消費者使用餐廳訂閱制平台之行為認知-科技接受模式的分析觀點

近年來，訂閱服務蔚為風潮，打破了傳統企業過去一次性付費的商業模式，訂閱服務模式促使業者與客戶建立長期性忠誠顧客關係。臺灣智慧型手機普及，且國人對新科技接受度高，是否國內餐廳也使用訂閱服務，以利消費者及餐廳業者達到雙贏局面，並減少食物浪費的情形？本研究運用科技接受模型來探討消費者對餐廳訂閱制平台之知覺有用性、知覺易用性及使用態度，並加入新環境典範及環境行為兩變數來探討與使用意願之間關係。本研究採便利抽樣及滾雪球抽樣調查方式進行，受測對象為外食消費者，問卷總計回收共400份，有效問卷為369份，有效問卷填答率為92.25%。研究結果顯示知覺有用性、知覺易用性、新環境典範、環境行為與使用態度皆具有正向顯著影響，使用態度對使用意願也具正向顯著影響。此外使用態度在對知覺有用性、新環境典範、環境行為與使用意願之間具有中介效果。最後本研究冀望結果可做為餐廳業者採行訂閱服務之決策參考，以促使餐廳業者與消費者建立起長期的穩定關係。再者新創業者也可評估發展像此訂閱平台類型的可行性，除可提供外食消費者一個既方便又經濟的選擇，又可達到減少食物浪費的目標。

In recent years, the subscription services have become a trend, changing the traditional business model of one-off payment in the past. The subscription model has prompted businessmen and customers to establish long-term loyal customer relationships. Taiwanese smartphones are popular and people have a high acceptance of new technologies. Do restaurants also apply to the subscription services to promote consumers and restaurant operators achieve a win-win situation and reduce food waste? This study explores consumers' intention to use restaurant subscription platforms on the theory of technology acceptance model. This study was conducted in a convenient and snowball sampling questionnaire survey. There were 420 questionnaires distributed to diner‑out, and totally 400 questionnaires were returned, 369 were usable with response rate of 92.25%. The results show that perceived usefulness, perceived ease of use, new environmental paradigm , environmental behavior have significant relationship with attitude toward use , and attitude toward use also has a positive effect on behavior intention to use. In addition, the attitude has a mediation effect on perceived usefulness, new environmental paradigm, environmental behavior with behavior intention to use. Finally, the results of study can be used as a reference for restaurant operators to adopt subscription services, so as to promote the establishment of long-term loyal customer relationships. Besides, new entrepreneurs can also evaluate the feasibility of developing this type of subscription platform. In addition to providing diner‑out with a convenient and economical choice, it can also achieve the goal of reducing food waste.