電子商務全通路的時代來臨，各行各業均有了翻天覆地的變化，餐飲業便是其中之一，各家餐飲外送平台的崛起，不僅提供消費者更多的選擇，也讓餐廳業者能夠透過平台的資源，觸及到更多潛在的消費者，增加額外營收的機會。本研究將以餐飲外送平台APP使用者為研究對象，並探討消費者創新特質、平台滿意度及平台忠誠度之關聯性，並分析使用者創新特質對平台忠誠度的效果，是否受到平台滿意度之中介影響。本研究採用問卷調查法，發放予Uber Eats餐飲外送平台APP使用者，採用便利抽樣法，以網路發放問卷方式作答，回收有效樣本236份。研究工具包含創新特質、平台滿意度與忠誠度量表，以套裝軟體SPSS22.0進行資料分析，透過描述性統計、信效度分析、皮爾森積差相關分析、迴歸分析與迴歸中介分析進行檢驗。本研究四個假設全部成立，得出研究結果：個人創新特質正向影響平台滿意度、平台滿意度正向影響忠誠度、個人創新特質正向影響忠誠度，平台滿意度在個人創新特質與忠誠度之間扮演中介變項。本研究根據統計分析結果進行討論，並對未來研究提出建議。

The time to e-commerce is coming, and all industries have changed dramatically. The catering industry is one of them. The rise of various catering delivery platforms not only provides consumers with more choices, but also allow restaurant operators access to the resources of the platform, reach more potential consumers and increase the opportunity for additional revenue. This study will focus on the user of delivery platforms, and explore the relationship between consumer innovation, characteristics, satisfaction and loyalty. In this study, a questionnaire survey method was adopted. The mother group of APP users of the Uber Eats catering delivery platform adopted a convenient sampling method. The questionnaire distribution method was an online questionnaire, and 236 valid samples were recovered. The research tools include innovation characteristics, satisfaction, traits and loyalty scales. Data analysis is performed with the software package SPSS22.0, which is tested through descriptive statistics, reliability and validity analysis, Pearson’s product correlation analysis, regression analysis and regression mediation analysis. The four hypotheses of this study are all accepted, the results of the study: personal innovation, satisfaction, loyalty and traits intermediate variables. This study discusses based on the results of statistical analysis and makes recommendations for future research.Keyword：Food Delivery Platform、Consumers Innovation Traits、Platform Satisfaction、 Platform Loyalty.

封面內頁
簽名頁
中文摘要 iii
ABSTRACT iv
致謝 v
圖目錄 x
表目錄 xi

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 8
第一節 餐飲外送平台及APP 8
第二節 科技接受模式 16
第三節 消費者創新特質 24
第四節 餐飲外送平台滿意度 30
第五節 餐飲外送平台忠誠度 36
第六節 消費者創新特質、平台滿意度及平台忠誠度之關聯性 41
第三章 研究方法 47
第一節 研究架構與研究假設 47
第二節 研究對象與問卷發放方式 48
第三節 研究工具 50
第四節 信度、效度分析 55
第五節 統計分析 60
第四章 研究結果與分析 63
第一節 描述性統計分析 63
第二節 皮爾森積差相關分析 66
第三節 迴歸分析 70
第四節 迴歸中介分析 74
第五節人口特徵 75
第五章 結論與建議 77
第一節 結論 77
第二節 研究限制與建議 83
參考文獻 85
附錄 105

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