吳彥濬Wu, Yen-Chun蘇星兆Su, Hsing-Chao2024-12-172024-07-262024https://etds.lib.ntnu.edu.tw/thesis/detail/7ebeadbb5a8a04de9354247a721d0029/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/122760現今的餐飲業者紛紛進行了數位化轉型，數位化服務不僅僅能幫助業者便於管理，還能使消費者有更好的體驗，餐前的訂位方式更是受到消費者關注，而餐廳網路訂位已推行多年，消費者是否已經接受這項系統？而是什麼影響消費者使用？要如何使吸引消費者們多加利用？本研究將運用延伸性整合型科技接受模型（UTAUT2）模型為基礎，以使用過餐廳網路訂位系統的臺灣民眾為主要研究對象，除了原先UTAUT2的構面外，將在模型架構中加入知覺風險和信任，運用更多可能的面向來探討臺灣民眾對於餐廳網路訂位的行為意圖和實際行為，本研究也將性別、年齡作為各構面間的路徑關係中的調節變數。本研究抽樣方式將以Google線上問卷的形式進行便利抽樣，收回有效問卷共419份，根據先前研究學者們的建議採用統計運算軟體Smart PLS 4.0，經由測量模型，本研究各變項的信度和效度皆有符合先前學者的提出衡量標準，後續經由結構模型分析發現績效預期、付出預期、社會影響、習慣、促成條件和信任對於民眾使用餐廳網路訂位的行為意圖有顯著之影響，在促成條件、習慣和行為意圖上對於民眾使用餐廳網路訂位的實際行為上有顯著影響，在調節效果上，僅有一項假設成立，是為性別對於促成條件對於行為意圖之路徑有調節效果，而後根據上述資料做出研究總結。而本研究的限制，將提供後續研究學者們一些建議的延伸方向，並根據數據分析結果，供餐飲業者和第三方平台業者做為未來經營策略方向，以作為本研究之實務面貢獻。Nowadays, many businesses are undergoing digital transformation. Digital services not only facilitate management for operators but also enhance the consumer experience. Among these services, reservation methods have garnered significant consumer attention. Online restaurant reservation System have been implemented for several years. Have the consumers fully accepted this system yet? What factors influence consumer usage? How can we attract more consumers to use these services?This study is based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model, targeting Taiwanese consumers who have used online restaurant reservation system. In addition to the original UTAUT2 constructs, this study subjoins perceived risk and trust into the model to provide a more comprehensive examination of Taiwanese consumers' intentions and actual behaviors regarding the use of online restaurant reservations. Gender and age are included as moderating variables in the path relationships among constructs. The study employs a convenience sampling method through a Google online questionnaire, yielding 419 valid responses. Following the recommendations of previous scholars, the statistical software Smart PLS 4.0 is used for analysis. Measurement models confirm that all variables meet reliability and validity standards.Subsequent structural model analysis reveals that performance expectancy, effort expectancy, social influence, facilitating conditions, habit, and trust significantly influence behavioral intention towards using online restaurant reservations. Additionally, behavioral intention, facilitating conditions, and habit significantly impact actual usage behavior. Regarding moderating effects, only one hypothesis is supported: gender moderates the path between facilitating conditions and behavioral intention.Based on these findings, the study offers conclusions and recommendations. It also outlines the research limitations, suggesting directions for future research. Practical implications are provided for restaurant operators and third-party platform providers, highlighting key aspects that the public values and strategies for attracting more users.餐廳網路訂位延伸性整合型科技接受模型知覺風險信任Restaurant Online Reservation SystemUTAUT2Perceived RiskTrust學術論文