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Analysis of Customers Acceptance Behavioral Model for a Dining E-Coupon Sales Website.

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    • Abstract:
      Although the major e-commerce model of food and beverage industry is selling physical food products in website stores, different business models like selling dining e-coupons and booking seats of restaurants have risen to achieve a virtual and actual integrated model. These new business models will impact the interactive relations between restaurants operation and customers purchasing behavior. Hence, this paper took a dining e-coupon sales website in Taiwan as survey object and combined TAM and ISCM to develop appropriate research framework. Goal of this research is tried to explore and analyze customer acceptance behavioral model of this website. Research results can be used as references of developing new food and beverage industry e-commerce models in the future. The questionnaires were distributed to online users of this website by purposive sampling method. Analysis results showed that the using perception of online customers was dominated by process and effectiveness during purchasing and using dinning e-coupons but not affected by the satisfaction of using experience. In addition, the intent of continuing use of online customers was also mainly affected by the effectiveness of purchasing and using processes. Therefore, this research suggested that this dinning e-coupon needs to reconsider the actual effect of e-coupons for their customers as key points of this website. On the other hand, optimization of the website information quality and continuous development of remedial measures for service faults are the major operation directions to enhance the attraction and adhesion of website users. [ABSTRACT FROM AUTHOR]
    • Abstract:
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