從消費者決策觀點來探討Online to Offline折價券網站之商業模式—以餐飲服務為例

Exploring the Business Model of Online to Offline Coupon Sites from the Perspectives of Consumer Decision-Making–A Case Study of Catering Service

廖柏凱(Po-Kai Liao)

指導教授 ： 游張松

國立臺灣大學/管理學院/商學研究所/碩士(2012年)

https://doi.org/10.6342/NTU.2012.02544

摘要

近年來，消費者透過線上購買(Online)折價券來進行線下消費(Offline)；店家也透過線上促銷(Online)來帶動線下經營(Offline)。此種線上到線下(Online to Offline，簡稱O2O)的商業模式，在臺灣，主要是透過Groupon百萬網友團購網、Gomaji夠麻吉、17p好康、Lekker來客網…等網站來經營。本研究將針對O2O的商業模式下，在餐飲服務的範圍內，來探討消費者決策模式。
本研究架構，是根據文獻探討後，設計並架構出?O2O折價券消費者決策模式?。研究變項包含了：?Online特色因子、O2O轉換動機、O2O購買意願、O2O生活型態、變換口味需求性?，以期此決策模式能深入、有效地探討消費者對於餐飲折價券的購買意願。
本研究設計，乃透過準實驗設計方式，將兩類Online特色因子(高折價券 / 營造口碑)搭配兩種不同知覺風險程度之餐廳(下午茶 / 法式餐廳)，設計出四種版本之問卷，最後回收440份有效問卷，並以ANOVA和複迴歸分析進行分析和假說檢定，得出以下結論：
研究結果可以看到即使在高知覺風險餐廳下，高折價券對於消費者的O2O轉換動機還是高過營造口碑效果。從顯著性來看，高折價券對高知覺風險餐廳的O2O轉換動機顯著性，比對低知覺風險餐廳的O2O轉換動機顯著性還要來的高。因此，這邊建議O2O折價券網站業者，應該調高高知覺風險餐廳所占比例，像是法式餐廳等異國料理，盼能有效提高營收。

關鍵字

線上到線下 ； 商業模式 ； 餐飲服務 ； 消費者決策模式 ； 購買意願

並列摘要

In recent years, the consumers usually experience services in the real world environment (offline) through purchasing coupons from the websites (online) in advance; the stores are also engaged in promotion through the online websites. In Taiwan, the websites of online to offline business model (so called O2O) is primarily including Groupon, GOMAJI, 17life,…, and Lekker, and we will explore consumer decision-making process of O2O business model in the scope of catering service.
In this thesis, the framework is based on literature review, and we design the process of consumer decision-making for O2O according to naming the variables including “Online characteristic factor”, “O2O switch motivation”, “O2O purchase intention”, “O2O life style”, and “demand of changing tastes” in order to explore the purchase intension of consumers for O2O coupons in depth.
The experimental design method is employed in this study, and 440 effective samples are collected. By ANOVA and Regression Analysis, the following conclusions are derived:
Even though in the restaurant of high perceived risk, high discount coupon has more positive effect on O2O switch motivation than electronic word-of-mouth. Besides, in the restaurant of high perceived risk, the O2O switch motivation of high discount coupon has more significant effect than the restaurant of low perceived risk. Furthermore, we suggest that O2O coupon websites increase the proportion of the restaurant of high perceived risk like French restaurant in order to increase company’s revenues.

並列關鍵字

online to offline ； business model ； catering service ； consumer decision-making process ； purchase intention

參考文獻

1.李品翰(2011)，”Online to Offline營運模式分析與比較研究”，國立臺灣大學商學研究所碩士論文

2.周凱欣(2011)，”購買式折價券網站商業模式探討-從消費者決策觀點”，國立臺灣大學商學研究所碩士論文

7.黃聆怡(2008)，”電子口碑效果與網路合購之研究”，國立臺灣大學國際企業研究所碩士論文。

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3.Dholakia, U.M. September 28, 2010. How Effective are Groupon Promotions for Business? Mimeo: Rice University.