一、研究限制
(一)本研究問卷透過網路進行問卷發放，發放地點為 Facebook，PTT 及 Line 等。
因此，填答者多集中在學生或是年輕的上班族，研究結果可能無法概擴到所有 年齡層。
(二)本研究採用之餐廳 APP 種類及數量有限，並不包括全部種類的餐廳 APP，研 究結果可能無法概括至全部類型的餐廳APP。
二、後續研究方向
(一)本研究著重以原有的科技接受模式加入新的構面探討影響消費者對於餐廳 APP 使用意願的因素，之後的研究當中可以考慮納入其他新的構面進行更全面的探討。
(二)本研究是透過文獻發展出問卷，因而在題項之安排上面存在一些限制或是考 慮不全面的地方，因此，未來若條件允許，考慮採取質性加量化的方式，進行問卷主 題之研究。
三、學術意涵
手機 APP 為近年來的一大熱門，幾乎每個人都有一部智慧型手機，然而，先前在 餐旅業的相關研究中，卻多為探討網路商店或網路電子商務等，鮮少有探討手機餐廳 APP 的相關文獻，因此，本研究對於學術的貢獻在於，了解消費者在使用餐廳 APP 時，
較重視餐廳 APP 之認知有用性、認知易用性及安全與隱私方面，而自我效能感以及規 範信念卻是較不能影響其使用意願的因素，這樣的結果值得學術界後續的研究。
引用文獻
台經院 產經 資料庫 (2015)。2011 年 至 2015 年 7 月我國餐 飲 業家數 統計 。取自 http://tie.tier.org.tw/db/reference/data_source_content.asp?sid=0F274354874562774869
&keyword=%c0%5c%b6%bc+%aea%bc%c6
行政院主計處 (2011)。2011 年 3 月第 9 次修訂之「中華民國行業標準分類」。取自 http://www.dgbas.gov.tw/ct.asp?xItem=28854&ctNode=3111
何金銘 (2001)。統計法輯要。臺南：臺灣復文興業股份有限公司。
邱皓政 (2006)。量化研究與統計分析。臺北：五南圖書出版股份有限公司。
吳明隆、涂金堂 (2013)。SPSS 與統計應用分析。臺北：五南圖書出版股份有限公司。
林娟娟、蘇政泓 (2007)。以社群觀點研究線上遊戲使用者參與動機。電子商務研究，
5(1) ， 31-54。
張偉豪 (2011)。SEM 論文寫作不求人。臺北: 鼎茂圖書出版股份有限公司。
經濟部統計處 (2015)。2011 年至 2015 年 3 月我國餐飲業營業額統計趨勢一覽。取自 http://tie.tier.org.tw/db/reference/data_source_content.asp?sid=0F149410974517018814
&keyword=%c0%5c%b6%bc%b7%7e%c0%e7%b7%7e%c3B
財 團 法 人 資 訊 工 業 策 進 會 創 新 應 用 服 務 研 究 所 FIND (Foreseeing Innovation New Digiservices) (2014)。2014 臺灣消費者行動裝置暨 APP 使用行為研究調查報告。取 自 http://www.iii.org.tw/m/News-more.aspx?id=1475
Google play (2016). 餐 廳 APP. 取 自 ：
https://play.google.com/store/search?q=%E9%A4%90%E5%BB%B3APP&c=apps Agarwal, R., & Prasad, J. (1999). Are individual differences germane to the acceptance of
new information technologies? Decision Sciences, 30(2), 361-391.
Ajzen, I. (1989). Attitude structure and behavior. Hillsdale, NJ: Lawrence Erlbaum Associates.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior (pp. 11-39).
Heidelberg, DE: Springer Berlin.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.
London, UK: pearson college division publisher.
Aldridge, A., White, M., & Forcht, K. (1997). Security considerations of doing business via the Internet: cautions to be considered. Internet Research, 7(1), 9-15.
Amin, H., & Ramayah, T. (2010). SMS banking: Explaining the effects of attitude, social norms and perceived security and privacy. Electronic Journal on Information Systems in Developing Countries, 41(2), 1-15.
Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta‐
analytic review. British Journal of Social Psychology, 40(4), 471-499.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Bagozzi, R. P. (1982). A field investigation of causal relations among cognitions, affect, intentions, and behavior. Journal of Marketing Research, 19(4), 562.
Bandura, A. (1982). Self-efficacy mechanism in human agency. American Psychologist, 37(2), 122.
Bandura, A. (1977). Social Learning Theory, Englewood Cliffs, NJ: Prentice Hall.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173.
Bellman, S., Lohse, G. L., & Johnson, E. J. (1999). Predictors of online buying behavior. Communications of the Association for ComputingMachinery, 42(12), 32-38.
Bhatnagar, A., Misra, S., & Rao, H. R. (2000). On risk, convenience, and Internet shopping behavior. Communications of the Association for ComputingMachinery, 43(11), 98-105.
Bhattacherjee, A. (2000). Acceptance of E-Commerce Services: The Case of Electronic Brokerages. IEEE Transactions On Systems, Man, and Cybernetics-Part A: Systems and Humans, 30(4), 411.
Brinberg, D. (1979). An examination of the determinants of intention and behavior: A comparison of two models. Journal of Applied Social Psychology,9(6), 560-575.
Brown, T. (2006). CFA with equality constraints, multiple groups, and mean structures. New York, NY: Guildford Press.
Buhalis, D., & Yovcheva, Z. (2014, January). Augmented Reality in Tourism: 10 Unique Applications Explained. Proceedings of the International Conference in Dublin, Ireland.
Casalo, L. V., Flavián, C., & Guinalíu, M. (2007). The role of security, privacy, usability and reputation in the development of online banking. Online Information Review, 31(5), 583-603.
Chen, L. D., Gillenson, M. L., & Sherrell, D. L. (2002). Enticing online consumers: an extended technology acceptance perspective. Information & Management, 39(8), 705-719.
Cheung, C. M. K., Chan, G. W., & Limayem, M. (2005). A critical review of online consumer behavior: Empirical research. Journal of Electronic Commerce in Organizations, 3(4), 1-19.
Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review,33(4), 761-784.
Compeau, D., Higgins, C. A., & Huff, S. (1999). Social cognitive theory and individual reactions to computing technology: A longitudinal study. Management Information System Quarterly, 23(2), 1.
Compeau, D. R., & Higgins, C. A. (1995). Application of social cognitive theory to training for computer skills. Information Systems Research, 6(2), 118-143.
Connolly, D.J., Olsen, M.D., Moore, R.G., (1998). The Internet as a distribution channel.
Cornell Hotel and Restaurant Administration Quarterly 39 (4), 42–54.
Culnan, M. J. (1995). Consumer awareness of name removal procedures: Implications for direct marketing. Journal of Direct Marketing, 9(2), 10-19.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. Management Information System Quarterly, 13(3), 319-340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), 982-1003.
Ding, X., IIJIMA, J., & Ho, S. (2004). Unique features of mobile commerce. Journal of Electronic Science and Technology of China, 2(3), 205-210.
Doll, W. J., Xia, W., & Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user computing satisfaction instrument. Management Information System Quarterly, 18(4), 453-461.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. State College, PA: Penn State University Press.
Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
George, J. F. (2004). The theory of planned behavior and Internet purchasing. Internet Research, 14(3), 198-212.
Goodwin, C. (1991). Privacy: Recognition of a consumer right. Journal of Public Policy &
Marketing, 10(1), 149-166.
Gupta, A., & Singh, K. (2013). Location based personalized restaurant recommendation system for mobile environments. In Advances in Computing, Communications and Informatics (ICACCI), 2013 International Conference on (507-511). IEEE.
Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building consumer trust online. Communications of the Association for ComputingMachinery, 42(4), 80-85.
Hu, P. J., Chau, P. Y., Sheng, O. R. L., & Tam, K. Y. (1999). Examining the technology acceptance model using physician acceptance of telemedicine technology. Journal of Management Information Systems, 16(2), 91-112.
Hung, S. Y., Chang, C. M., & Yu, T. J. (2006). Determinants of user acceptance of the e-Government services: The case of online tax filing and payment system. e-Government Information Quarterly, 23(1), 97-122.
Hsu, M. H., & Chiu, C. M. (2004). Internet self-efficacy and electronic service acceptance. Decision Support Systems, 38(3), 369-381.
Hsueh, C. Y., Chen, K. H., & Chen, P. M. (2014). The Exploratory Study of Constructing the Scale for Service Convenience in Mobile APP: The Case of Chain Hotel in Taiwan. In e-Business Engineering (ICEBE), 2014 IEEE 11th International Conference on (268-273).
IEEE.
Igbaria, M., & Iivari, J. (1995). The effects of self-efficacy on computer usage. Omega, 23(6), 587-605.
Igbaria, M., Guimaraes, T., & Davis, G. B. (1995). Testing the determinants of microcomputer usage via a structural equation model. Journal of Management Information Systems, 11(4), 87-114.
Jahangir, N., & Begum, N. (2008). The role of perceived usefulness, perceived ease of use, security and privacy, and customer attitude to engender customer adaptation in the context of electronic banking. African Journal of Business Management, 2(2), 32.
Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
Karahanna, E., Straub, D. W., & Chervany, N. L. (1999). Information technology adoption across time: a cross-sectional comparison of pre-adoption and post-adoption beliefs. Management Information System Quarterly, 23(2), 183-213.
Kennedy-Eden, H., & Gretzel, U. (2012). A Taxonomy of Mobile Applications in Tourism. E-review of Tourism Research, 10(2), 47-50.
Keng, C.J., Huang, T.L., Zheng, L.J. and Hsu, M.K. (2007), Modeling service encounters and customer experiential value in retailing, International Journal of Service Industry Management, 18(4), 349-67.
Keeney, R.L. (1999). The value of internet commerce to the customer, Management Science, 45(4), 533-42.
Kelley, T. L. (1939). The selection of upper and lower groups for the validation of test items. Journal of Educational Psychology, 30(1), 17.
Kerin, R. A., Jain, A., & Howard, D. J. (1992). Store shopping experience and consumer price-quality-value perceptions. Journal of Retailing, 68(4), 376.
Khalifa, A.S. (2004), Customer value: a review of recent literature and an integrative configuration, Management Decision, 42(5), 645-66.
Kimes, S. E., & Kies, K. (2012). The role of multi-restaurant reservation sites in restaurant distribution management [Electronic article]. Cornell Hospitality Report, 12(3), 6-13.
Kim, T. G., Lee, J. H., & Law, R. (2008). An empirical examination of the acceptance behaviour of hotel front office systems: An extended technology acceptance model. Tourism Management, 29(3), 500-513.
Kim, Y. H., & Kim, Y. H. (2005). A study of online transaction self-efficacy, consumer trust, and uncertainty reduction in electronic commerce transaction. In System Sciences, 2005.
HICSS'05. Proceedings of the 38th Annual Hawaii International Conference on (170c-170c). IEEE.
Kim, W.G., Ma, X., Kim, D.J., (2006). Determinants of Chinese hotel customers’ satisfaction and purchase intentions. Tourism Management 27(5), 890–900.
Lederer, A. L., Maupin, D. J., Sena, M. P., & Zhuang, Y. (2000). The technology acceptance model and the World Wide Web. Decision Support Systems, 29(3), 269-282.
Lee, Y., Kozar, K. A., & Larsen, K. R. (2003). The technology acceptance model: Past, present, and future. Communications of the Association for Information Systems, 12(1), 50.
Lee, W., Xiong, L., & Hu, C. (2012). The effect of Facebook users’ arousal and valence on intention to go to the festival: Applying an extension of the technology acceptance model. International Journal of Hospitality Management,31(3), 819-827.
Lian, J. W., & Lin, T. M. (2008). Effects of consumer characteristics on their acceptance of online shopping: Comparisons among different product types. Computers in Human Behavior, 24(1), 48-65.
Limayem, M., Khalifa, M., & Frini, A. (2000). What makes consumers buy from Internet? A longitudinal study of online shopping. Systems, Man and Cybernetics, Part A: Systems and Humans, IEEE Transactions on, 30(4), 421-432.
Lu, H. P., & Yu-Jen Su, P. (2009). Factors affecting purchase intention on mobile shopping web sites. Internet Research, 19(4), 442-458.
MacCallum, R. C., & Austin, J. T. (2000). Applications of structural equation modeling in psychological research. Annual Review of Psychology, 51(1), 201-226.
Marakas, G. M., Yi, M. Y., & Johnson, R. D. (1998). The multilevel and multifaceted character of computer self-efficacy: Toward clarification of the construct and an integrative framework for research. Information Systems Research, 9(2), 126-163.
Mathieson, K. (1991). Predicting user intentions: comparing the technology acceptance model with the theory of planned behavior. Information Systems Research, 2(3), 173-191.
Milne, G. R., & Rohm, A. J. (2000). Consumer privacy and name removal across direct marketing channels: Exploring opt-in and opt-out alternatives. Journal of Public Policy
& Marketing, 19(2), 238-249.
Milne, G. R., & Gordon, M. E. (1993). Direct mail privacy-efficiency trade-offs within an implied social contract framework. Journal of Public Policy & Marketing,12(2), 206-215.
Miyazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer Affairs, 35(1), 27-44.
Nath, R., Akmanligil, M., Hjelm, K., Sakaguchi, T., & Schultz, M. (1998). Electronic commerce and the Internet: issues, problems, and perspectives. International Journal of Information Management, 18(2), 91-101.
Newark-French, C. (2012). Mobile App Inventory Hungry Enough to Eat Internet Display Ad Spend, [w:] A taxonomy of mobile applications in tourism, red. H. Kennedy-Eden, U.
Gretzel, e-Review of Tourism Research (eRTR), (10), 2.
Nowak, G. J., & Phelps, J. (1995). Direct marketing and the use of individual‐level consumer information: Determining how and when “privacy” matters. Journal of Direct Marketing, 9(3), 46-60.
Nunnally, J. C. (1978). Psychometric theory. New York, NY: MacGraw-Hill.
Olds, R. S., Thombs, D. L., & Tomasek, J. R. (2005). Relations between normative beliefs and initiation intentions toward cigarette, alcohol and marijuana. Journal of Adolescent Health, 37(1), 75.
Pan, Y., & Zinkhan, G. M. (2006). Exploring the impact of online privacy disclosures on consumer trust. Journal of Retailing, 82(4), 331-338.
Pernsteiner, C., Rauseo, N., (2000). Transforming the hospitality industry into ebusiness.
Florida International University Hospitality Review, 18(2), 10–21.
Phelps, J., Nowak, G., & Ferrell, E. (2000). Privacy concerns and consumer willingness to provide personal information. Journal of Public Policy & Marketing, 19(1), 27-41.
Phelps, J. E., D'Souza, G., & Nowak, G. J. (2001). Antecedents and consequences of consumer privacy concerns: An empirical investigation. Journal of Interactive Marketing, 15(4), 2-17.
Pitt, L. F., Watson, R. T., & Kavan, C. B. (1995). Service quality: a measure of information systems effectiveness. Management Information System Quarterly, 19(2), 173-187.
Pousttchi, K. (2003). Conditions for acceptance and usage of mobile payment procedures.
München, DE: University Library of Munich.
Riemenschneider, C. K., & Hardgrave, B. C. (2001). Explaining software development tool use with the technology acceptance model. The Journal of Computer Information Systems, 41(4), 1.
Rogers, E.M. (1983). Diffusion of Innovations. New York, NY: The Free Press.
Rubio, D. M., Berg-Weger, M., Tebb, S. S., Lee, E. S., & Rauch, S. (2003). Objectifying content validity: Conducting a content validity study in social work research. Social Work Research, 27(2), 94-104.
Shin, D. H. (2010). The effects of trust, security and privacy in social networking: A security-based approach to understand the pattern of adoption. Interacting with Computers, 22(5), 428-438.
Shih, H. P. (2004). An empirical study on predicting user acceptance of e-shopping on the Web. Information & Management, 41(3), 351-368.
Strader, T. J., & Shaw, M. J. (1997). Characteristics of electronic markets. Decision Support Systems, 21(3), 185-198.
Suh, B., & Han, I. (2003). The impact of customer trust and perception of security control on the acceptance of electronic commerce. International Journal of electronic commerce, 7(3), 135-161.
Triandis, H. C. (1977). Interpersonal behavior. Monterey, CA: Brooks/Cole Publishing Company.
Tsai, H.D., Huang, H.C., Jaw, Y.L., &Chen, W.K. (2006), Why online customers remain with a particular e-retailer: an integrative model and empirical evidence, Psychology and Marketing, 23(5), 447-64.
Van der Heijden, H. (2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & Management, 40(6), 541-549.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
Vijayasarathy, L. R. (2004). Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model. Information & Management, 41(6), 747-762.
Wang, D., & Fesenmaier, D. R. (2013). Transforming the travel experience: The use of smartphones for travel. Heidelberg, DE: Springer Berlin.
Wang, H. Y., & Wang, S. H. (2010). Predicting mobile hotel reservation adoption: Insight from a perceived value standpoint. International Journal of Hospitality Management, 29(4), 598-608.
Wang, D., Xiang, Z., Law, R., & Ki, T. P. (2015). Assessing hotel-related smartphone apps using online reviews. Journal of Hospitality Marketing & Management, 25(3), 1-23.
Webster, J., & Martocchio, J. (1992). Microcomputer Playfulness: Development of a Measure with Workplace Implications. Management Information Systems Quarterly, 16(2), 4.
Wu, J. H., & Wang, S. C. (2005). What drives mobile commerce? An empirical evaluation of the revised technology acceptance model. Information & Management, 42(5), 719-729.
附錄 A：本研究採用之最終問卷題項
親愛的受訪者
您好，這是一份「以擴展性科技接受模式探討消費者對於平台式餐廳 APP 使用意願之 影響因素」研究，若您曾使用過任意一款餐廳類 APP (例如：
E
*T
***E、愛
*記、食
**
便、愛
***通、巴
*妖、E
***e 食
*、上
*呷、G
****I、巷
*、友
*等
)，則請您撥 冗惠予協助以下問題，您寶貴的意見是我們進行研究的重要依據，在此，誠心感謝您的 協助及耐心填答，使本研究得以順利完成。本問卷之研究結果可提供給餐廳業者作參考之用，本研究絕不會將您的資料或答案 外流，敬請安心作答。
敬祝
身體健康萬事如意
國立臺灣師範大學運動休閒與餐旅管理研究所 指導教授: 方進義博士 研究生 : 錢丹敬上
第一部份：分為 7 個構面，共計 34 題項，請在□內打「V」。
5 = 非常同意(Strongly Agree)； 4 = 同意(Agree)； 3= 普通(Neutral)； 2 = 不同意 (Disagree)； 1 = 非常不同意(Strongly Disagree)。
Construct shopping or information seeking quickly.
1. 使用餐廳 APP 可以讓我快速完成購物或餐廳資訊搜 尋。
2.Using restaurant APP would improve my performance in shopping or information seeking (eg. Save time or money).
2.使用餐廳 APP 可以提升購物或資訊搜尋體驗（比如 節約時間或是省錢）。
3. Using restaurant APP would increase my productivity in shopping or information seeking (e.g. make purchase decisions or find product information within the shortest time frame).
3.使用餐廳 APP 可以提高我在購物或是搜尋餐廳資訊 時的效率（比如節省時間，便捷不用出門或是找到餐 廳資訊等）
4. Using restaurant APP would enhance my effectiveness in shopping or information seeking (e.g. get the best deal or find the most information about a product).
4.使用餐廳 APP 可以提高我的購物或是搜尋資訊的有 效性（比如得到最優惠的價格或找到最多關於餐廳的 資訊）
5. Using restaurant APP would make it easier for me to shop or find information.
5.使用餐廳 APP 讓我購物或是搜尋資訊變得更容易。
6.I find restaurant APP very useful in my shopping or information seeking.
6.我發現餐廳 APP 對於我購物或是搜尋資訊來說非常
1.Learing to use restaurant APP is easy for me.
1.學習如何使用餐廳 APP 對我來說是容易的
2.My interaction with restaurant APP is clear and understandable.
2.餐廳 APP 的使用介面是清晰易懂的。
Construct 構面
Items 題項
5 4 3 2 1 3.I find restaurant APP to be flexible to interact with.
5 4 3 2 1 3.I find restaurant APP to be flexible to interact with.