餐廳線上預購平台之創新發展歷程與消費者考慮之使用因素研究-以EZTable為例

ASIA unversity > 管理學院 > 經營管理學系 > 博碩士論文 > Item 310904400/111873

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Title:	餐廳線上預購平台之創新發展歷程與消費者考慮之使用因素研究-以EZTable為例 The Innovation Process and Patronage Antecedents for EZTable Restrauants.
Authors:	盧文正 LU, WEN-CHENG
Contributors:	經營管理學系
Keywords:	Delta 模型;知覺有用性;知覺易用性;搜尋成本;促銷優惠;服務品質;知覺風險 Delta Model;Perceived usefulness;Perceived easiness;Search Cost;Promotions;Service Quality;Risk Perception
Date:	2018
Issue Date:	2019-05-23 03:50:16 (UTC+0)
Publisher:	亞洲大學
Abstract:	網路的便利性與消費者逐漸習慣上網購物，線上購物線下消費商機龐大。O2O平台業者扮演著篩選合作餐飲的角色。本文研究目的之一是以全台最大餐廳網路EZTable網路平台為個案研究對象，並以Delta Model 的策略模型為基礎，透過「創新擴散模型」階段性地分析餐廳預購平台的經營策略，歸納出線上平台持續經營的關鍵因素。本文另一個研究目的是探討消費者使用EZTable做為預購意圖的關鍵因素。本研究運用知覺有用性、知覺易用性、搜尋成本、促銷優惠、服務品質、知覺風險六大構面。實證研究以網路問卷收集資料，共回收519份有效問卷。研究方法利用：敘述性分析、信效度分析，獨立樣本T檢定及迴歸分析 (Logistic regression analysis) 進行模型驗證。在EZTable個案分析研究發現： EZTable在台灣已進入成長期階段，建議：1.擴張餐廳：尋找更多高端的餐廳引入預購餐飲選項。2.國際擴張：讓國人赴外旅遊在美食領域可以提供更方便的選項。同時在EZTable預購行為研究發現1.知覺有用性對消費者使用 EZTable 預訂餐飲有顯著性影響；2.服務品質對消費者使用 EZTable 預訂餐飲有正面影響；另在性別與職業類別影響表現最為明顯。研究結果提供業者經營策略之參考，可奠定企業的長期競爭優勢。 The convenience of the Internet and the prevalence of online shopping have promoted the potential business opportunities of online purchase for offline products or services, known as Online to Offline (O2O). O2O platforms can even play the role of screening cooperative restaurants. One of the research purposes of this study is to identify the key factors for sustainable operation of online platform. This study takes EZTable, the largest online restaurant reservation platform in Taiwan, as a case study. Based on the Delta Model, it step-by-step analyzes the pre-order business strategy of the platform through Innovation Diffusion Model. Another research purpose is to discuss the key factors for EZTable consumers’ pre-order intents. This study used perceived usefulness, perceived ease of use, search costs, promotions, service quality, and perceived risk as dimensions and collect data by online questionnaire. A total of 519 valid questionnaires were collected. The research methods included narrative analysis, reliability and validity analysis, independent sample t test, and logistic regression analysis. In the case study, this study found that EZTable has entered into the growth stage in Taiwan. The suggestions for EZTable are as follows: (1) expanding the number of restaurants: introduce more high-end restaurants to the per-order options; (2) international expansion: provide more convenient options in the food field to Taiwanese traveling abroad. Meanwhile, for the pre-order behavior in EZTable, this study concludes that (1) perceived usefulness has a significant impact on consumers’ use of EZTable to book restaurant reservation; (2) service quality has a positive impact on consumers’ use of EZTable to book restaurant reservation. Among them, the gender and occupational category have the most obvious impact. The research findings can provide the enterprise with a reference for business strategy, which can lay a long-term competitive advantage.
Appears in Collections:	[經營管理學系 ] 博碩士論文

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