An Empirical Research of Consumers Behaviors on Using Mobile Application of Chain Restaurant

• Main Authors: Hsu, Shang-Hua, 許尚驊
• Other Authors: Liu, Tsong-Zen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/92639606260461811851

碩士 === 國立高雄餐旅大學 === 餐旅管理研究所 === 103 === Because of quickly development of information technology, the generation of everyone have a smart mobile device has come. Many companies have invested resources to develop and maintain the application, especially for chain restaurant. How to improve the continuance intention of consumers become the key issue of chain restaurant. This study will choose the people in Taiwan who had been use "Starbucks TW" as research subjects. This study apply the purposive sampling to collect data on online questionnaire and actual questionnaire in Taipei, Taichung and Kaohsiung. The reach model is based on the post-acceptance model of IS continuance (ISCM), information system success of model (ISSM), and technology acceptance model (TAM). The research study the vital statistics by ANOVA. We also construct suitable PLS-SEM model to explore the relations with perceived usefulness, perceived ease of use, confirmation, system quality, satisfaction, continuance intention. According to the result of this study, the frequency of consumer use chain restaurant mobile application will affect their continuance intention. The most affective factor of consumer continuance intention is customers’ satisfaction. The most two affective factor of consumers’ satisfaction is confirmation and system quality. This study recommended that the restaurant chain operator should enhance customer satisfaction to increase continuance intention.