新冠肺炎的肆虐不僅改天換地了人們的日常生活模式和心態，亦轉變了購物習慣。也因此，人們對線上平台的適應性提高，尤其是在「美食外送應用程式（FDA）」的使用度。本研究旨以消費價值理論角度，剖析在冠狀病毒大流行期間，消費者對美食外送應用程式的使用意圖。不僅如此，本研究亦對比消費者在新冠疫情大流行前後，是否對美食外送服務的看法有所轉變。為了深入調查，研究者在 2021 年 11 月至 2021 年 12 月期間收集數據，共彙整了250 份台灣學生的有效問卷反饋，並運用結構方程模型方法進一步分析數據。研究結果表示，在新型冠狀病毒大流行期間，價格價值是主要驅動消費者對美食外送應用程式的購買意向。其次，是可供性價值、聲望價值、消費者對新冠病毒的感知恐懼性和能見度價值。相較之下，個人對於食品安全的疑慮被證明對 美食外送應用程式的購買意願具負面影響，而健康意識則沒有任何數據上的顯著關聯性。此外，在比較本研究數據結果與一份新冠病毒大流行前的相關研究後，發現現今消費者更著重於價格和物有所值，反之，對於可見性營銷方面，獲得的價值較低。最後，本研究建議美食外送行業的相關利益者如何提升服務以影響當前消費者的購買意願。

The coronavirus pandemic has not only drastically altered people’s daily lifestyles and mindsets, but has also shifted shopping habits too. In light of this, we have seen an acceleration in digital platform adaptation, particularly in the use of food delivery apps (FDA). This study aims to investigate consumers' intentions to use FDAs during the COVID-19 pandemic, from a perspective of the theory of consumption values. Furthermore, the study examines whether consumers' perception of FDA services has changed compared to the pre-pandemic era. A total of 250 valid responses were collected from Taiwanese students between November and December 2021 and analyzed using the structural equation modeling approach. The results indicate that price value is the main driver of purchase intentions toward FDAs during the COVID-19 pandemic. This is followed by affordances value, prestige value, perceived fear of COVID-19, and visibility value, respectively. Comparatively, food safety concerns among individuals were determined as a negative influence of purchase intentions toward FDAs, while health consciousness did not share any statistically significant association. Additionally, comparing our results with a pre-pandemic study, it was found that today’s consumers are more price and value-for-money orientated, and derive less value from the visibility marketing aspect. The study concludes with recommendations for relevant stakeholders in the food delivery industry on how to improve the service in order to influence current consumers' purchase intentions.

Thesis Validation Letter i
摘要 ii
Abstract iii
Table of Contents iv
List of Figures vi
List of Tables vi
List of Abbreviations vii
Chapter 1: Introduction 1
1.1 Research Rationale 1
1.2 Research Background 4
1.3 Research Structure 5
Chapter 2: Literature Review 7
2.1 Food Delivery Apps 7
2.2 Theory of Consumption Values 10
2.3 Application of the TCV to FDA 14
2.4 Hypothesis Statement 15
2.5 Theoretical Framework 22
Chapter 3: Research Methodology 23
3.1 Research Method 23
3.2 Questionnaire Development 23
3.3 Sampling and Data Collection 27
Chapter 4: Research Findings 28
4.1 Confirmatory Factor Analysis (CFA) 28
4.2 Descriptive Statistics 31
4.3 Hypothesis Testing 33
Chapter 5: Implications and Future Directions 37
5.1 Theoretical Contributions 37
5.2 Practical Implications 38
5.3 Limitations and Future Research Directions 41
References 42
Appendix 1: List of Measurements 56
Appendix 2: Questionnaire in Chinese 58

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