| Summary: | 博士 === 亞洲大學 === 經營管理學系 === 107 === The convenience of the Internet and the prevalence of online shopping have promoted the potential business opportunities of online purchase for offline products or services, known as Online to Offline (O2O). O2O platforms can even play the role of screening cooperative restaurants. One of the research purposes of this study is to identify the key factors for sustainable operation of online platform. This study takes EZTable, the largest online restaurant reservation platform in Taiwan, as a case study. Based on the Delta Model, it step-by-step analyzes the pre-order business strategy of the platform through Innovation Diffusion Model. Another research purpose is to discuss the key factors for EZTable consumers’ pre-order intents. This study used perceived usefulness, perceived ease of use, search costs, promotions, service quality, and perceived risk as dimensions and collect data by online questionnaire. A total of 519 valid questionnaires were collected. The research methods included narrative analysis, reliability and validity analysis, independent sample t test, and logistic regression analysis. In the case study, this study found that EZTable has entered into the growth stage in Taiwan. The suggestions for EZTable are as follows: (1) expanding the number of restaurants: introduce more high-end restaurants to the per-order options; (2) international expansion: provide more convenient options in the food field to Taiwanese traveling abroad. Meanwhile, for the pre-order behavior in EZTable, this study concludes that (1) perceived usefulness has a significant impact on consumers’ use of EZTable to book restaurant reservation; (2) service quality has a positive impact on consumers’ use of EZTable to book restaurant reservation. Among them, the gender and occupational category have the most obvious impact. The research findings can provide the enterprise with a reference for business strategy, which can lay a long-term competitive advantage.
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