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題名：Online to Offline 餐飲服務購買行為研究
作者：劉 鶴 龍
作者(外文)：Ho-lung liu
校院名稱：臺灣大學
系所名稱：商學研究所
指導教授：游張松
學位類別：博士
出版日期：2012
主題關鍵詞：線上到線下；商業模式；餐飲服務；購買行為；online to offline；business model；catering service；purchase behavior
原始連結：連回原系統網址new window
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一般而言，傳統的餐飲服務消費方式是『現場先體驗再付款』，價格與服務品質都會以滿足顧客需求為主。O2O不同於傳統的餐飲服務，消費者在網路上依據網頁描述內容先行購買大約五折的折價券，再到餐廳消費。因為對消費者大幅折價促銷，所以O2O業務成長極快。然而，提供服務的餐廳只能拿到大約三折的金額，因此，經常衍生消費的糾紛。
雖然O2O 餐飲服務經常衍生消費的糾紛，但仍然是時下最被仿製、最具成長爆發力的商業創新服務模式，值得探討其商業模式的特質。本研究主要探討 O2O 餐飲服務商業模式下的購買行為，分析人口變數、心理變數、網站行銷知覺與購買行為之間的關係。
經過問卷調查，本研究發現如下:
1.O2O餐飲消費者的購買特質，主要偏好合理價格之下的五折以下大折扣促銷、追求有特色/好氣氛的消費型態、並且願意再購買以及向親友推薦。
2.消費者對於O2O的網站行銷知覺，主要著重在合理價格的大折扣、優良的形象、網站付/退款機制的評估。
3.關連性分析中發現:
（1）喜歡大幅折價的O2O消費者重視付/退款機制及知名度、折扣評價、產品形象/地點及推薦；愛撿便宜、喜歡好康分享的O2O消費者重視促銷廣告。
（2）喜歡大幅折價、愛撿便宜與喜歡好康分享的O2O消費者有高的滿意度、意願推薦與再購意願。
（3）O2O網站限時限量的促銷廣告，與購買者的推薦意願，具有關連性。
Generally speaking, the transaction in traditional catering service is “receiving food service first and paying later”. Thus, the pricing and service are aimed at satisfying the demand of customers. O2O is different from the traditional catering service. In particular, O2O customers, based on the website information, firstly buy online coupon with about 50% discount and later consume in the restaurants. Based on the large discount promotion, the O2O business is fast growing. However, the restaurants proving the service can get only the 70%-discounted price, which frequently leads to disputes of transaction.
Although the high frequency of transaction disputes, O2O is still the most copied and prospering innovative business model. Thus, the characteristic of business model is worth our study. This study explores the purchase’s behaviors under the O2O business model, and analyzes the relationship among psychological variables, online marketing perception and purchasing behaviors.
Through questionnaire survey, we found:
1.The major purchasing behaviors of O2O customers include preference of promotion with over 50% discount, willingness to repurchase and recommend the service to their relatives or friends.
2.The online marketing perception of the customers to O2O catering service is mainly focused on reasonable discounts, O2O payment/refunding mechanism and reputation.
3.The relationship analysis identifies:
（1）The O2O customers who prefer big discount place importance on the payment/funding mechanism, visibility, valuation on the promotion, product reputation/location and recommendation. The customers who like good deals and enjoy sharing place importance on promotion advertisement.
（2）The O2O customers who prefer big discount, like good deals and enjoy sharing have high satisfaction, willingness to recommend and willingness to repurchase.
（3）There is notable relationship between the time-limited and quantity-limited O2O promotion and customers’ willingness to recommend.
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網站資源
GROUPON, http://www.groupon.com.tw/, 2013.
GOMAJI, http://www.gomaji.com/, 2013.


 
 
 
 
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