Chapter 5 Concluding Remarks…
5.3 Research Limitation
There are several limitations to the research. These include:
Small size of data
Regression method does not indicate the direction of relationship
There are other factors that impact the purchasing intention
First of all, although the data were collected from Internet user speaking one of three languages (English, Chinese, and Thai), still, the sample population used in this research is too small. In this thesis, the sample size of Taiwanese participants is only 12, which is not suit for separate analysis.
A second limitation is that regression method is not a perfect tool to measure model. Since regression cannot indicate the direction between the variable, it is hard to ensure that, for example, satisfaction generate off-line purchasing intention. Maybe the relationship is opposite. The questionnaire used in this thesis is design for those who never visit the restaurant before, but all websites selected is existing sites. Thus, it is possible that some participants had been to the restaurant before doing the questionnaire, which might cause the bias.
Finally, restaurant may not be the perfect business used to indicate the off-line purchasing intention. This study tried to investigate off-line purchasing intention by
35
using website of restaurant. Although restaurants are mostly physical type of store, but there are many factors such as reputation, advertisement, and location of the store, which are able to influence the intention of purchasing and deviate the results.
To conclude, the study demonstrated the importance of design elements as they impact website satisfaction, website confidence, and off-line purchasing intention.
While evolution of the Internet influences businesses through e-commerce, it also plays a role of advertising media for physical stores too. Future research that relates website design and off-line purchasing will offer numerous opportunities for businesses with new marketing strategies.
36
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Appendix: Survey Questions
1. Chinese Version:
第一部份：個人基本資料 (以下每題皆為單選題)
本部分是有關您的個人資料，純粹做為統計分析使用，絕不對外洩漏所填寫資料，
敬請放心填寫。
1、性別：
□男 □女
2、年齡：
□20 歲以下 □21-30 歲 □31-40 歲
□41-50 □歲 51-60 歲 □61 歲以上
3、教育程度：
□高中職(含以下) □大學、專科 □研究所以上
4、職業：
□服務業 □辦事員 □自由業
□老師/教授 □學生 □家庭主婦
□業主 □農林
□其他
44
45
16. 我認為這家餐飲店的網站提供很優質的資
訊內容。 □ □ □ □ □
17. 我將會到這家餐飲店用餐。 □ □ □ □ □
18. 一定會到這家餐飲店用餐。 □ □ □ □ □
19. 我願意考慮到這家餐飲店用餐。 □ □ □ □ □
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2. Thai Version:
ตอนที่ 1：(กรุณาเลือกตอบค าถามต่อไปนี้โดยใช้ตัวเลือกเพียงข้อเดียว)
1. เพศ:
□ชาย □หญิง 2.อายุ:
□น้อยกว่า20 □21-30ปี □31-40ปี
□41-50ปี □51-60ปี □มากกว่า61 3.การศึกษาสูงสุด
□มัธยมปลายและ/หรือต ่ากว่า □ปริญญาตรีหรือเทียบเท่า □ปริญญาโท 4.อาชีพ
□สายบริการ □พนักงานบริษัท □อาชีพอิสระ
□ครู/อาจารย์ □นักเรียน □แม่บ้าน
□เจ้าของกิจการ □เกษตรกร □อื่นๆ
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3. English Version:
Part 1：Personal Information 1. Gender:
□Male □Female 2. Age:
□Under 20 □21-30 □31-40
□41-50 □51-60 □Over 61 3. Education:
□Diploma □Undergraduate □Graduate
4. In terms of your current occupation, how would you characterize yourself? :
□Service □Office Worker □Freelance
□Teacher □Student □Housewife
□Business Person □Agriculture
□Other, please specify
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Part 2：Please visit one of provided restaurant’s website and answer the following questions by choosing only one correct answer
Strongly disagree Disagree Indifferent Agree Absolutely agree
1. At this restaurant’s website, you find the information to be logically presented
□ □ □ □ □
2. At the website of this restaurant, you find the information to be well organized
□ □ □ □ □
3. You can easily navigate the website of this restaurant
□ □ □ □ □
4. You find the website of this restaurant easy to use
□ □ □ □ □
5. The site of this restaurant provides good navigation facilities to search for information
□ □ □ □ □
6. The website of this restaurant looks professionally designed and well presented
□ □ □ □ □
7. The screen design on the website (i.e., colors, boxes, menus, navigation tools etc.) of this restaurant is harmonious and well presented
□ □ □ □ □
8. Website appeals to you visually □ □ □ □ □
9. Website fulfills your needs and expectations □ □ □ □ □
10. Website satisfies your needs □ □ □ □ □
11. Using site/service is satisfactory □ □ □ □ □
12. You believe that at this restaurant’s site, there is less risk that something will go wrong
□ □ □ □ □
13. You feel you can trust the site of this restaurant
□ □ □ □ □
50 14. You have less anxiety when you use the
website of this restaurant
□ □ □ □ □
15. You know what to expect when you use the website of this restaurant
□ □ □ □ □
16. You think this restaurant’s website provides useful information
□ □ □ □ □
17. You might dine at this restaurant sometime in the future
□ □ □ □ □
18. You would definitely dine at this restaurant □ □ □ □ □
19. You would consider dining at this restaurant □ □ □ □ □