以擴展性科技接收模式探討消費者對於平台式餐廳APP使用意願之影響因素

Abstract

隨著行動通訊和無線網路越來越發達，消費者常利用手機及其他電子設備進行日常消費活動。餐旅業者也因此獲得一個以低成本高效率販售與推廣產品的機會。其中APP在其中充當工具的角色，可以為消費者與業者之間搭起溝通的橋樑。餐廳業者為此開始建立起整合各地美食資訊的APP，顧客可以透過APP進行消費以及資訊的搜尋。因此本研究針對評價分數四星以上的餐廳APP，以曾經使用過這些餐廳APP的顧客為研究樣本，根據文獻資料及探索性因素分析法提出10個假設，使用問卷調查法進行資料的收集，收回正式問卷335份，最終有效問卷數為318份，運用驗證性因素分析與結構方程式進行問卷結果分析，以擴展性科技接受模式探討消費者對於餐廳APP使用意願之影響因素。本研究結果顯示餐廳APP之「認知有用性」、「認知易用性」和消費者對於餐廳APP之「安全與隱私」認知對消費者使用餐廳APP的「態度」有正向顯著影響，「認知易用性」可以正向顯著影響「認知有用性」，且消費者對於餐廳APP的「認知有用性」和「態度」對其使用餐廳APP之「使用意願」有正向顯著影響，而餐廳APP的「自我效能感」與「規範信念」對於消費者使用餐廳APP的意願沒有顯著影響，「態度」為「認知有用性」與「使用意願」之中介且「認知有用性」為「認知易用性」與「態度」之中介。因此，本研究建議未來餐廳APP的設計應著重其「認知有用性」、「認知易用性」及「安全與隱私」等方面之加強，本研究之結果希望提供餐廳業者提高顧客使用餐廳APP意願之意見參考。With the rapid development of mobile communication and wireless Internet, consumers increasingly use mobile and other electrical products. Thus,the restaurant managers have obtained a good chance to sell and promote their menu items with low cost and high profit. APP plays an important role, which put a bridge between consumers and managers.Thus, the integrated restaurant APPs have been developed for customers, so thatcustomerscan consume or seek information about restaurantthrough these APPs. Therefore, this studyinvestigatedthe antecedents of using integrated restaurant APP through an Extended Technology Acceptance Model. A total of 350 on-line questionnairs were obtained, 318valid questionnaires were used for data analysis finally. Confirmatory factor analysis and structural equation modeling are used to examing the antecedents of using integrated restaurant APPs. Theresults of this study shows that ‘perceived usefulness’, ‘perceived ease of use’ and‘security andprivacy’have positive impact on customer’s attitude, ‘perceived ease of use’have positive impact on ‘perceived usefulness’, besides, ‘perceived usefulness’ and ‘attitude’ both have positive impact on customer’s ‘intention’, while ‘self efficacy’ and ‘normative belifs’ have no impact on customer’s ‘intention’. The result shows that ‘attitude’ mediates the relationship between ‘perceived usefulness’ and ‘intention’, besides, ‘perceived usefulness’ mediates the relationship between ‘perceived ease of use’ and ‘intention’, Thus, this study suggests that ‘perceived usefulness’, ‘perceived ease of use’ and ‘security andprivacy’ should be strongly taken into account when designing the restaurant APP. The managerial implications and future research are also discussed.