兩岸餐飲類APP消費者使用行為解析－資訊平台式vs 獨立品牌式

Abstract

隨著新科技的發展，餐飲業也逐漸結合科技，線上和行動點餐日益流行，愈來愈多餐廳開始開發自己的App，讓顧客能更便利的消費。根據Google Play於2013年公布的全球App下載行為資料顯示，其中臺灣在Google Play下載量高居全球第三，由此可見未來臺灣在App產業上的消費潛能。在中國方面，付費應用程式的成長幅度最高，應用類型像是手機購物、團購與旅行預訂等，亦出現高度成長。故本研究談討兩岸餐飲類資訊平台式與獨立品牌式App的消費者使用行為，透過互相比較，了解臺灣消費者使用行為，提供未來欲開發App之餐飲業者一些參考。而根據資訊策進會針對臺灣2014年百大App活躍使用者的調查分析報告指出，App應用程式下載者以較年輕、收入較低、且以學生族群為主，故本研究以臺灣學生族群為研究對象，使用焦點團體法，團體樣本6人，以全球兩大App平台Google Play與iTunes餐飲類App下載排行榜交叉比對後，兩岸餐飲類資訊平台式App選出中國：大眾點評、美團外賣，臺灣：愛評生活通、新．食在方便。兩岸餐飲類獨立品牌式App選出中國：星巴克中國、肯德基，臺灣：Starbucks TW、Mos Order。研究結果發現，App提供的資訊以及其分類與操作是否符合消費者需求，內容性與互動性為消費者最優先的考量，而其設計感亦是影響使用意願的因素，而消費者持續使用意願以資訊平台式App較高。

The technology has gradually been used in many different industries for a long time. Restaurants business also combined their marketing with technology. As the mobile ordering service become popular, more and more restaurant business runners want to develop their own mobile Application in order to suit the business model of new generation consumers. According to the data of Google Play in 2013, Taiwan’s App download capacity is the third place of the world. It showed Taiwan’s potential in Apps industry. In China, Applications such as mobile shopping, groupon, travel reservation have highly growth. It showed China’s mobile Application has rapid development, too. Therefore, the research is to study consumer behavior of cross-strait restaurant Applications, through comparison to understand what consumer want. This can offers restaurant business some advices of developing mobile Applications in the future. The research is based on students, using focus group interview. The study was done with focus group interview, completed by the students in university. Based on world top two App platform google play and iTunes, picked top eight Apps as the research objects. The results were as follows: whether the information and category that Apps offered suits consumers need is very important. Their priority concerns were content and interaction. And its design is also another factors that influence consumers’ using intention. In the aspect of using intention in future, information platform Apps are higher than individual brand Apps.