本文旨在探討影響顧客對於美食外送平台購買意願之因素。首先經由文獻回顧建立觀念性架構與研究假設，並利用迴歸模式進行實證分析。本研究以曾經使用美食外送平台服務的消費者爲研究對象，透過問卷調查以了解受測消費者對品牌形象、知覺價值、購買意願之關係感受；研究目的在於建立美食外送平台服務之品牌形象、知覺價值、購買意願之間的關係模式。實證結果顯示美食外送平台的品牌形象會顯著影響消費者購買意願，並且在影響消費者購買意願之過程中，會受到知覺價值之干擾。本研究結果除了對於業者具參考價值，也能提供日後行銷策略參考。期望透過本研究能提高美食外送平台對品牌形象的重視程度，並更了解消費者行為。

The purpose of this study is to investigate the determinants that influence customer purchase intention of food delivery platform. This study first constructs conceptual framework and research hypotheses based on existing literature; the next step is to utilize regression model to conduct empirical analysis. The subjects are customers who have used food delivery platform. Therefore, the research is aimed at establishing a relationship model on the brand image, purchase intention, and the moderating effects from customer perceived value. The results demonstrate that brand image of food delivery platform has a significant influence on customer purchase intention; besides, customer perceived value does moderate the relationship between brand image and purchase intention. This study also provides suggestions about marketing strategies for the food delivery platform.