Integrating Customer Satisfaction and System Perspective to Explore the Adoption Intention of Online Food Delivery Service in Taiwan

摘要

本研究整合顧客滿意度以及系統觀點建構出整合性架構，企圖探討食品品質（FQ）、電子服務品質（E-SQ）、電子服務滿意度（E-SAT）、網站/應用程式的有用性和易用性對美食外送服務（OFDS）採用意圖的影響。有230位台灣的OFDS樣本參與研究問題的回答。研究發現，E-SQ和FQ會同時影響OFDS的顧客滿意度(CS)，惟，ESQ的影響較果較大。另外，本研究也證實 E-SAT會正向的影響OFDS有用性和易用性。通過系統和滿意度觀點的框架的探討，本研究有助於諸如OFDS之電子商務業者提高E-SAT並擴大對OFDS用戶行為的認識。

Abstract

This study proposed an integrated framework from the customer satisfaction (CS) and the system perspective of the technology acceptance model (TAM) to explore the adoption of online food delivery service (OFDS) in Taiwan. Variables from the CS perspective as food quality (FQ), e-service quality (E-SQ), and e-satisfaction (E-SAT), and the variables from TAM as usefulness and ease of use of website/app are integrated into the research framework to investigate the adoption intention of OFDS in Taiwan. 230 OFDS samples from Taiwan were joined to answer the research questionnaire during the COVID-19 pandemic. Findings indicate that E-SQ and FQ are significant factors for the customer satisfaction (CS) of OFDS, while E-SQ will have a more significant impact. Moreover, the E-SAT will positively affect OFDS usefulness and ease of use, showing the impact of CS on the system design in the e-service industry. With the application of the integrating framework of CS and system design perspective in the context of OFDS, this study found the relevant importance between FQ and E-SQ and their impacts on E-SAT and system design, which can contribute to the expansion of the knowledge about the management of e-commerce like the industry of OFDS.