In addition, perceived usefulness has a complete mediating effect between perceived ease of use and behavioral attitudes. Based on the results of this study, four suggestions are offered to foodpanda as follows: Designing the user interface based on intuitive and user-friendly principles; Emphasizing the impact of online communities and media review mechanisms; Establishing round-the-clock and comprehensive customer service support; Exploring the development of additional diverse potential consumer markets. |
本系統中英文摘要資訊取自各篇刊載內容。