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研究生:張萊華
研究生(外文):Lai-Hwa Chang
論文名稱:消費者對網路訂餐平台的接受度研究-以EZTABLE訂餐系統為例
論文名稱(外文):Consumer Acceptance of Online Restaurant Booking System- The Case of EZTABLE
指導教授:梁英文梁英文引用關係
指導教授(外文):Ying-Wen Liang
學位類別:碩士
校院名稱:景文科技大學
系所名稱:旅遊管理系觀光與餐旅管理碩士班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:69
中文關鍵詞:科技接受模式網路訂餐系統知覺信賴性網路外部性
外文關鍵詞:Technology acceptance modelonline restaurant booking systemperceived trustfulnessnetwork externalities
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本研究主要是運用科技接受模式,探討消費者對EZTABLE訂餐系統的接受行為,除了知覺有用性與知覺易用性之外,本研究加入知覺信賴性一併探討這些變數對使用意向的影響,同時以網路外部性作為外部因素,了解其對網路訂餐系統接受度的影響。本研究的研究對象是曾使用EZTABLE訂餐系統的顧客,採用便利抽樣蒐集樣本資料,問卷是以網路問卷的型態發放,共回收250份有效問卷。所蒐集的樣本資料運用結構方程式分析以驗證研究假設。結果發現,間接網路外部性與知覺易用性對EZTABLE訂餐系統的知覺有用性均產生正向影響,間接與直接網路外部性對EZTABLE訂餐系統的知覺易用性也都有正向影響。顧客知覺的有用性與易用性對EZTABLE訂餐系統的知覺信賴性分別呈現正向影響。顧客知覺的直接網路外部性、有用性、易用性與信賴性對EZTABLE訂餐系統的使用意向均發生顯著的正向影響,最後,使用者的使用意向對實際使用有顯著正向影響。研究結果顯示知覺有用性與知覺易用性是影響使用意向的關鍵因素,餐飲業者在選擇第三方平台系統時,可評估並選擇系統的功能與服務內容設計完善,使顧客感受到有用以及容易使用的餐飲系統,同時,還需考慮選擇具備網路外部性效果的餐飲資訊系統。
This study investigates consumer acceptance of online restaurant booking system in the case of EZTABLE using the theory of technology acceptance model. In addition to investigating the influences of perceived usefulness and perceived ease of use on consumer adoption of the system, the authors study the effects of perceived trustfulness and network externalities on the acceptance of EZTABLE booking system. A convenience sample of respondents who have used EZTABLE booking system was chosen. A total of 250 questionnaires were collected by online questionnaire. Structure equation model analysis was performed to test the hypothesis. The results showed that both indirect network externalities and perceived ease of use had positive effects on perceived usefulness; both direct and indirect network externalities exerted positive influence on perceived ease of use; perceived trustfulness had positive effect on use intention and was influenced positively by perceived usefulness and perceived ease of use which in turn exert positive influences on use intention. Finally, use intention influenced actual use positively. Perceived usefulness and perceived ease of use are critical factors that influence the adoption of EZTABLE booking system. While choosing the online restaurant booking platform, caterers should choice systems with well-designed system function and service which make customer feel useful and ease of use. At the same time, it is also necessary to consider the selection of online restaurant booking systems that have the effect of network externalities.
目 錄
中文摘要 i
Abstract ii
誌 謝 iii
目 錄 iv
表 次 .vi
圖 次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究流程 6
第四節 研究範圍與限制 7
第二章 文獻回顧 8
第一節 信念、態度與行為意向 8
第二節 理性行為模式 11
第三節 科技接受模式 12
第四節 知覺有用性、知覺易用性與使用意向的衡量 17
第五節 網路信賴性 18
第六節 網路外部性 22
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假設 26
第三節 研究對象與抽樣 32
第四節 研究工具 33
第五節 資料分析方法 37
第四章 資料分析 41
第一節 問卷預試 41
第二節 樣本結構 42
第三節 研究構念信度與效度分析 44
第四節 結構方程式分析與假設的檢定 51
第五章 研究結論與建議 58
第一節 研究結論與發現 58
第二節 研究限制與建議 61
參考文獻 62
附  錄 68
一、中文部分
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葉乘豪(2012)。以沉浸理論、網路外部性、計畫行為理論探討體感遊戲機購買意圖之研究。國立屏東商業技術學院行銷與流通管理研究所未出版碩士論文,屏東縣。
劉柏廷(2016)。以分析階層程序探討消費者對於綠色旅遊之偏好。國立中山大學國際經營管理碩士學程未出版碩士論文,高雄市。
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二、英文部分
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三、網站部分
尼爾森市調公司(2017)。2017年台灣網購消費者透過行動裝置購物首度超越電腦。民106年10月20日,取自:http://www.nielsen.com/tw/zh/press-room/2017/taiwan-mobile-shopping-overpassed-shopping-via-pc.html
Visa旅遊意向調查(2016)。超過九成台灣旅客海外旅遊時會使用行動裝置軟體。民106年10月20日,取自:https://www.visa.com.tw/about-visa/newsroom/press-releases/nr-tw-160725.html
方雯玲(2015)。電子商務當道飯店跳中間商起而直銷。民106年10月20日,取自:http://news.xinmedia.com/news_article.aspx?newsid=8137&type=3
台灣產經資料庫(2015)。O2O模式電子商務的未來趨勢。民106年10月20日,取自;https://tie.tier.org.tw/db/article/list.asp?code=IND29-13&ind_type=midind
邱柏勝 (2017) 。門檻低競爭激烈餐飲業展店快倒店也快。中央通訊社。民106年10月20日,取自;http://www.cna.com.tw/news/afe/201711130325-1.aspx
Kyle (2016) 。2016年全球零售電子商務銷售額達1.915兆美元。科技部科技產業資訊室。民106年10月20日,取自;http://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=12753
許芷浩 (2017)。臺灣電子商務規模 2016的電商概況與危機。電子商務時報。民106年10月20日,取自;http://www.chinatimes.com/newspapers/20150303000216-260210
MIC產業情報研究所 (2017)。網購消費者調查2016年網購消費平均27,715元。民106年10月20日,取自;https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=464

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