Consumer Acceptance of Online Restaurant Booking System- The Case of EZTABLE
| Autor: | Lai-Hwa Chang, 張萊華 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 This study investigates consumer acceptance of online restaurant booking system in the case of EZTABLE using the theory of technology acceptance model. In addition to investigating the influences of perceived usefulness and perceived ease of use on consumer adoption of the system, the authors study the effects of perceived trustfulness and network externalities on the acceptance of EZTABLE booking system. A convenience sample of respondents who have used EZTABLE booking system was chosen. A total of 250 questionnaires were collected by online questionnaire. Structure equation model analysis was performed to test the hypothesis. The results showed that both indirect network externalities and perceived ease of use had positive effects on perceived usefulness; both direct and indirect network externalities exerted positive influence on perceived ease of use; perceived trustfulness had positive effect on use intention and was influenced positively by perceived usefulness and perceived ease of use which in turn exert positive influences on use intention. Finally, use intention influenced actual use positively. Perceived usefulness and perceived ease of use are critical factors that influence the adoption of EZTABLE booking system. While choosing the online restaurant booking platform, caterers should choice systems with well-designed system function and service which make customer feel useful and ease of use. At the same time, it is also necessary to consider the selection of online restaurant booking systems that have the effect of network externalities. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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