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題名 影響民眾使用餐廳線上訂位之關鍵因素探討
The Key Factors Affecting Attitude and Using Behavior of the Online Restaurant Reservation
作者 簡宏翰
Chien, Hung-Han
貢獻者 張愛華
Chang, Ai-Hwa
簡宏翰
Chien, Hung-Han
關鍵詞 餐廳線上訂位
整合性科技接受度模型
網站服務品質
Online restaurant reservation
UTAUT model
Web service quality
日期 2018
上傳時間 3-Jul-2018 17:38:54 (UTC+8)
摘要 隨著現今網際網路的蓬勃發展，然而台灣餐飲服務業的電子化程度仍低的情況下，除了現有的外送與訂位市場，企業能否藉由餐廳線上訂位整合線上資訊與線下服務開拓新市場？是什麼影響民眾使用餐廳線上訂位?本研究的目的是以整合性科技接受度模型(UTAUT)與網站服務品質的架構來對餐廳線上訂位的使用者與未使用者進行實證性的研究。
     透過文獻的蒐集與整理，提出影響使用者與潛在使用者對於餐廳線上訂位的使用意圖的模型，進行問卷調查，依照本研究結果顯示: 影響有使用餐廳線上訂位的民眾因素可以歸納為四點，分別是(1)對績效的期望(2)對付出的期望(3)配合的情況(如: 信用卡、網路資源 )(4)網站服務品質。而影響潛在使用者運用餐廳線上訂位的因素可以歸納為三點，分別是(1)對績效的期望(2)對付出的期望(3)社群的影響。此外年齡、教育程度與所得亦與模型中的某些構面有關連。如: 年齡20歲(含)以下比21~25歲的使用者在「社群的影響」構面有較顯著差異，26~30歲比20歲(含)以下對於「配合的情況」構面有較顯著的影響;教育程度有使用餐廳線上訂位碩、博士比大學在「配合的情況」有較顯著的影響；平均月可支配金額40,001元含以上比10,000元含以下在「配合的情況」有較顯著的影響，平均月可支配金額10,001~20,000元比10,000元含以下在「配合的情況」有較顯著的影響。
Under the trend of contemporary prosperity in digitalization, companies have increasingly introduced e-services; however, the degree of digitalization of Taiwan`s food service industry is still low. Can a restaurant develop new markets by integrating online information and offline services through online reservations? What are the key factors affecting the publics to use online restaurant reservations? The purpose of this study is to conduct an empirical study on users and potential users to investigate the intention to use restaurant online reservations based on UTAUT model and website service quality theories.
     Through the review of literature, the author designs a model that decpicts the factors that influence user’s and potential user’s intentions to use online restaurants reservation. The factors that influence the intention to use online restaurant reservations can be summarized as four aspects: 1.Expectation of performance, 2. Expectation of effort, 3. Facilitating Conditions, 4. Quality of website service. The factors that influence the potential user to use online restaurants reservations can be summarized as three aspects: 1. Expectation of performance, 2. Expectation of effort, and 3. Social influence. In addition, some demographic factors significantly influence the intention of the consumers to use online restaurant reservation.
參考文獻 中文文獻
     1. 譚嘉玲(2015),影響民眾使用行動銀行之關鍵因素探討, 國立政治大學企業管理研究所碩士論文。
     2. 黃惠渝(2009),探討Web2.0網站之互動性、社會臨場感以及心流之關係—以線上唱歌網站之為例,國立政治大學企業管理研究所碩士論文。
     
     3. 王政欽(2007),網際網路使用者對網路電話接受度之研究,國立中山大學企業管理研究所碩士論文。
     4. 劉柏廷(2006),科技接受模式，結合計劃行為理論與科技接受模式，科技接受與使用統一理論之實證分析與比較：以台北市停車收費採用 PDA 為例, 國立交通大學運輸科技與管理學系碩士論文。
     5. 張松山,張可立,林錦郎(2014),從網站服務品質觀點探討電子資源使用意圖, 全球商業經營管理學報第六期，77-88
     英文文獻
     1. Agarwal, R., Prasad, J. (1997), “The Role of Innovation Characteristics and Perceived Voluntariness in the Acceptance of Information Technologies.” Decision Sciences. Vol. 28, Iss. 3, 

     2. Ajzen, I. (1985), “From intentions to actions: a theory of planned behaviour”, in Kuhl, J. and Beckmann, J. (Eds), Action-control: From Cognition to Behaviour, Springer, Heidelberg, pp. 11-39.
     3. Ajzen, I. (1991), “The theory of planned behaviour”, Journal of Organizational Behaviour and Human Decision Processes, Vol. 50 No. 2, pp. 179-211.
     4. Ajzen, I. and Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behaviour, Prentice-Hall, Englewood Cliffs, NJ.
     5. Alexandra Svadjian Yates. (2016), The impact of information technology on customer satisfaction and behavioral intention in the casual restaurant industry
     6. Barrutia, J. M., Gilsanz, A. (2009). e-Service quality: overview and research agenda. International Journal of Quality and Service Sciences 1(1), 29-50.
     7. Caroline Tolulope Latona. (2016), Consumers’ acceptance of restaurant of restaurant reservation systems, Michigan State University

     8. Compeau, D. R. and Higgins, C. A. (1995), “Computer self-efficacy: development of a measure and initial test” , MIS Quarterly (21:2), pp.189-211. 

     9. Compeau, D., Higgins, C. A., and Huff, S. (1999), “Social cognitive theory and individual reactions to computing technology: A longitudinal study”, MIS 
Quarterly (23:2)
     10. Celeste K. Mozeik, (1995),” customer adoption of online restaurant services – a multi-channel approach”, the University of Delaware in partial fulfillment of the requirements for the degree of Master of Hospitality Information Management
     11. Davis, F.D. (1986), A technology acceptance model for empirically testing new end-user information system: theory and results. Ph.D. dissertation, MIT Sloan School of management, Cambridge, MA. (TAM) 

     12. Davis, F.D. (1989), Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly,13,pp. 319-340.
     13. Jihyun Lee, M.S. (2003), Factors affecting intention to use online financial services, The Ohio State University
     14. Kennedy K. Amofa (2013) management consultants’ acceptance of internet technology:an empirical study of the determinants of web analytics technology acceptance
     15. Lin, H. F. (2007). The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context. Total Quality Management, 18(4), 363-78.
     16. Moore, G. C. & Benbasat, I. (1991), “Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation”, Information Systems Research, Vol. 2, No. 3, pp. 192-222. 

     17. Nunnally, J. C., (1978), Psychometric Theory, New York: Mcgraw-Hill.

     18. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.
     19. Parasuraman, A., Zeithaml, V. A., & Berry L. L. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-47.
     20. Parasuraman, A., Zeithaml, V. A., & Berry L. L. (1988). SERVQUAL: A Multiple- Item Scale Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
     21. Parasuraman, A. (2000). The Impact of Technology on the Quality Value Loyalty Chain: A Research Agenda. Journal of the Academy of Marketing Science, 28(1), 168-174.
     22. Parasuraman, A., Zeithaml, V. A., & Malhorta, A. (2005). E-S-QUAL: A multiple- item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
     23. Taylor, S., & P. Todd (1995), “Understanding information technology usage: a test of competing models”, Information Systems Research, Vol. 6, No. 2, pp.144-176. 

     24. Taylor, S., & P. Todd (1995), “Assessing IT usage: the role of prior experience”, MIS Quarterly, December, pp.561-570. 

     25. Venkatesh, V. & F.D. Davis (1996), “A model of the antecedents of perceived ease of use: Development and Test”, Decision Sciences, Vol.27, No.3, pp.451-481. 

     26. Venkatesh, V., M.G.Morris , G..B.Davis & F.D.Davis (2003), User Acceptance of Information Technology: Toward A Unified View. MIS Quarterly, 27, pp.425-478 

     27. User Acceptance of Information Technology: Toward a Unified View
Author(s): Viswanath Venkatesh, Michael G. Morris, Gordon B. Davis and Fred D. Davis Source: MIS Quarterly, Vol. 27, No. 3 (Sep., 2003), pp. 425-478

     28. Zeithaml, V.A., Berry, L.L., and Parasuraman, A. “Communication and Control Processes in the Delivery of Service Quality,” Journal of Marketing, Vol. 52, No. 2, 1988, pp.35-48.
     29. Zeithaml, V.A., Berry, L.L., and Parasuraman, A., “The Behavioral Consequences of Service Quality,” Journal of Marketing, Vol. 60, No. 2, 1996, pp.31-46.
     30. Zeithaml, V.A. and Bitner, M.J., Services Marketing: Integrating Customer Focus across the Firm, 3rd ed., New York: McGraw-Hill, 2003.
     網路資料
     1. Bloomberg (2016)，“Online restaurant booking Goas global and multilingual”， www.bloomberg.com/news/articles/ 2016-10-18/online-restaurant-booking-platform-opentable- goes-global-and-multilingual (accessed 16 March 2017).
     2. 全國碩博士論文資訊網
     http://datas.ncl.edu.tw/theabs/00/
     3. 一個餐廳訂位網，如何讓聯發科
     https://www.inside.com.tw/2015/01/15/mtk-invests-eztable
     4. 找TABLE真EZ：分析易訂網之商業模式http://mymkc.com/article/content/21445
     5. 打造餐廳的商務艙 — 專訪 EZTABLE 創辦人陳翰林https://yowureport.com/25753/
     6. 易訂網　訂位也是門好生意https://www.cw.com.tw/article/article.action?id=5001893
     7. 看EZTABLE如何靠三階段募資「訂」出年營收5億元的奇蹟！http://www.naipo.com/Portals/1/web_tw/Knowledge_Center/Industry_Economy/publish-390.htm
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363094
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105363094
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.advisor Chang, Ai-Hwaen_US
dc.contributor.author (Authors) 簡宏翰zh_TW
dc.contributor.author (Authors) Chien, Hung-Hanen_US
dc.creator (作者) 簡宏翰zh_TW
dc.creator (作者) Chien, Hung-Hanen_US
dc.date (日期) 2018en_US
dc.date.accessioned 3-Jul-2018 17:38:54 (UTC+8)-
dc.date.available 3-Jul-2018 17:38:54 (UTC+8)-
dc.date.issued (上傳時間) 3-Jul-2018 17:38:54 (UTC+8)-
dc.identifier (Other Identifiers) G0105363094en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118318-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 105363094zh_TW
dc.description.abstract (摘要) 隨著現今網際網路的蓬勃發展，然而台灣餐飲服務業的電子化程度仍低的情況下，除了現有的外送與訂位市場，企業能否藉由餐廳線上訂位整合線上資訊與線下服務開拓新市場？是什麼影響民眾使用餐廳線上訂位?本研究的目的是以整合性科技接受度模型(UTAUT)與網站服務品質的架構來對餐廳線上訂位的使用者與未使用者進行實證性的研究。
     透過文獻的蒐集與整理，提出影響使用者與潛在使用者對於餐廳線上訂位的使用意圖的模型，進行問卷調查，依照本研究結果顯示: 影響有使用餐廳線上訂位的民眾因素可以歸納為四點，分別是(1)對績效的期望(2)對付出的期望(3)配合的情況(如: 信用卡、網路資源 )(4)網站服務品質。而影響潛在使用者運用餐廳線上訂位的因素可以歸納為三點，分別是(1)對績效的期望(2)對付出的期望(3)社群的影響。此外年齡、教育程度與所得亦與模型中的某些構面有關連。如: 年齡20歲(含)以下比21~25歲的使用者在「社群的影響」構面有較顯著差異，26~30歲比20歲(含)以下對於「配合的情況」構面有較顯著的影響;教育程度有使用餐廳線上訂位碩、博士比大學在「配合的情況」有較顯著的影響；平均月可支配金額40,001元含以上比10,000元含以下在「配合的情況」有較顯著的影響，平均月可支配金額10,001~20,000元比10,000元含以下在「配合的情況」有較顯著的影響。		zh_TW
dc.description.abstract (摘要) Under the trend of contemporary prosperity in digitalization, companies have increasingly introduced e-services; however, the degree of digitalization of Taiwan`s food service industry is still low. Can a restaurant develop new markets by integrating online information and offline services through online reservations? What are the key factors affecting the publics to use online restaurant reservations? The purpose of this study is to conduct an empirical study on users and potential users to investigate the intention to use restaurant online reservations based on UTAUT model and website service quality theories.
     Through the review of literature, the author designs a model that decpicts the factors that influence user’s and potential user’s intentions to use online restaurants reservation. The factors that influence the intention to use online restaurant reservations can be summarized as four aspects: 1.Expectation of performance, 2. Expectation of effort, 3. Facilitating Conditions, 4. Quality of website service. The factors that influence the potential user to use online restaurants reservations can be summarized as three aspects: 1. Expectation of performance, 2. Expectation of effort, and 3. Social influence. In addition, some demographic factors significantly influence the intention of the consumers to use online restaurant reservation.		en_US
dc.description.tableofcontents 目錄
     第一章 緒論 1
     第一節 研究動機及背景 1
     第二節 研究目的與研究問題 6
     第三節 研究範圍 7
     第四節 研究流程與步驟 7
     第二章 文獻探討 8
     第一節 網站服務品質定義及構面 8
     第二節 整合性科技接受與應用模式 12
     第三章 研究方法 24
     第一節 研究架構 24
     第二節 研究變數定義及假說 25
     第三節 研究假說 27
     第四節 研究設計 30
     第五節 問卷前測 36
     第六節 抽樣與資料收集方法 36
     第四章 資料分析討論 39
     第一節 樣本結構 39
     第二節 餐廳線上訂位之基本看法 43
     第三節 衡量尺度之信度分析 46
     第四節 餐廳訂位民眾使用行為之影響 47
     第五節 消費者特性與對餐廳線上訂位系統之關聯分析 50
     第六節 相關性分析 60
     第七節 迴歸分析 62
     第八節 研究假說驗證整理 65
     第九節 影響未使用餐廳線上訂位的潛在原因 67
     第五章 結論與建議 68
     第一節 結論 68
     第二節 建議 70
     第三節 研究限制與未來研究之建議 72
     參考文獻 74
     中文文獻 74
     英文文獻 75
     網路資料 78
     附錄 研究問卷 79		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105363094en_US
dc.subject (關鍵詞) 餐廳線上訂位zh_TW
dc.subject (關鍵詞) 整合性科技接受度模型zh_TW
dc.subject (關鍵詞) 網站服務品質zh_TW
dc.subject (關鍵詞) Online restaurant reservationen_US
dc.subject (關鍵詞) UTAUT modelen_US
dc.subject (關鍵詞) Web service qualityen_US
dc.title (題名) 影響民眾使用餐廳線上訂位之關鍵因素探討zh_TW
dc.title (題名) The Key Factors Affecting Attitude and Using Behavior of the Online Restaurant Reservationen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文文獻
     1. 譚嘉玲(2015),影響民眾使用行動銀行之關鍵因素探討, 國立政治大學企業管理研究所碩士論文。
     2. 黃惠渝(2009),探討Web2.0網站之互動性、社會臨場感以及心流之關係—以線上唱歌網站之為例,國立政治大學企業管理研究所碩士論文。
     
     3. 王政欽(2007),網際網路使用者對網路電話接受度之研究,國立中山大學企業管理研究所碩士論文。
     4. 劉柏廷(2006),科技接受模式，結合計劃行為理論與科技接受模式，科技接受與使用統一理論之實證分析與比較：以台北市停車收費採用 PDA 為例, 國立交通大學運輸科技與管理學系碩士論文。
     5. 張松山,張可立,林錦郎(2014),從網站服務品質觀點探討電子資源使用意圖, 全球商業經營管理學報第六期，77-88
     英文文獻
     1. Agarwal, R., Prasad, J. (1997), “The Role of Innovation Characteristics and Perceived Voluntariness in the Acceptance of Information Technologies.” Decision Sciences. Vol. 28, Iss. 3, 

     2. Ajzen, I. (1985), “From intentions to actions: a theory of planned behaviour”, in Kuhl, J. and Beckmann, J. (Eds), Action-control: From Cognition to Behaviour, Springer, Heidelberg, pp. 11-39.
     3. Ajzen, I. (1991), “The theory of planned behaviour”, Journal of Organizational Behaviour and Human Decision Processes, Vol. 50 No. 2, pp. 179-211.
     4. Ajzen, I. and Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behaviour, Prentice-Hall, Englewood Cliffs, NJ.
     5. Alexandra Svadjian Yates. (2016), The impact of information technology on customer satisfaction and behavioral intention in the casual restaurant industry
     6. Barrutia, J. M., Gilsanz, A. (2009). e-Service quality: overview and research agenda. International Journal of Quality and Service Sciences 1(1), 29-50.
     7. Caroline Tolulope Latona. (2016), Consumers’ acceptance of restaurant of restaurant reservation systems, Michigan State University

     8. Compeau, D. R. and Higgins, C. A. (1995), “Computer self-efficacy: development of a measure and initial test” , MIS Quarterly (21:2), pp.189-211. 

     9. Compeau, D., Higgins, C. A., and Huff, S. (1999), “Social cognitive theory and individual reactions to computing technology: A longitudinal study”, MIS 
Quarterly (23:2)
     10. Celeste K. Mozeik, (1995),” customer adoption of online restaurant services – a multi-channel approach”, the University of Delaware in partial fulfillment of the requirements for the degree of Master of Hospitality Information Management
     11. Davis, F.D. (1986), A technology acceptance model for empirically testing new end-user information system: theory and results. Ph.D. dissertation, MIT Sloan School of management, Cambridge, MA. (TAM) 

     12. Davis, F.D. (1989), Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly,13,pp. 319-340.
     13. Jihyun Lee, M.S. (2003), Factors affecting intention to use online financial services, The Ohio State University
     14. Kennedy K. Amofa (2013) management consultants’ acceptance of internet technology:an empirical study of the determinants of web analytics technology acceptance
     15. Lin, H. F. (2007). The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context. Total Quality Management, 18(4), 363-78.
     16. Moore, G. C. & Benbasat, I. (1991), “Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation”, Information Systems Research, Vol. 2, No. 3, pp. 192-222. 

     17. Nunnally, J. C., (1978), Psychometric Theory, New York: Mcgraw-Hill.

     18. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.
     19. Parasuraman, A., Zeithaml, V. A., & Berry L. L. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-47.
     20. Parasuraman, A., Zeithaml, V. A., & Berry L. L. (1988). SERVQUAL: A Multiple- Item Scale Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
     21. Parasuraman, A. (2000). The Impact of Technology on the Quality Value Loyalty Chain: A Research Agenda. Journal of the Academy of Marketing Science, 28(1), 168-174.
     22. Parasuraman, A., Zeithaml, V. A., & Malhorta, A. (2005). E-S-QUAL: A multiple- item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
     23. Taylor, S., & P. Todd (1995), “Understanding information technology usage: a test of competing models”, Information Systems Research, Vol. 6, No. 2, pp.144-176. 

     24. Taylor, S., & P. Todd (1995), “Assessing IT usage: the role of prior experience”, MIS Quarterly, December, pp.561-570. 

     25. Venkatesh, V. & F.D. Davis (1996), “A model of the antecedents of perceived ease of use: Development and Test”, Decision Sciences, Vol.27, No.3, pp.451-481. 

     26. Venkatesh, V., M.G.Morris , G..B.Davis & F.D.Davis (2003), User Acceptance of Information Technology: Toward A Unified View. MIS Quarterly, 27, pp.425-478 

     27. User Acceptance of Information Technology: Toward a Unified View
Author(s): Viswanath Venkatesh, Michael G. Morris, Gordon B. Davis and Fred D. Davis Source: MIS Quarterly, Vol. 27, No. 3 (Sep., 2003), pp. 425-478

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     網路資料
     1. Bloomberg (2016)，“Online restaurant booking Goas global and multilingual”， www.bloomberg.com/news/articles/ 2016-10-18/online-restaurant-booking-platform-opentable- goes-global-and-multilingual (accessed 16 March 2017).
     2. 全國碩博士論文資訊網
     http://datas.ncl.edu.tw/theabs/00/
     3. 一個餐廳訂位網，如何讓聯發科
     https://www.inside.com.tw/2015/01/15/mtk-invests-eztable
     4. 找TABLE真EZ：分析易訂網之商業模式http://mymkc.com/article/content/21445
     5. 打造餐廳的商務艙 — 專訪 EZTABLE 創辦人陳翰林https://yowureport.com/25753/
     6. 易訂網　訂位也是門好生意https://www.cw.com.tw/article/article.action?id=5001893
     7. 看EZTABLE如何靠三階段募資「訂」出年營收5億元的奇蹟！http://www.naipo.com/Portals/1/web_tw/Knowledge_Center/Industry_Economy/publish-390.htm		zh_TW
dc.identifier.doi (DOI) 10.6814/THE.NCCU.MBA.021.2018.F08-