在數位科技成熟、疫情影響及生活型態轉變等因素推動下，外送服務迅速滲透市場，使用範圍亦由即時餐飲拓展至生鮮雜貨等快消品類。餐點與快消品在時效性、價格敏感度與品牌忠誠度等產品特性上存在差異，影響消費者的消費動機與決策歷程，然而過去研究多聚焦於餐飲外送，較少探討快消品使用情境。對此，本研究回顧探討外送服務與快消品相關文獻，首先將外送平台界定為消費者能夠透過行動應用程式進行操作的第三方外送平台，並以日常用品作為快消品代表類別進行後續探討。接著以價值接受模型（Value-based Adoption Model, VAM）為理論基礎，考量快消品特性進一步發展研究變數，期望藉由跳脫以往研究框架補充研究缺口，並從決策觀點更為精準地捕捉消費者選擇過程中的利弊權衡與行為機制，以提供企業策略規劃、通路佈局與行銷資源配置等方面之參考依據。
本研究採用網路問卷方式針對居住於台灣及離島地區的外送平台用戶收集數據，共回收397份有效問卷，而後以結構方程模型（Structural Equation Modeling, SEM）進行統計分析。研究結果顯示，消費者對透過外送平台購買快消品的感知價值是影響其行為意願的重要因素，而感知利益中的便利性、平台品質與享樂性，以及感知犧牲中的感知費用則透過感知價值對行為意願產生間接影響；此外，享樂性與社會形象皆正向影響消費者購買衝動感。本研究據此提出理論與實務意涵。

With the advancement of digital technology, the impact of the COVID-19 pandemic, and changes in lifestyle, food delivery services have rapidly penetrated the market, extending their offerings from restaurant-prepared meals to groceries and other fast-moving consumer goods (FMCGs). Notably, meals and FMCGs differ significantly in product characteristics such as time sensitivity, price sensitivity, and brand loyalty, which in turn shape consumer motivations and decision-making processes. However, prior research has predominantly focused on meal delivery, with limited exploration of FMCG-related usage contexts. This study reviews relevant literature on food delivery services and FMCGs to define the scope of research and to develop the research framework. To elaborate, food delivery platforms are specified as third-party services that consumers can access and operate via mobile applications, and household goods is selected as a representative category of FMCGs for subsequent analysis. In addition, adopting the Value-based Adoption Model (VAM) as the theoretical foundation, the study incorporates the specific attributes of FMCGs to refine and expand the research variables. By shifting from conventional frameworks, the study aims to bridge existing gaps in the literature. In the meantime, better capture the trade-offs and behavioral mechanisms involved in consumer decision-making, thereby offering practical insights for enterprises developing market strategies. Data were collected through an online questionnaire targeting users of food delivery platforms residing in Taiwan and its outlying islands, yielding 397 valid responses. Statistical analysis was then conducted using Structural Equation Modeling (SEM). The results indicate that perceived value plays a critical role in influencing consumers' intention to purchase FMCGs via food delivery platforms. Convenience, platform quality, enjoyment, and perceived fee have indirect effects on behavioral intention, mediated by perceived value. Furthermore, both enjoyment and social image positively influence consumers’ urge to buy impulsively. Based on these findings, theoretical and practical implications are discussed.

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