在美食外送平台上，甜品不再是只有下午茶才能買到，甚至在早上或晚上的時間仍然看到不少甜品店家營業。臺灣的甜品市場在線上線下已有一定發展，而甜品在外送平台的家數愈來愈多，面對臺灣甜品市場激烈的競爭、甜品業者認為外送平台可作為一個集合販售及推廣的管道。甜品業者卻無從得知，如何有系統性地提升平台菜單之吸引力。消費者瀏覽美食外送平台來搜索甜品，已有不少研究指出圖文等設計元素與行銷會刺激消費者行為。近年研究中有不少研究是探討美食外送平台，但仍未有深入探討甜品在美食外送平台上之相關研究。故本研究以S-O-R理論 (S:刺激 O:有機體 R:反應)—S：視覺刺激 (視覺吸引力、資訊量)、O：個人情感(對甜品之渴望)、R：購買意向進行探討。本研究使用網路實驗法，首先建立線上菜單畫面，並以立意抽樣方法在網路上發放問卷，回收共614份，有效問卷為590份。在「吸引力低資訊量高」、「吸引力高資訊量低」、「吸引力高資訊量高」與「吸引力低資訊量低」之菜單畫面跟有無折扣的實驗操弄下，得出受試者在瀏覽「吸引力高資訊量低」、「吸引力高資訊量高」與「吸引力低資訊量低」的菜單畫面時，他們對甜品渴望程度愈高對購買意願之影響也相對變高。同時也證明折扣是有效調節購買意願。其中「吸引力高資訊量高」畫面在折扣的調節下，是唯一實驗畫面對購買意願有顯著影響。本研究更發現，在午餐、下午茶、晚上時段若消費者瀏覽線上甜品菜單，對甜品渴望程度也普遍偏高。建議業者則可以延長晚間營業時間，並在菜單上多使用生動的文字敘述、圖片吸引消費者之外，並提供真實的資訊介紹店內的甜品商品，並在外送平台上加強打造屬於自己的特色菜單。

On the food delivery platform, desserts are no longer only available for afternoon tea, and many dessert shops are still open even in the morning or evening. The dessert market in Taiwan has developed both online and offline, and the number of dessert delivery platforms is increasing. Facing fierce competition in Taiwan's dessert market, dessert manufacturers believe that delivery platforms can be used as a collection of sales and promotion platforms. The dessert industry has no way of knowing how to systematically improve the appeal of the platform's menu. When Consumers browse the food delivery platform to search for sweet, many studies have pointed out that design elements such as graphics and marketing can stimulate consumer behavior. Therefore, this study uses the S-O-R theory (S: Stimulus O: Organism R: Response) - S: Stimulus (Visual Appeal, Informativeness), O: Organism (Desire for Food) and R: Response (Purchase Intention). In this study, we used the online experiment method for our research. The questionnaires were distributed on the Internet using the intentional sampling method. A total of 614 questionnaires were recovered, and 590 valid questionnaires were obtained. When test-takers browse the menu screens of “high attractiveness but low information”, “high attractiveness and high information”, and “low attractiveness and low information”, the higher the desire for desserts, the influence of their purchase intentions is also relatively high. At the same time, it also proves that discounts are effective in purchase intention. The "high attractiveness and high information " screen is the only screen that has a significant impact on purchase intention. This study also found that if consumers browse online menus during afternoon tea and dinner, their desire for desserts will also increase. It is suggested that operators can extend the business hours in the evening, and use more vivid text descriptions on the menu to attract consumers, and provide real information to introduce the dessert products in the store, so as to create their own online menu for the delivery platform.

Kantar 凱度洞察 (2021，7月13日)。線上平台普及率觸頂？下一步：優質體驗才能提升消費者黏著度與貢獻度。取自https://www.cna.com.tw/postwrite/detail/296166

方政裕 (2021)。臺灣餐飲外送平台之關鍵成功因素 (未出版碩士論文)。開南大學，桃園市。

日本菓子專門學校 (2021)。デザートやスイーツとちがう！「ドルチェ」の意味って知ってる？專修學校日本菓子專門學校。取自https://reurl.cc/M0qANv

王怡勛 (2013)。菜單設計對消費者消費意願之影響 (未出版碩士論文)。國立中興大學，臺中市。

王思佳 (2021，9月1日)。疫後經濟微型創業更蓬勃。取自https://beboss.wda.gov.tw/News_Content.aspx？n=208&s=14296

王美金、陳淵琮、廖祥佑、尤奕茹、楊柏偉 (2017)。EYESWEET 甜點微型創業第三方交易平台。中華印刷科技年報，2017，224-232。

王瑜彤 (2020)。情緒商數在SOR模型中對網路購買行為之影響 (未出版碩士論文)。國立成功大學，臺南市。

未來流通研究所 (2020，11月24日)。【產業地圖圖解】一張圖看懂2020臺灣「餐飲外送平台」產業版圖。取自https://www.mirai.com.tw/2020-taiwan-food-delivery-industry-competition-map/

朱正庭 (2021，1月31日)。「幽靈廚房」爆食安疑慮！外送平台至少數百家，業者：仍要符合餐飲業法規。蘋果新聞網。取自https://reurl.cc/2ZprDE

江明晏 (2021，7月3日)。疫情掀餐飲變革／「雲端廚房」疫情下翻紅 消費者4招停看聽。中央社。取自https://www.cna.com.tw/news/firstnews/202107030018.aspx

牟均俞 (2021，9月16日)。小型餐飲業該跟外送平台合作嗎？抽成那麼高能獲利嗎？餐飲老闆給你6個真心建議。Mr.Market市場先生。取自https://rich01.com/restaurant-co-delivery-platform/

吳筠綺、范振能 (2020)。整合型餐飲外送平台之介面設計研究。工業設計，141，43-48。

吳元熙 (2019，9月10日)。「一週外送訂單抵過去6年總和！」foodpanda三大動作，引爆台灣外送市場。取自https://www.bnext.com.tw/article/54714/foodpanda-delivery-2019-goal

李雪莉 (2020，4月7日)。烘焙臺灣八百億的商機。天下雜誌，363，10-11。取自https://www.cw.com.tw/article/5004139

林佑維 (2016)。妳抗拒的了甜點嗎?年輕女性非計畫性購買甜點的從眾訊息影響與購後情緒之研究 (未出版之碩士論文)。國立高雄餐旅大學，高雄市。

林杰銘 (2021)。【foodpanda SEO】餐飲業者必學：提升外送平台曝光和訂單量的行銷技巧。取自https://imjaylin.com/foodpanda/

林苑卿 (2020，3月18日)。外送平台搶當餐飲新霸主催生兩大商機。財訊，603，94-96。取自https://www.wealth.com.tw/home/articles/24767

林陽助、李宜致、林吉祥、林婉婷 (2009)。折扣幅度，促銷方式與品牌知名度對消費者品牌評價及購買意願之影響—以行動電話為例。東吳經濟商學學報，(67)，1-46。

金之中 (2011)。折價券特性對消費者購買意願之影響-以大學生為例 (未出版碩士論文)。東海大學，臺中市。

施敏雯、黃鐘慶、劉瑞香 (2019)。菜單圖文比例對購買意願之影響-日本與中東料理之解釋水平理論研究。休閒產業管理學刊，12(2)，63-76。

美人圈Beauty (2021，5月25日)。Uber Eats 點得到！台北外送「療癒系甜點」推薦，草莓千層派、威士忌肉桂捲在家也能吃。取自https://www.beauty321.com/post/40729

胡雅瑩 (2021)。外送平台消費意向關鍵因素之研究—以臺灣外送平台為例 (未出版碩士論文)。醒吾科技大學，新北市。

范雅筑、黃靖淑 (2014)。菜單設計對餐廳經營績效之影響。餐旅暨觀光，11(1)，1-22。

許行君 (2021，7月22日)。炸雞店外送菜單當小說連載網敲碗暴動：建議出書。鏡周刊，252，16-17。取自https://www.mirrormedia.mg/story/20210722web020/

陳悅琴、張毓奇 (2009)。熱門甜品之病毒式行銷，消費體驗與幸福感之研究。行銷評論， 6(1)，55-85。

陳瑩瑄 (2015)。心情、時間傾向與幸福對女性選擇甜點的影響 (未出版碩士論文)。義守大學，高雄市。

曾文玲 (2013)。令人忐忑的用餐經驗-時價菜單之實驗研究 (未出版碩士論文)。東海大學，臺中市。

黃薏芠 (2021，9月1日)。背背客食林鈺偉用車輪餅圓環遊世界夢。取自https://beboss.wda.gov.tw/News_Content.aspx?n=208&s=14293

楊富智、邱順應 (2019)。全球十大巧克力品牌命名與包裝設計探討。2019亞洲基礎造形聯合學會台中大會論文集， 357-366。doi：10.6904/TSBDA.201907.0038

楊語芸、林怡均 (2021，5月24日)。外送平台比一比：熊貓、Uber Eats、Lalamove、Cutaway，誰對餐飲店家最友善?。取自https://reurl.cc/GxWmxv

經濟部商業司 (2020)。109年度推動商業發展成果彙編。取自https://gcis.nat.gov.tw/mainNew/matterAction.do?method=showFile&fileNo=t00038

經濟部統計處 (2021)。110年批發、零售及餐飲業經營實況調查。取自https://www.moea.gov.tw/MNS/dos/home/Home.aspx

資策會產業情報研究所MIC (2020)。11%臺灣網友疫情期間首度使用美食外送服務。取自https://mic.iii.org.tw/news.aspx?id=573

蔡芃敏 (2020，8月29日)。宅經濟發燒外送平台業者第2季訂單年增近7倍。中央通訊社。取自https://www.cna.com.tw/news/afe/202008290067.aspx

蔡佳靜、李啟彰 (2020)。就是要你覺得不買會後悔-網路促銷方式，時間壓力強度與反事實思考方向對後悔的影響。資訊管理學報，27(1)，79-110。

鄭絜文 (2019)。線上平台品牌經營線下實體活動之初探 (未出版碩士論文)。國立政治大學，臺北市。

謝承勳、莊怡欣、蕭櫓 (2022)。後疫情時代的數位轉型:餐飲業者加入外送平台之最適策略選擇。資訊管理學報，29(2)，161-179。

謝涴如 (2020)。外送平台使用意圖與效益分析-以田中餐飲業者為例 (未出版碩士論文)。國立雲林科技大學，雲林縣。

Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454.

Amist, D. A. D., Tulpule, D. D., & Chawla, D. M. (2021). A comparative study of online food delivery start-ups in the food industry.
International Journal of Current Research, 13(5), 17540-17549.

Ashraf, R. U., Hou, F., & Ahmad, W. (2019). Understanding continuance intention to use social media in china: The roles of personality drivers, hedonic value, and utilitarian value. International Journal of Human-Computer Interaction, 35(13), 1-13.

Bagozzi, R. P. (1986). Attitude formation under the theory of reasoned action and a purposeful behaviour reformulation. British Journal of Social Psychology, 25(2), 95-107.

Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and the attitude–behavior relationship. Journal of Personality and Social Psychology, 37(6), 913-929.

Banerjee, S. P., Jain, D., & Nayyar, R. (2019). Measuring service quality of food delivery services: A study of generation Z. African Journal of Hospitality, Tourism and Leisure, 8(1), 1-12.

Basso, A., Goldberg, D., Greenspan, S., & Weimer, D (2001). First impressions: Emotional and cognitive factors underlying judgments of trust e-commerce. Proceedings of the 3rd ACM Conference on Electronic Commerce, 137-143. doi: 10.1145/501158.501173

Beldona, S., Buchanan, N., & Miller, B. L. (2014). Exploring the promise of e-tablet restaurant menus. International Journal of Contemporary Hospitality Management, 26(3), 367-382.

Boswell, R. G., & Kober, H. (2016). Food cue reactivity and craving predict eating and weight gain: a meta‐analytic review.Obesity Reviews, 17(2), 159-177.

Bowen, J. T., & Morris, A. J. (1995). Menu design: Can menus sell. International Journal of Contemporary Hospitality Management, 7(4), 4-9.

Brewer, P., & Sebby, A. G. (2021). The effect of online restaurant menus on consumers’ purchase intentions during the covid-19 pandemic. International Journal of Hospitality Management, 94, 1-9.

Cardello, A. V. (1994). Consumer expectations and their role in food acceptance. In H. J. H. MacFie, & D. M. H. Thomson (Eds.), Measurement of Food Preferences (pp. 253-297). Boston, CM: Springer.

Chandra, Y. U., & Cassandra, C. (2019). Stimulus factors of order online food delivery. 2019 International Conference on Information Management and Technology (ICIMTech), 330-333. doi: 10.1109/ICIMTech.2019.8843715

Chang, S. C., Chou, P. Y., & Lo, W. C. (2014). Evaluation of satisfaction and repurchase intention in online food group-buying, using Taiwan as an example. British Food Journal. 116(1), 44-61.

Cho, M., Bonn, M. A., & Li, J. J. (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. International Journal of Hospitality Management,77, 108-116.

Cyr, D., Head, M., Larios, H., & Pan, B. (2009). Exploring human images in website design: A multi-method approach. MIS Quarterly, 33(3), 539-566.

Dayan, E., & Bar-Hillel, M. (2011). Nudge to nobesity ii: Menu positions influence food orders. Judgment And Decision Making, 6(4), 333-342.

Du, Y., & Tang, Y. (2014). Study on the development of o2o e-commerce platform of China from the perspective of offline service quality. International Journal of Business and Social Science, 5(4), 308-312.

DuBose, C. N., Cardello, A. V., & Maller, O. (1980). Effects of colorants and flavorants on identification, perceived flavor intensity, and hedonic quality of fruit‐flavored beverages and cake. Journal Of Food Science, 45(5), 1393-1399.

Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4.

Fakih, K., Assaker, G., Assaf, A. G., & Hallak, R. (2016). Does restaurant menu information affect customer attitudes and behavioral intentions? A cross-segment empirical analysis using PLS-SEM. International Journal of Hospitality Management, 57, 71-83.

Fedorikhin, A., & Patrick, V. M. (2010). Positive mood and resistance to temptation: The interfering influence of elevated arousal. Journal of Consumer Research, 37(4), 698-711.

Feldman, D. C., Bearden, W. O., & Hardesty, D. M. (2006). Varying the content of job advertisements: The effects of message specificity. Journal of Advertising, 35(1), 123-141.

Cekani, K. (2019, September 25). Four trends transforming online food delivery: what you need to know now. Business and Financials News. Retrieved from https://reurl.cc/ARml5Q

Goh, S. K., Ng, S. R., Wong, S. Y., & Chong, L. (2017). Outsourcing to online food delivery services: Perspective of F&B business owners. The Journal of Internet Banking and Commerce, 22(2), 1-18.

Hallam, J., Boswell, R. G., DeVito, E. E., & Kober, H. (2016). Focus: Sex and gender health: Gender-related differences in food craving and obesity. The Yale Journal of Biology and Medicine, 89(2), 161-173.

Hartwell, H., Johns, N., & Edwards, J. S. (2016). E-menus—managing choice options in hospital foodservice. International Journal of Hospitality Management, 53, 12-16.

Hassanein, K., & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65(8), 689-708.

Horta, P. M., de Paula Matos, J., & Mendes, L. L. (2021). Digital food environment during the coronavirus disease 2019 (covid-19) pandemic in Brazil: An analysis of food advertising in an online food delivery platform. British Journal of Nutrition, 126(5), 767-772.

Horta, P. M., Souza, J. D. P. M., Rocha, L. L., & Mendes, L. L. (2021). Digital food environment of a brazilian metropolis: Food availability and marketing strategies used by delivery apps. Public Health Nutrition, 24(3), 544-548.

Hou, Y., Yang, W., & Sun, Y. (2017). Do pictures help? The effects of pictures and food names on menu evaluations. International Journal of Hospitality Management, 60, 94-103.

Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. Critical Perspectives on Business and Management, 63,81-105.

Jacobs, G. H. (2009). Evolution of colour vision in mammals. Philosophical Transactions of the Royal Society B: Biological Sciences,364(1531), 2957-2967.

Jurafsky, D. (2014). The language of food: a linguist reads the menu. New York, NY: W.W. Norton & Company.

Kapoor, A. P., & Vij, M. (2018). Technology at the dinner table: Ordering food online through mobile apps. Journal of Retailing and Consumer Services, 43, 342-351.

Kwong, L. Y. L. (2005). The application of menu engineering and design in Asian restaurants. International Journal of Hospitality Management, 24(1), 91-106.

Manganari, E. E., Siomkos, G. J., & Vrechopoulos, A. P. (2009). Store atmosphere in web retailing. European Journal of Marketing, 43, 1140-1153.

McCall, M., & Lynn, A. (2008). The effects of restaurant menu item descriptions on perceptions of quality, price, and purchase intention. Journal of Foodservice Business Research, 11(4), 439-445.

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Boston, CM: the MIT Press.

Michailidou, E., Harper, S., & Bechhofer, S. (2008). Visual complexity and aesthetic perception of web pages. Proceedings of the 26th annual ACM international conference on Design of communication, 215-224. doi: 10.1145/1456536.1456581

Montoya-Weiss, M. M., Voss, G. B., & Grewal, D. (2003). Determinants of online channel use and overall satisfaction with a relational, multichannel service provider. Journal of the Academy of Marketing Science, 31(4), 448-458.

Ordonez, L., & Benson III, L. (1997). Decisions under time pressure: How time constraint affects risky decision making. Organizational Behavior and Human Decision Processes, 71(2), 121-140.

Ozdemir, B., & Caliskan, O. (2014). A review of literature on restaurant menus: Specifying the managerial issues. International Journal of gastronomy and Food Science, 2(1), 3-13.

Paivio, A., & Csapo, K. (1973). Picture superiority in free recall: Imagery or dual coding? Cognitive psychology, 5(2), 176-206.

Pelchat, M. L., Johnson, A., Chan, R., Valdez, J., & Ragland, J. D. (2004). Images of desire: food-craving activation during fmri. Neuroimage, 23(4), 1486-1493.

Peters, K., & Remaud, P. H. (2020). Factors influencing consumer menu-item selection in a restaurant context. Food Quality and Preference, 82, 1-10.

Popper, N. (2020, June 9). As diners flock to delivery apps, restaurants fear for their future. New York Times. Retrieved from https://reurl.cc/Ok3olD

Ray, A., Dhir, A., Bala, P. K., & Kaur, P. (2019). Why do people use food delivery apps (FDA)? A uses and gratification theory perspective. Journal of Retailing and Consumer Services, 51, 221-230.

Rizzato, M., Dio, D, C., Fasano, F., Gilli, G., Marchetti, A., & Sensidoni, A. (2016). Is food desirability affected by social interaction? Food Quality and Preference, 50, 109-116.

Roseman, M. G. (2006). Changing times: consumers choice of ethnic foods when eating at restaurants. Journal of Hospitality & Leisure Marketing, 14(4), 5-32.

Scheibehenne, B., Greifeneder, R., & Todd, P. M. (2010). Can there ever be too many options? A meta-analytic review of choice overload. Journal of Consumer Research, 37(3), 409-425.

Siegenthaler, E., Bochud, Y., Wurtz, P., Schmid, L., & Bergamin, P. (2012). The effects of touch screen technology on the usability of e-reading devices. Journal of Usability Studies, 7(3), 94-104.

Statista (2020). Online food delivery in the United States. Retrieved from https://www.statista.com/outlook/374/109/online-food-delivery/united-states

Tandon, A., Kaur, P., Bhatt, Y., Mäntymäki, M., & Dhir, A. (2021). Why do people purchase from food delivery apps? A consumer value perspective. Journal of Retailing and Consumer Services, 63, 1-15.

Tractinsky, N., Cokhavi, A., Kirschenbaum, M., & Sharfi, T. (2006). Evaluating the consistency of immediate aesthetic perceptions of web pages. International Journal of Human-Computer Studies, 64(11), 1071-1083.

Vanderlee, L., & Hammond, D. (2014). Does nutrition information on menus impact food choice? Comparisons across two hospital cafeterias. Public Health Nutrition, 17(6), 1393-1402.

Viswanathan, M., & Childers, T. L. (2003). An enquiry into the process of categorization of pictures and words. Perceptual and Motor Skills, 96(1), 267-287.

Wang, K. C., Hsieh, A. T., & Chen, W. Y. (2002). Is the tour leader an effective endorser for group package tour brochures?. Tourism Management, 23(5), 489-498.

Wang, O., Somogyi, S., & Charlebois, S. (2020). Food choice in the e-commerce era: a comparison between business-to-consumer (B2C), online-to-offline (O2O) and new Retail. British Food Journal, 122(4), 1215-1237.

Weingarten, H. P., & Elston, D. (1991). Food cravings in a college population. Appetite, 17(3), 167-175.

White, B. (2005). How to" webby-ize" your web site-factors in award-winning design. Third Latin American Web Congress, 2-25. doi: 10.1109/LAWEB.2005.17

Xu, X., & Huang, Y. (2019). Restaurant information cues, Diners' expectations, and need for cognition: Experimental studies of online-to-offline mobile food ordering. Journal of Retailing and Consumer Services, 51, 231-241.

Yang, S. S. (2012). Eye movements on restaurant menus: a revisitation on gaze motion and consumer scanpaths. International Journal of Hospitality Management, 31(3), 1021-1029.

Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150-162.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.

Zellner, D. A., Strickhouser, D., & Tornow, C. E. (2004). Disconfirmed hedonic expectations produce perceptual contrast, not assimilation. The American Journal of Psychology, 117(3), 363-387.