由於其便利性與速度，行動外送平台(Mobile Food Delivery Applications, MFDAs)受到廣大消費者的青睞。本研究結合科技持續理論(Technology Continuance Theory, TCT)及價值增加模型(Value-based Adoption Model, VAM)以建立一全面性模型，以探討影響顧客持續使用MFDAs的因素。本研究針對使用MFDAs的越南消費者，以便利抽樣方法進行問卷調查，共收集530份調查，並透過結構方程模型(SEM)分析進行模型驗證。研究結果揭示了源自VAM和TCT框架的所有原始因素與使用者繼續使用 MFDAs的意圖之間存在正相關關係。這些研究結果為MFDAs相關領域的學者和實務工作者提供了寶貴的啟示。

Mobile Food Delivery Applications (MFDAs) have witnessed a surge in popularity, driven by the convenience and speed they offer consumers. This study aims to develop a comprehensive model that integrates the Technology Continuance Theory (TCT) and the Value-based Adoption Model (VAM) framework to understand the factors influencing users' persistent engagement with MFDAs. This research collects data from a convenience sample comprising Vietnamese customers who have previously utilized MFDAs. Structural Equation Modeling (SEM) analysis was employed to examine the information gathered from 530 participants via online questionnaire. The research findings reveal positive associations between all original factors derived from the VAM and TCT frameworks and users' intentions to continue using MFDAs. These research findings offer valuable implications for academics and practitioners involved in areas related to MFDAs.

摘要 i
ABSTRACT ii
ACKNOWLEDGMENTS iii
LIST OF TABLES vi
LIST OF FIGURES vii
LIST OF ABBREVIATIONS viii
CHAPTER 1. INTRODUCTION 1
1.1. Research Background 1
1.2. Research Objectives 4
1.3. Research Contributions 4
1.4. Structure of Research 5
CHAPTER 2. LITERATURE REVIEW 6
2.1. Mobile Food Delivery Apps Overview 6
2.2. Theoretical Background of Research 6
2.2.1. Continuance Usage Intention 6
2.2.2. Value-based Adoption Model (VAM) 10
2.2.3. Technology Continuance Theory (TCT) 17
2.3. Conceptual Framework and Hypotheses Development  19
2.3.1. Relationship Between Perceived Sacrifices, Perceived Benefits, and Perceived Value 19
2.3.2. Relationship Between Confirmation, Satisfaction, and Perceived Value 20
2.3.3. Relationships Between Perceived Value, Satisfaction, Attitude, and Continuance Usage Intention 21
2.3.4. Relationships Between Satisfaction, Attitude, and Continuance Usage Intention 23
CHAPTER 3. RESEARCH METHODOLOGY 27
3.1. Measurement Scale Development 27
3.2. Sampling Design 30
3.3. Questionnaire Design 31
3.4. Data Collection 31
3.5. Data Analysis 32
3.5.1. Data Examination 32
3.5.2. Measurement Model Evaluation 33
3.5.3. Structural model evaluation 37
CHAPTER 4. RESEARCH FINDINGS 39
4.1. Data Screening 39
4.1.1. Unengaged Responses 39
4.1.2. Outliers 39
4.1.3. Normality 39
4.2. Profile of Respondents 43
4.3. The Evaluation of First-order Measurement Model 45
4.4. The Assessment of Second-order Measurement Model 50
4.5. Structural Model Evaluation 52
4.5.1. Collinearity Issues Evaluation 52
4.5.2. Path Relationship Evaluation 52
4.5.3. Evaluation of Model’s Explanatory Power 54
4.5.4. Evaluation of Model’s Predictive Power 54
CHAPTER 5. DISCUSSION AND CONCLUSION 56
5.1. Theoretical Implications 56
5.2. Managerial Implications 58
5.3. Limitations and Future Research 59
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