新科技之消費行為：探索愛評生活通美食App

New Technological Consumption Behavior: Exploring iPeen Gourmet Application

台灣雖然不大，但卻是個充滿科技創新與美食的地方，消費者習慣使用科技又懂得吃。因此，美食資訊交流平台搶占美食商機已成為一個熱門的大趨勢。愛評生活通美食App，即是緊抓台灣網路創業潮和美食風蔓延兩大浪潮，不僅搶得先機，還創造了嶄新商業模式：提供一個非商家、媒體的第三方分享模式的平台，大部分資訊來自於曾經消費過各店家的消費者提供經驗分享和溝通交流。本個案研究目的主要讓企業界在面臨新科技崛起時，行銷相關人員對消費行為改變應有深入認知，希冀經由本研究成果了解真實消費者接受與使用新科技的主要考量因素、期望新科技滿足其何種需求，以及新科技對其行為產生何種變化。 Taiwan is not so big, but it is filled with 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 new technology captures 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 where consumers can contribute their gourmet experiences with other consumers. The main purpose of this case study tries to understand how consumers adopt new technology concerned factors, including adoption and expectation of new technology, expectation and need of their gratifications, as well as consumer behavior changes, since business administrators encounter new technology boosts.