隨著疫情擴散，外送平台已成為消費者日常購買餐飲的主要方式。然而，許多因素影響著消費者的決策。本文研究在不同動機（功利動機、享樂動機）下的產品資訊、線上評論、星級評分和排名對消費者在外送平台上的影響。

本研究採用了兩個理論框架，分別是推敲可能性模型（ELM模型）和動機理論，並通過採用七點李克特量表進行線上問卷調查。並在收集數據後，使用確認性因素分析（CFA）和結構方程模型（SEM）進行了數據分析，以確認假設的顯著性。

研究結果顯示，產品資訊和星級評分對功利動機有顯著影響，而產品資訊、線上評論和排名對享樂動機也有積極影響。另外，功利動機和享樂動機對消費者的信任也具有顯著意義。

本研究的發現為餐廳優化外送平台提供了方向，店家可以增強資訊產品或指導消費者對具有不同特徵的膳食的評論和星級評分。例如，訂購便當通常被認為是一種功利主義動機，或者訂購甜點和飲料通常取決於享樂動機。尤其是考慮到點餐是一種體驗性產品，餐廳更需要通過改善影響功利動機或享樂動機的變量來幫助消費者做出決策。最後，平台提供者可以根據本研究結果來改進用戶體驗（UX）和用戶界面（UI）設計，以吸引並說服消費者購物並留下評論，作為吸引其他消費者的宣傳方式。

With the expansion of the pandemic, delivery platforms have become the primary way consumers purchase meals daily. However, various factors influence consumers' decision-making. This article investigates the impact of product information, online reviews, star ratings, and rankings on consumer behavior on delivery platforms under different motivations (utilitarian and hedonic motivation).

This study employed two theoretical frameworks, namely the Elaboration Likelihood Model (ELM) and motivation theory. An online survey was conducted using a seven-point Likert scale to collect data. After data collection, Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to analyze the data and confirm the significance of the hypotheses.

The results of this experiment indicate that product information and star ratings significantly affect utilitarian motivation, while product information, online reviews, and rankings also positively influence hedonic motivation. Additionally, both utilitarian and hedonic motivations are significant factors in determining consumers' trust in the delivery platforms.

The findings of this study provide valuable insights for restaurants to optimize their presence on delivery platforms. Restaurants can enhance product information or guide consumers' reviews and star ratings for different types of meals, considering that ordering meals is influenced by various motivations. For instance, ordering lunch boxes is often driven by utilitarian motives, while ordering desserts and beverages is typically motivated by hedonic factors. Recognizing that meal ordering is an experiential product, restaurants must focus on improving the variables that impact utilitarian or hedonic motivation to assist consumers in their decision-making process.

Furthermore, platform providers can apply this study's results to enhance their platforms' User Experience (UX) and User Interface (UI) design. By attracting and persuading consumers to make purchases and leave reviews, they can attract other potential consumers through positive word-of-mouth recommendations.

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