此研究之目的，係在探討影響消費者購買意圖之重要因素，用以瞭解消費者是如何看待並選擇使用「食品外送平台(OFDS)」購買食品，「計畫行為理論(TPB)」為此研究之理論基礎，透過執行線上調查獲得相關數據後，運用「迴歸分析 (Regression Analysis)」及「偏最小平方的結構方程模型(PLS-SEM) 」研究方法來檢測假設模型，研究結論說明了「感知易用性」及「信任」等兩項指標，可用來預測「消費者對OFDS平台的購買意願」且有著強烈和正向的影響，這些結果與歷史文獻中的研究發現一致，「省時」及「省錢」等兩項指標，對「消費者對OFDS平台的購買意願」無顯著的影響，此研究中已探討可能導致此結果的原因，另外，此研究亦提供了管理實務建議事項，可供臺灣企業管理階層於制訂行銷策略時參考運用，用以增進公司OFDS平台之效能，企業經理人可致力於強化重要因子(感知易用性、信任)的展現，提高「消費者對OFDS的購買意圖」，相關可行之建議事項已於文中述明，供讀者參考運用。

The purpose of this study is to explore the important factors of consumers' purchase intention. To understand how consumers perceive and choose to purchase by "Online Food Delivery Service (OFDS)". The Theory of Planned Behavior (TPB) was used to support this study. This study was conducted by online survey and the model was tested using the regression analysis and the Partial Least Square- Structural Equation Model (PLS-SEM) methods. The findings reveal that perceived ease of use and trust are the two predictors, and have a strongly significant and positive impact on the purchase intention of OFDS. These findings are consistent with earlier research findings. Time saving and price saving do not significantly affect the purchase intention of OFDS. The potential causes are mentioned. Managers in Taiwan who are developing marketing strategies for enhancing the performance of their OFDS platforms will benefit from this research. Managers should focus more on the key factors (perceived ease of use, trust) which can affect the purchase intention of OFDS. Practical recommendations are provided for reference.

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