應用計畫行為理論探討使用外送平台環境友善店家消費行為及外送員食品衛生評估-以F牌外送平台為例

隨著永續時代來臨，F牌外送平台與環保團體合作成立環境友善店家專區，讓消費者訂購該專區餐廳也可隨手做環保。另外，近年來外送的興起，衍生了許多與外送員有關的食安問題，例如送餐的時間、溫度、外送箱整潔等等，也逐漸引起消費者的重視。因此，本研究以曾訂購過外送平台環境友善店家之消費者為調查對象，探討環保意識並以外送員衛生評估作為中介，想了解是否外送項關負面消息會影響到訂購外送的意願；然而目前較少項關研究文獻，進而引發本次研究動機。本研究首先利用計畫行為理論(Theory of Planned Behavior; TPB)之架構調查訂購環境友善店家消費者的消費行為；其次以外送衛生評估作為中介變項調查是否會因可能食安疑慮而減少訂購外送的意願。研究對象為曾經訂購過環境友善專區之消費者，共收集385份有效問卷。研究結果發現：(1)以女性、年齡介於30-39歲之受訪者對於計畫行為理論中主觀規範具有顯著差異(p<0.05)。(2)以教育程度為碩士之受訪者對於環保意識有較高關注度。(3)以女性、年齡介於30-39歲之受訪者對外送員衛生狀態有顯著的關心。綜合以上的研究結果，本研究建議：(1)為增加消費者環保吸管習慣可以增加廣告或是到社區宣導，提升使用率；(2)環保意識則可藉由學校舉辦家庭活動使家長與學童一起培養相關知識；(3)藉由鼓勵制度使更多店家成為合格的環境友善店家。冀望能對於環境友善店家的推廣更進一步，使更多消費者選擇這些店家，進而對環保盡一份心力。

With the advent of the sustainable era, the F brand food delivery platform has cooperated with environmental groups to establish a special area for environmentally friendly stores, allowing consumers to order restaurants in this area and be environmentally friendly. In addition, the rise of food delivery in recent years has given rise to many food safety issues related to delivery people, such as food delivery time, temperature, cleanliness of delivery boxes, etc., which have gradually attracted the attention of consumers. Therefore, this study takes consumers who have ordered from environmentally friendly stores on a food delivery platform as the survey subjects, explores environmental awareness and delivery staff hygiene assessment as intermediaries, and wants to understand whether negative news about food delivery will affect the willingness to order food delivery; However, there are currently few relevant research documents, which triggered the motivation of this study. This study uses (1) the framework of Theory of Planned Behavior (TPB) to investigate the consumption behavior of consumers ordering from environmentally friendly stores; (2) delivery hygiene assessment as a mediating variable to investigate whether food safety concerns may and reduce the willingness to order delivery. The research subjects were consumers who had ordered environmentally friendly products, and a total of 385 valid questionnaires were collected. The research results found that:(1) Respondents who are female and aged between 30-39 years old have significant differences in subjective norms in the theory of planned behavior (p<0.05). (2) Respondents with a master's degree in education are more concerned about environmental awareness. (3) Respondents who are female and aged between 30 and 39 are significantly concerned about the health status of delivery workers. Based on the above research results, this study recommends that (1) in order to increase consumers’ habit of environmentally friendly straws, advertising or publicity in the community can be increased to increase usage; (2) environmental awareness can be raised through family activities organized by schools to make parents and students Cultivate relevant knowledge together; (3) Enable more stores to become qualified environmentally friendly stores through the incentive system. We hope to further promote environmentally friendly stores so that more consumers will choose these stores and contribute to environmental protection.