| Summary: | 碩士 === 國立東華大學 === 觀光暨遊憩管理研究所 === 90 === Abstract
Title：The Consumer Behavior Study of Meal Order on Internet----focus on decision-making process.
Author：Yi-Chung, Huang
Internet shopping has been consumer’s new channel to purchase products. And, meal order on foodservice web also become a new type of consumer behavior. The purpose of this study was to investigate the consumer behavior for meal order on internet with EKB consumer model, which found by Engel、Kollat & Blackwell scholars. And analysis by decision-making process.
How is the market characteristics of meal order on internet？ What is the factor of consumer to use meal order on internet？How the consumer making purchase decision？ This study will investigate and solve those questions, research on the consumer types among different segmentation, and make some marketing strategies for foodservice industry as reference.
The study will take questionnaire survey of internet, and put the questionnaire on the GAIS portal site to gather data. The questionnaire will put for 30 days to gather enough data for analysis. A total of 838 respondents are taken. The study will take SPSS software to analyze data. The data were analyzed by descriptive statistics, factor analysis, ANOVA, and cluster analysis methods. According analytic result to make the suggestion for marketing strategies.
The result of the study found：「sex」、「age」、「income」、「opportunity」、「education」、「family cycle」、「use internet experience」、「the time of use internet/per day」、「the location of use internet」 and 「the entrence webside」are difference with meal order on internet’s consumer behavior.「address」is not difference with meal order on internet’s consumer behavior.
The study had two research contributions：（1）provide researchers the instruction of consumer behavior for foodservice website；（2）provide business field to develop the EC of meal order on internet.
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