Sun Yat-Sen Management Review

  Journal Fullview

Sun Yat-Sen Management Review  2019/9

Vol. 27, No.3  p.473-510

DOI:10.6160/SYSMR.201909_27(3).0001


Title
新科技之消費行為:探索愛評生活通美食App
New Technological Consumption Behavior: Exploring iPeen Gourmet Application
(144_M5d82e9dc55453_Full.pdf 857KB)

Author
陳志萍、陳正義/元智大學管理學院行銷學群、國立中央大學高階主管企管碩士班
Chih-Ping Chen, Cheng-I Chen/

Discipline of Marketing, College of Management, Yuan Ze University; Executive Master of Business Administration, National Central University


Abstract(Chinese)

台灣雖然不大,但卻是個充滿科技創新與美食的地方,消費者習慣使用科技又懂得吃。因此,美食資訊交流平台搶占美食商機已成為一個熱門的大趨勢。愛評生活通美食App,即是緊抓台灣網路創業潮和美食風蔓延兩大浪潮,不僅搶得先機,還創造了嶄新商業模式:提供一個非商家、媒體的第三方分享模式的平台,大部分資訊來自於曾經消費過各店家的消費者提供經驗分享和溝通交流。本個案研究目的主要讓企業界在面臨新科技崛起時,行銷相關人員對消費行為改變應有深入認知,希冀經由本研究成果了解真實消費者接受與使用新科技的主要考量因素、期望新科技滿足其何種需求,以及新科技對其行為產生何種變化。

(144_M5d82e9dc55453_Abs.pdf(File does not exist))

KeyWord(Chinese)

美食App、智慧型手機、使用與滿足、新科技、科技接受模式


Abstract(English)

Taiwan is not so big, but it is filled with technology and delicious food. Meanwhile, consumers in Taiwan understand how to use technology and look for delicious food. It becomes a hot issue and new trend that gourmet cuisine information exchange platform on a new technology captures this business opportunity. For example, iPeen mobile application (iPeen App) start-ups and spreads those two trends. It not only seizes the initiative, but also creates a new business model. It provides a platform where consumers can contribute their gourmet experiences with other consumers. The main purpose of this case study tries to understand how consumers adopt new technology concerned factors, including adoption and expectation of new technology, expectation and need of their gratifications, as well as consumer behavior changes, since business administrators encounter new technology boosts.

(144_M5d82e9dc55453_Abs.pdf(File does not exist))

KeyWord(English)

Gourmet Application, Smartphone, Uses and Gratifications, New Technology, Technology Acceptance Model


Domain
Marketing management

Policy and management implications
(Available only in Chinese)

根據Davis等多位學者提出科技接受模式與Mondi等學者精進使用與滿足理論成為期望確認理論做為本研究基礎,其研究結果發展出關於消費者美食App使用需求、期望與滿足之延伸模式。本研究透過質性深入訪談45位具代表性之美食App--愛評生活通使用者,發現其使用美食App有知覺便利性、知覺有用性、知覺額外利益等需求,以及體驗後對美食資訊的彙整與分類、美食圖片吸引力、分享與評論等有所期望。在接受與使用過程中,知覺績效與體驗後期望會作(虛實)確認程度差異比較,產生滿意度之高低,進而影響下次再使用美食App意圖或負向回饋。本研究不僅運用不同於實徵研究的方式,探索美食App新科技使用行為,也為後續研究提供一個可驗證模式。值得注意的是,本研究更進一步指出現今消費者不僅對於其他消費者提供線上評論與分享有所期望,同時期望美食App提供彙整性與分類性的美食資訊,以及具備愉悅性與吸引力的美食圖片;此意謂知覺易用性、知覺娛樂性潛在的存在美食App使用需求與期望中,也提供現今新科技開發與應用另一思考方向。此外,本研究也提供行銷意涵給予行動服務業及餐飲業參考使用:針對欲開發美食App之行動服務業者,本研究建議由於消費者使用美食App特別重視知覺便利性(特別是省時方面)、知覺有用性,因此,業者不僅在這些需求面強化其特質與功能外,更應訂期更新與提升功能滿足其需求,才能帶來持續使用意願。針對餐飲業者,美食App--愛評生活通標榜的額外利益KoKo回饋金行銷推廣策略,卻未如業者預期受到上班族消費者愛戴。研究結果建議,新科技使用的行銷推廣不應只偏重吸引消費者知覺額外利益需求為宣傳重點,更應對行銷推廣前線人員(例如,商家的全體人員)進行訓練與說明。換言之,消費者知覺便利性(特別是不浪費時間)確實被執行,才會對新科技之核心價值產生期望之滿足感。一旦虛實整合流程運作良好,它將會形成「三贏」(商家、消費者、愛評生活通App)的局面。


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