| dc.description.abstract | Taiwan is not so big, but it is filled with mobile technology and delicious food. Meanwhile, consumers in Taiwan understand how to use technology and look for delicious food. It becomes a hot issue and new trend that gourmet cuisine information exchange platform on a mobile technology capture this business opportunity. For example, iPeen mobile application (iPeen App) start-ups and spreads those two trends. It not only seizes the initiative, but also creates a new business model. It provides a platform which shared with companies and consumers who can contribute their gourmet experiences with other consumers.
The main purpose of this thesis tries to provide how consumer technology adoption concerning factors, expectations of mobile technology, and needs of their gratifications, as well as consumer behavior changes, as business administrators encounter mobile technology boosts.
The results of this study showed that the new patterns of behavior under the mobile technology include: (1) consumers use the mobile technology before a certain degree of demands [e.g., cognitive convenience, perceived usefulness, low cognitive sacrificial cognitive attraction of additional interests] and expectations [e.g., food information aggregated and classified, sharing gourmet attractive pictures and comments]; (2) before consumer acceptance mobile technology, forming this mobile technology performance with extrinsic information, past experience and new awareness; (3) once consumers accept this mobile technology, they try to compare its perceived performance and initial expectations with other competitors / brands. They assess whether its perceived and real performances are consistent or not; (4) after the comparison, it turns out different levels of gratifications; (5) once it shows low gratifications, it will reflect upon the lower possibility of re-use on the next time. | en_US |