The Driving Success Factors of the Online Food Ordering System - Empirical Evidence from the UTAUT Model

• Main Authors: Hui-Ping Chen, 陳惠屏
• Other Authors: Ying-Jiun Hsieh
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/48323125078351050034

碩士 === 國立中興大學 === 科技管理研究所 === 103 === People’s desire of dining out is on the rise; however, the busy lifestyles significantly reduce their willingness to go out and eat. The situation has left a gap in the demand for the online ordering platform. This paper aims to explore the success factors of the online food ordering platform as well as how to maintain customer loyalty based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model and Grounded Theory (GT). The research conducted personal interview with eight respondents using age, gender, education and marital status as moderating variables to investigate individuals’ adoption of the online food ordering service and then analyze the content with grounded theory. The result encourages the platform owner to engage with different social channels such as blogs and online communities in order to increase the visibility of the company. Furthermore, speedy delivery service is the key in maintaining customer loyalty, while utilizing a competitive price model in bringing customers to order food online. With the growth of mobile technology and people dining out, online ordering application becomes the trend of the new generation. A variety of restaurants are pushing for a slick and easy-to-use interface for their online food ordering platform, while attracting customers with alluring food items and live reviews. Thus, the platform would enhance user experience and drive sales and conversions.