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系統識別號 U0026-0607202020344300
論文名稱(中文) Determinant Factors of Purchasing Intention, Customer Attitude toward Healthy Food Delivery Business
論文名稱(英文) Determinant Factors of Purchasing Intention, Customer Attitude toward Healthy Food Delivery Business
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所
系所名稱(英) Institute of International Management
學年度 108
學期 2
出版年 109
研究生(中文) 安凱麗
研究生(英文) Kewalee Akrajitranonth
學號 RA6077191
學位類別 碩士
語文別 英文
論文頁數 56頁
口試委員 指導教授-溫敏杰
口試委員-林彣珊
口試委員-李國榮
中文關鍵字 none 
英文關鍵字 Convenience motivation  Food delivery  Online food ordering  Health consciousness  Healthy food purchase intention 
學科別分類
中文摘要 none
英文摘要 Online food delivery services are being popular since the technology advancement. Prior research has mostly attempted to discover the relationship of consumer behavior and food delivery services, however the ideas of health consciousness related to food delivery services have not been addressed. Nowadays, consumers are more aware about their health and eating habits therefore food delivery service offering customers to access healthy food easier. This research aimed to better understand factors influencing willingness to purchase delivery healthy food and develop a research framework by applying the Theory of Planned Behavior related to attitude and purchase intension towards healthy food delivery service. SEM approach is being used to examine the research framework and there are 222 respondents participated in this research. It is found that convenience motivation, food quality, and health consciousness are significantly influences customer’s attitude towards healthy food delivery service whereas the more positive attitude of consumer leads to increasing in purchase intention.
論文目次 ABSTRACT ...............................................I
ACKNOWLEDGEMENT............................... II
TABLE OF CONTENTS ........................... III
LIST OF TABLES ......................................VI
LIST OF FIGURES....................................VII
CHAPTER ONE INTRODUCTION..................................1
1.1 Online delivery services trend.................... 1
1.2 Food trends. ..................................... 5
1.3 Research gap..................................... 7
1.4 Research objectives .............................. 8
CHAPTER TWO LITERATURE REVIEW......................... 9
2.1 Convenience motivation. ............................. 9
2.2 Food quality..................................... 11
2.3 Health consciousness. ............................... 13
2.4 Theoretical background. ............................ 14
2.5 Conceptual Framework. ........................... 17
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY........... 18
3.1 Research design. ..............................18
3.2 Measurement model ................................... 19
3.3 Methods of Analysis. ............................... 22
3.3.1 Descriptive Statistical Analysis. ................ 22
3.3.2 Confirmatory Factor Analysis (CFA)................ 22
3.3.3 Structural Equation Modeling (SEM). ............... 23
CHAPTER FOUR RESEARCH RESULTS ..................... 25
4.1 Pilot Test Result. ................................ 25
4.2 Main Study Result. ................................. 26
4.2.1 Respondents Demographics. ........................ 26
4.2.2 Descriptive Statistics. ..................... 33
4.2.3 CFA Model Result. ................................ 35
4.2.4 Goodness of Fit Index SEM Result (proposed model). 38
4.2.5 Goodness of Fit Index SEM Result (alternative model). ............................... 40
CHAPTER FIVE CONCLUSION AND SUGGESTIONS ................ 44
5.1 Research Discussion. ............................... 44
5.2 Theoretical and Managerial Contribution. ............ 46
5.3 Research Limitations and Future Research. .......... 47
REFERENCES ............................................ 48
APPENDICES ............................................. 53
Appendix 1: ................................. 53
Appendix 2: ............................................ 53
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