The Gap Between Your Restaurant and Its Web site - From the Potential Customers’ Perspectives

• Main Authors: Chu-Min Huang, 黃竹民
• Other Authors: Kuo-Ching Wang
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/26512905120671993284

碩士 === 中國文化大學 === 觀光事業研究所 === 89 === Because of the growth of internet, internet marketing become the critical tool to a corporation. Delivering information and interact with consumers are the common model of internet marketing. But what are the important attributes the consumers concern on the web sites? In order to solve this question, the research tries to connect the qualitative and quantitative methods to conclude what the difference of consumers’ satisfaction between restaurant and the web site. In the expectation theories, expectation and satisfaction are proved to be related in-directly (Oliver, 1980) or directly (Yi, 1993). The research applies these theories to ex-plain that if consumers have higher satisfaction after browsing the web site, they will express higher expectation and satisfaction to the restaurant. The research separates into two stages. We survey the attributes the consumers care to the restaurant in the first stage and use them to form the questionnaire. In the second stage, consumers surf the web site and then complete the questionnaire. Finally, we check what are the differences of finding in two stages.