| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系 === 102 === The framework proposed by Engel, Kollat and Blackwell (1968) (so called the EKB model) has been widely applied in analyzing the buying decision processes of consumers. However, the inherent attributes of the mobile information environment have challenged the traditional assumptions which underpin the conventional theory and model. This current study attempts to fill some of the research gaps. Specifically, the purpose of this study is to revisit the traditional EKB model, examine the underlying assumptions, and explore its validity with a new look in the mobile Internet context. The proposed model, in terms of the consumer decision-making process for restaurant selection, is applied to the pre-purchasing stage, after a purchase problem has been recognized and the decision process starts. A survey was implemented to collect data and the respondents comprised students from 2 universities in Taiwan. The model is empirically assessed by 210 valid responses using partial least square (PLS) technique.
One of the major contributions to the revised EKB model is to explicitly identify some intrinsic elements such as the cognitive load (memory storage) and information processing on the platform of smartphones. Further, these elements have impacts on consumer decision-making. It appears that restaurant consumers do not always go through the traditional elaborate sequence and make decision faster in the m-commerce environment. The step of alternative evaluation becomes vague or integrated into the mobile search by screening and filtering information. It was found that the social search and individual search have direct positive associations with the purchase behavior; furthermore, the new construct - social search has greater impact than individual mobile search on restaurant selection. The model provides researchers and marketers with a framework to understand consumer behavior on the mobile Internet and follow through in developing marketing strategies. Besides, the results of ridit analysis indicate that the food delicious factor, food safety, word-of-mouth, staffs’ service and the quality of environment were vital factors for customers’ restaurant selection; the convenient location, promotion and low price are less important to the restaurant customers who were university students. The implications of the research results are discussed and suggestions for future research are also proposed.
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