Online Ordering Systems and Consumer Acceptance - Using Box Lunch Order Systems as a Case Study

Fresh food is approaching a professional food value orientation. Taiwanese people have become increasingly concerned with nutrition when eating out, and have begun to consider the nutrients and calories in box lunches, in addition to price and taste. This study constructed a platform for an online box lunch ordering system. The system contained a screen that allowed consumers to use checkboxes to select the dishes they wanted, which could then be used to calculate the nutritional information, calories, and prices of the meal combination, in order to achieve customization. At the same time, this study used purposive sampling to conduct a survey on actual online users regarding the box lunch ordering system. The measuring tool was developed based on the technology acceptance model (TAM). The linear structure equation was used to confirm the correlations between the dimensions of the TAM. The results showed that the users’ perceived ease of use on the box lunch ordering system would significantly influence the perceived usefulness, which would directly influence usage attitudes. However, usefulness does not have a significant influence on usage behavioral intentions. The concept of food value will promote the development of agricultural business opportunities for local food materials.