近年來愈來愈多人想擺脫傳統的工作型態，朝向自己創業當老闆的夢想，而逐漸興起微型創業，但是通路往往是成功的關鍵之一，因此本研究之目的主要從行動餐車的角度來探究餐飲服務品質、餐車外觀吸引力對顧客購買意願的影響。本研究以曾前往行動餐車之消費者作為研究對象，經分析後發現：1.餐飲服務品質對顧客購買意願有正向影響力；2.餐車外觀吸引力對顧客購買意願有正向影響力。本研究建議行動餐車業者強化服務人員的餐飲相關知識與說餐技巧，以及在餐車外觀上則考量色彩搭配、招牌設計與燈光效果等。

In recent years, more and more people wanted to get rid of the traditional work style, and moved toward starting their own business. There was the tendency toward increased micro-entrepreneurship. Therefore, the purpose of this study was to investigate the effects of catering service quality and appearance attraction of mobile food vans on customers' purchase intention. This study was conducted with consumers who had purchase form that as sampling. The results indicated that catering service quality and appearance attraction both had positive effects on customers' purchase intention. This study suggests that operators of mobile food vans should enhance the catering knowledge and presentation skills for their service staffs, considering color combinations, signboard design and lighting effects in the appearance of mobile food vans.