摘要
資訊科技的興起徹底改變了傳統的消費行為模式，消費者不僅能夠享受在線上購物的便捷，如今使用行動裝置能即時性的進行線上購物活動。顧客對於線上系統的需求會不斷提升，而線上服務品質能夠提供顧客應有的價值外，還能提供附加利益，使顧客感到滿意並重複使用。本研究旨在探討線上訂餐系統的服務品質、知覺價值、知覺利益、顧客滿意度、顧客忠誠度與網站使用經驗之關係，並以使用經驗作為干擾變項對於知覺價值與顧客滿意度之間的關係進行探討。研究以麥當勞線上訂餐系統為例，問卷收集以結構方程模式進行模式檢定與因果路徑分析。研究結果發現線上服務品質對知覺價值與知覺利益有顯著正向影響；知覺利益、知覺價值與網站使用經驗對顧客顧客滿意度有顯著正向影響；網站使用經驗對於知覺價值與顧客滿意度之間有顯著性的干擾效果。然而，知覺價值對與顧客忠誠度呈現負向顯著性影響且知覺利益對與顧客忠誠度未達顯著性影響，顯示年輕族群之忠誠度難以建立。研究最後根據實證結果提出討論與管理意涵，並建議後續未來研究方向。
關鍵詞：線上訂餐系統、線上服務品質、知覺價值、顧客滿意度、使用經驗Abstract
The rise of information technology has revolutionized traditional consumer behavior patterns. Consumers appreciate the convenience of being able to shop online at any time via electronic devices. As a result, there is an increasing need for electronic systems and high-quality online services that offer additional, unexpected amenities to customers. Ensuring customer satisfaction and repeated use through gaining customer loyalty are essential in a highly competitive market environment. This study investigated relationships between online service quality, perceived values, perceived benefits, customer satisfaction, customer loyalty, and website experience associated with electronic food ordering systems, treating user experience as a moderating variable in the relationship between perceived values and customer satisfaction. This empirical case study used questionnaires to examine McDonald’s electronic food ordering system. We used structural equation modeling for model verification and causal path analysis. The results showed that online service quality had significant positive effects on perceived values and perceived benefits. Perceived benefits, perceived values, and user experience had positive effects on customer satisfaction. User experience significantly moderated the relationship between perceived values and customer satisfaction. However, while perceived values had a negative effect on customer loyalty, perceived benefits did not exert a significant effect on this variable. These findings show that customer loyalty was difficult both to establish and maintain. Finally, we discuss the management implications and offer suggestions for future research based on our empirical results.
Keywords: Online Food Ordering System, Online Service Quality, Perceived Value, Customer Loyalty, User Experience