餐券銷售網站的顧客接受行為模式分析

Analysis of Customers Acceptance Behavioral Model for a Dining E-Coupon Sales Website

10.29931/MR.201112.0005

劉聰仁(Tsong-Zen Liu)；林孟正(Meng-Cheng Lin)

電子餐券 ； 電子商務 ； 科技接受模式 ； 資訊系統持續使用模式 ； 顧客行為 ； e-coupon ； e-commerce ； technology acceptance model ； information system continuance model ； customer behavior

行銷評論

8卷4期（2011 / 12 / 01）

503 - 518

繁體中文

餐飲業電子商務模式雖以網路商店販售實體餐食產品為主，近年來則興起販售餐券與代訂餐廳座位等虛實整合的營運模式，這些新興模式將衝擊餐廳經營和顧客消費行為的互動關係，因此，本論文以台灣某餐券銷售網站為研究目標，結合科技接受模式（TAM）與資訊系統持續使用模式（ISCM）的理論架構，探討及分析該網站使用顧客的接受行為中，使用確認、知覺、滿意度和持續使用意圖之間的因果關係，研究結果可做為未來餐飲業發展電子商務模式的參考。問卷發放方式採用立意抽樣法，訪問對象為該網站實際使用者。問卷分析結果顯示，網站顧客在使用知覺上的重點落在餐券購買及使用的過程及效果，而與網站使用經驗的滿意度脫鉤，持續使用意圖亦因受餐券購買及消費過程的影響居多，不受網站使用經驗本身的滿意度所影響。因此，本研究建議餐券銷售網站服務經營的重點仍應回歸到顧客對餐券的實質效益上，而網站內容品質的優化及持續發展遭遇服務失敗時的補救措施，為加強該網站使用者吸力及黏性的主要經營方向。

Although the major e-commerce model of food and beverage industry is selling physical food products in website stores, different business models like selling dining e-coupons and booking seats of restaurants have risen to achieve a virtual and actual integrated model. These new business models will impact the interactive relations between restaurants operation and customers purchasing behavior. Hence, this paper took a dining e-coupon sales website in Taiwan as survey object and combined TAM and ISCM to develop appropriate research framework. Goal of this research is tried to explore and analyze customer acceptance behavioral model of this website. Research results can be used as references of developing new food and beverage industry e-commerce models in the future. The questionnaires were distributed to online users of this website by purposive sampling method. Analysis results showed that the using perception of online customers was dominated by process and effectiveness during purchasing and using dinning e-coupons but not affected by the satisfaction of using experience. In addition, the intent of continuing use of online customers was also mainly affected by the effectiveness of purchasing and using processes. Therefore, this research suggested that this dinning e-coupon needs to reconsider the actual effect of e-coupons for their customers as key points of this website. On the other hand, optimization of the website information quality and continuous development of remedial measures for service faults are the major operation directions to enhance the attraction and adhesion of website users.

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