Exploring the factors of using mobile food ordering application with Technology Acceptance Model and Consumption Values

Abstract

SUMMARY Due to the diffusion of internet and smartphone some of our purchasing behavior were changed nowadays we can not only buy grocery on the internet but also order foods through our smartphone and more people are willing to use these new services some study use food ordering application to describe it The goal of this study is to find out the reason people use this new service by using Technology Acceptance Model(TAM) and consumption values We designed a structured questionnaire to exam what factors will influence the attitude toward using food ordering application At the end we got 146 samples to do regression analysis to test the affect of different dimensions described in TAM model and consumption values The results are as below: 1 Perceived usefulness will positively affect the attitude toward using 2 Emotional value and epistemic value will positively affect the attitude toward using 3 Attitude toward usage will positively affect usage intention From this study we found out that not all the elements in TAM and consumption values can affect attitude toward using these services that means companies should take different consumer’s appeal into consideration and make effective marketing strategies

Date of Award	2019
Original language	English
Supervisor	Huei-Ting Tsai (Supervisor)