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研究生:周信甫
研究生(外文):Chou, Hsin-Fu
論文名稱:以科技接受模式探討虛實整合餐飲服務創新之研究
論文名稱(外文):The Study of the Catering Service Innovation from Offline to Online of Technology Acceptance Model
指導教授:王本正王本正引用關係
指導教授(外文):Wang, Ben-Jeng
口試委員:王誕生佘日新
口試委員(外文):Wang, Dan-ShengPeter J. Sher
口試日期:2014-06-15
學位類別:碩士
校院名稱:東海大學
系所名稱:企業管理學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:99
中文關鍵詞:科技接受模式虛實整合餐飲服務服務創新
外文關鍵詞:Technology Acceptance ModelCatering Service from Offline to OnlineService Innovation
相關次數:
  • 被引用被引用:21
  • 點閱點閱:1007
  • 評分評分:
  • 下載下載:96
  • 收藏至我的研究室書目清單書目收藏:2
電子商務伴隨著智慧型手持裝置所形成的行動上網及App軟體應用趨勢,而衍生出行動商務,使得一般實體通路與虛擬網路結合,即為虛擬網路整合實體通路(Online to Offline, O2O)或者是實體通路整合虛擬網路(Offline to Online, O2O)的新興虛實整合商務觀念。國內外餐飲服務業者因應此新興虛實整合商務觀念,創新相關餐飲服務之點餐功能與流程,即為虛實整合餐飲服務創新。
本研究以虛實整合餐飲服務創新作為主要的研究範疇。首先以彙整文獻之探討方式,瞭解科技接受模式、虛實整合餐飲服務和服務創新等。接續透過上述之文獻彙整,以服務創新模式中的四大構面及科技接受模式等構面設計問卷。主要針對擁有智慧型手持裝置或具有線上消費經驗之大眾消費者,作為研究對象進行問卷調查,歸納及分析所蒐集彙整的資料。本研究正式問卷共發放189份,其中有效問卷為175份。研究分析結果顯示,服務創新模式此外部變數正向顯著影響知覺有用性以及知覺易用性;知覺易用性正向顯著影響知覺有用性;知覺有用性以及知覺易用性皆對於使用意願具有正向的顯著性影響。其中,外部變數之子構面服務傳達系統對於知覺有用性未具解釋力;服務觀念以及服務傳達系統皆對於知覺易用性未具解釋力。
以上述之驗證結果,提供給予臺灣餐飲業界、學術界及其他領域,作為日後經營發展與研究之參考,且協助瞭解虛實整合餐飲服務創新,具有不容小覷的發展潛力。

With the trend of mobile internet, smart handheld devices, and the applications of App software, Electronic Commerce will derive into Mobile Commerce. As a result of it, Mobile Commerce integrates the physical channels and virtual channels to form the new O2O business concept which is Online to Offline or Offline to Online. In order to implement O2O business concept into the Catering Service Innovation, domestic and foreign catering industry needs to do some innovation of the function and process of the meal’s order.
In this research, the Catering Service Innovation from Offline to Online is the major research areas. The literature review includes Technology Acceptance Model, Catering Service from Offline to Online and Service Innovation. The questionnaire is designed by the dimensions of Technology Acceptance Model and Service Innovation Model. The sample of the research is who have the smart handheld devices or have experience of online consumption. There are 189 formal questionnaires in this study, but there are only 175 questionnaires which are valid. According to the result of data analysis, the Service Innovation Model has significant positive impact on Perceived Usefulness and Perceived Ease of Use; Perceived Ease of Use has significant positive impact on Perceived Usefulness; Perceived Usefulness and Perceived Ease of Use have significant positive impact on Behavioral Intention of Use. In addition, the Service Delivery System has no significant impact on Perceived Usefulness; both of the Service Concept and the Service Delivery System have no significant impact on Perceived Ease of Use.
According to verification of the result, this research provides to the catering industry, academia and the other domain in Taiwan as the development of the future research reference. Beside that it also helps to understand the Catering Service Innovation from Offline to Online that can results potential effect for the future development.

中文摘要 i
Abstract ii
目錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 9
第三節 研究範圍與對象 10
第四節 研究流程 10
第二章 文獻探討 12
第一節 科技接受模式 12
第二節 虛實整合餐飲服務 19
第三節 服務創新 30
第三章 研究方法 37
第一節 研究架構 37
第二節 各項構面與研究假說 38
第三節 研究變數及操作性定義與研究設計 40
第四節 資料分析法 51
第四章 研究結果與討論 55
第一節 描述性統計 55
第二節 信度與效度分析 62
第三節 迴歸分析 66
第四節 結構方程模式 77


第五章 結論與建議 81
第一節 研究結論 81
第二節 管理意涵 85
第三節 研究建議 88
參考文獻 89
附錄
附錄一 正式問卷 96

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(三)學位論文
廖柏凱(2012)。從消費者決策觀點來探討Online to Offline折價卷網站之商業模式-以餐飲服務為例(未出版之碩士論文)。國立台灣大學,台北市。
張宏裕(2013)。以消費價值觀點探討O2O (Offline to Online)模式之使用意願-以Homeplus虛擬商店為例(未出版之碩士論文)。大同大學,台北市。
蔡依玲(2011)。以科技接受模式探討電子書閱讀器採用行為(未出版之碩士論文)。國立中山大學,高雄市。
鄭曉平(2005)。以延伸科技接受模式探討消費者線上投保人壽保險之意願(未出版之碩士論文)。樹德科技大學,高雄市。
徐國禎(2012)。以科技接受模型探討網路電話使用意願-以嘉義縣某公部門為例(未出版之碩士論文)。國立嘉義大學,嘉義市。
章家豪(2011)。知覺風險、資訊豐富度、認知易用性及認知有用性對線上訂購有機農產品態度之影響(未出版之碩士論文)。國立東華大學,花蓮縣。
張硯凱(2013)。服務創新、品牌形象對顧客滿意影響之研究-以IKEA為例(未出版之碩士論文)。南台科技大學,台南市。
蔡佩珊(2012)。服務創新與品牌形象對購買意願、顧客滿意度影響之探討-以台灣智慧型手機使用者實證研究(未出版之碩士論文)。國立臺灣師範大學,台北市。
(四)網路
中華民國經濟部(2012)。公司行號營業項目代碼表檢索系統。取自http://gcis.nat.gov.tw/cod/。
中華民國經濟部統計處(2013)。國內相關餐飲服務業近五年營業額。取自http://www.moea.gov.tw/Mns/dos/home/Home.aspx。
行政院主計總處(2011)。 行業標準分類。取自http://www.dgbas.gov.tw/ct.asp?xItem=28854&ctNode=5479&mp=1。
美國餐廳協會(2012)。熱門菜單科技發展趨勢調查。取自http://www.restaurant.org/Home。


二、英文文獻
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