Understanding restaurant consumers' perceived reaction toward the iPad menu

• Main Authors: WU, SUNG-YEH, 吳松燁
• Other Authors: Wang, Hsiu-Yuan
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/47602523733589649213

碩士 === 中華大學 === 企業管理學系碩士班 === 99 === In the beginning of the year 2010, Apple Inc. has launched its latest product iPad in Apple Press Even in U.S. In addition, iPad has got a lot of attention from customers in Taiwan. The concept of customer value has already become a key to build the sustainable competitive advantage, as well as confirmed as the cause of consumer behavioral intention. In recent years, self-service got more attention; therefore, how to fit iPad, a high-tech products, into the service in catering industry is a key point of this paper. As a result, in the research objective of this paper, the researcher has proposed a research model which contained two major factors: cognition and affection, and assumed these two major factors, through influencing potential customers’ perceived value on certain restaurants, that can indirectly affect customers’ intention of visiting them. In the service industry, perceived value is usually regarded as an important concept of understanding customers. The idea of customers’ perceived value has come from the economy and marketing fields, since it cannot only forecast the buying behavior, but also create the sustainable competitive advantage. In addition, cognitive and affective factors have been approved by many previous literatures. Cognition is a tradition preferred concept, which is emphasized in functional benefit; however, as for the factor of affection, it is concentrated on affecting the inner affective experience that yielded from the consumption environment. Meanwhile, when exploring perceived value’s affection on behavior intention, the cognitive and affective factors have also been adopted to evaluate the perceived value as well. For the cognitive aspect, this paper has adopted the perceived usefulness, perceived ease of use and perceived control as the indicators of evaluation; and for the affective aspect, perceived enjoyment and perceived novelty have been used to conduct the evaluation. Furthermore, Amos 19.0 has been used to analyze and verify the models of research hypotheses, and SPSS 17.0 has been adopted to describe the condition of demographic variables. Totaled 332 copies of valid questionnaire have been dispatched within the period between September to the beginning of November 2010. After examining the fitness, reliability and validity, the results showed that those models in this paper can be established practically. In addition, the research results showed that a significant relationship has been reached either between cognitive factor or affective factor and perceived value; therefore, usefulness, easy using and controlling ability are essential for the catering industry while using the electronic menu. From the analytic result, it showed that the affective factor is more important than the cognitive factor, as well as implied that the cognitive factor will become the basic requirement for adapting the technological equipment and device. Experiences in enjoyment and novelty are more important, among these five perceived values, the perceived novelty possessed the most significance which can explain the decisive role of the novel experience, caused by the originality, that played in the modern science and technology. In addition, the research result has once again proved that the perceived value certainly possessed the ability to forecast the behavioral intention; moreover, the new model proposed in this paper can be practically established after the analytic verification, as well as it can be used as a reference and application for follow-up researches.