| 摘要: | 本研究目的為探討使用者的手搖飲品店應用程式(App)使用體驗對其使用意願之影響。本研究的研究對象為有使用過手搖飲品店之App體驗族群，並且以網路問卷與便利抽樣方式進行資料蒐集。具體而言，本研究目的為探討使用者對於手搖飲品店應用程式之情感與認知體驗，對其心流體驗與滿意度之影響，進而對該應用程式使用意願之影響。問卷回收總數316份，刪除無效問卷，有效問卷樣本為304份。本研究採用統計分析工具SPSS進行敘述性統計分析與利用AMOS執行驗證性因素分析與結構方程分析，以檢定本研究所提的研究假說。結果發現使用手搖飲品牌應用程式的情感體驗顯著正向影響認知體驗；而認知體驗與情感體驗皆對心流體驗與滿意度有顯著正向影響，進而顯著正向影響使用意願；心流體驗與滿意度於顧客體驗及使用意願之間之中介角色亦被證實，最後，依據本研究之結果發現，實務建議、研究限制與未來研究方向亦被呈現於本論文中。
The purpose of this study is to investigate the impact of users' experience towards beverage ordering application (App) on their usage intention. The subjects of this research are individuals who had experienced the beverage ordering App. Online questionnaire is used to collect data with the convenient sampling. Specifically, this study aims to explore how users' affective and cognitive experiences towards beverage ordering App influence their flow experience and satisfaction, and in turn, affect their intention to use the App. A total of 316 questionnaires were collected, but 304 valid samples after excluding invalid ones. This research employed SPSS for descriptive statistical analysis and AMOS for conducting confirmatory factor analysis and structural equation modeling to test the hypotheses proposed. The results revealed that the affective experience of using the beverage ordering App significantly and positively influences cognitive experience; both cognitive and affective experiences significantly and positively impact flow experience and satisfaction, which in turn, significantly and positively affects the intention to use the App. The mediating roles of flow experience and satisfaction between customer experience and usage intention were also confirmed in this study. Finally, based on the findings of this study, practical recommendations, research limitations, and future research directions are presented in this paper. |
