近年來隨著科技的發展，愈來愈多餐飲業者紛紛推出行動APP，不僅可讓消費者透過APP接收最新資訊，更提高了消費的便利性。2014年台灣星巴克導入「隨行卡APP行動支付」服務，率先開啟台灣連鎖餐飲業行動支付的世代，根據統計全台星巴克門市每日有多達30%的消費者為使用行動支付消費。
　　本研究以科技接受模式結合創新擴散理論探討消費者對於星巴克APP之行為意圖，探討知覺有用性、知覺易用性、相容性、可試驗性及可觀察性對消費者使用星巴克APP之態度影響，更深入探討消費者使用態度對於行為意圖之影響。以使用星巴克APP之消費者為研究對象，採用問卷調查法，共計回收有效問卷369份，以IBM SPSS Statistics25及LISREL8.51作為分析工具，研究方法包含描述性統計分析、信效度分析、獨立樣本t檢定、單因子變異數分析、驗證性因素分析、結構方程模型分析。
　　研究結果顯示，「知覺有用」、「相容性」、「可試驗性」及「可觀察性」正向影響「使用態度」；「使用態度」正向影響「行為意圖」。最後依據研究結果提出相關建議。

　　In 2014, Starbucks in Taiwan introduced the "Entourage Card APP Mobile Payment" service, the first to open the Taiwan chain of food and beverage industry mobile payment generation, according to statistics, up to 30% of the daily starbucks stores in Taiwan to use mobile payment consumption.
　　In this study, the technology acceptance model combined with innovation diffusion theory was used to explore consumers' behavioral intentions on Starbucks APP. Using questionnaire survey, a total of 369 valid questionnaires were recovered. IBM SPSS Statistics25 and LISREL8 were used. As an analytical tool, research methods include descriptive statistical analysis, reliability and validity analysis, independent sample t test, single factor variance analysis, confirmatory factor analysis, and structural equation model analysis.
　　 Research results show that "perceived usefulness", "compatibility", "testability" and "observability" positively affect "use attitude"; "use attitude" positively affects "behavior intention". Finally, according to the research results, relevant suggestions are made.

摘要 i
Abstract ii
目錄 iii
表目錄 v
圖目錄 vii
壹、緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程圖 4
貳、文獻探討 5
2.1星巴克之相關文獻探討 5
2.2星巴克數位體驗 11
2.1.1星禮程數位APP體驗發展 11
2.1.2星禮程數位體驗APP與熟客回饋計畫介紹 12
2.1.3星巴克數位體驗延伸「第四生活空間」 14
2.1.4星巴克APP介面、功能簡介 15
2.3科技接受模式(Technology Acceptance Model) 21
2.4創新擴散理論(Innovation Diffusion Theory) 23
2.5科技接受模式、創新擴散理論相關研究 26
參、研究架構與方法 28
3.1研究架構 28
3.2研究假設 29
3.3研究變數與衡量 31
3.4問卷前測信度分析 36
3.5資料分析方法 38
肆、結果分析與討論 40
4.1個人背景變項分析 40
4.2敘述性統計分析 44
4.3問卷信效度分析 47
4.4星巴克APP使用者之差異分析 49
4.5驗證性因素分析 55
4.6結構方程模式之實證分析 59
伍、結論與建議 65
5.1研究結論 65
5.1.1研究結論 65
5.1.2研究樣本分析結論 67
5.2研究建議 68
5.2.1實務建議 68
5.2.2後續研究建議 69
參考文獻 70
附錄 75

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MIC.產業情報研究所(2020)。【行動支付大調查】行動支付用戶達六成 最常使用方案與場域大排名。2020年06月01取自：
https://mic.iii.org.tw/news.aspx?id=551