簡易檢索 / 詳目顯示

研究生: 余治明
Yu, Chih-Ming
論文名稱: 臺灣連鎖餐飲業於外送平台廣告策略研究
A Study on the Advertising Strategies of Taiwan Restaurant Chain in Online Food Delivery Services
指導教授: 王國欽
Wang, Kuo-Ching
口試委員: 掌慶琳
Chang, Ching-Lin
黃品全
Hwang, Pin-Chyuan
口試日期: 2021/06/26
學位類別: 碩士
Master
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2021
畢業學年度: 109
語文別: 中文
論文頁數: 85
中文關鍵詞: 國際化連鎖餐廳外送平台餐飲業國際化廣告
英文關鍵詞: internationalization, chain restaurant, online food delivery, catering, international advertising
研究方法: 深度訪談法
DOI URL: http://doi.org/10.6345/NTNU202101214
論文種類: 學術論文
相關次數: 點閱:162下載:10
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 隨著電子商務模式的革新,促使外送平台的產生,為餐飲業者帶來全新的通路,然而,面對虛擬通路的國際化廣告策略,不同廠商有不一致的做法,如廣告標準化、廣告在地化、廣告全球在地化,對於臺灣業者而言,由於缺乏對於當地市場的認識,商品從上架到販售,往往僅能透過自身不斷的嘗試從而累積經驗。為此,本研究透過深度訪談,訪問7位國際化餐飲業者,探究臺灣連鎖餐飲業者於國內外平台進行廣告設計的方式,並了解業者所重視國內外的外送平台廣告元素。
    研究結果顯示:一、趨勢影響與增加銷售通路,促使業者加入外送平台;二、業者重視平台抽成與規範;三、業者被制約在平台的設計規範,未清楚廣告元素的重要性;四、圖片與文字是平台設計的重要元素;五、圖片元素為優先,其次為價格、品牌;六、平台規範嚴謹繁多,侷限業者廣告設計的靈活度;七、客群、區域影響廣告執行成效;八、融入在地消費習慣,倚靠平台知名度立足;九、介紹臺灣餐飲特點為國外廣告設計方向;十、國外廣告重視成分標示;十一、國外廣告設計成效優於國內。
    本研究提供台灣業者在國內外外送平台激烈的環境中,能夠使企業維持競爭力,然本研究囿於時間地理與新冠肺炎疫情爆發因素,研究對象數量不如預期,建議未來研究疫情趨緩可增加不同國家的餐飲業者,並加入消費者視角,將能更完善跨國的外送平台廣告設計的方式。

    With the advent of emerging innovative business models, online food delivery platforms have surged as a result, granting new-found market access for the catering industry. Simultaneously, industry players, aiming to secure their foothold onto this modish market, have resorted to launch a sundry of international advertising campaigns. Each having their own set of stratagems. The different methods employed encompasses standardization, localization, global-localization of advertisement campaigns. Yet, as for the Taiwanese caterers treading into these unknown waters, given their lack of understanding of local particularities of their targeted markets, can only seek to recalibrate their advertising methods through knowledge acquired via trial and error. Hence, it is the objective of the present study to delve into the different stratagems employed by the current seven major industry players, with an international presence, from Taiwan, in advertising their products, allowing the readers to comprehend the different set of elements deem substantial for their advertisements via the online food delivery platforms. To this end, we have conducted in-depth interviews with them, in order to record their idiosyncratic experiences and sentiments.
    The findings from the research are as follow:
    1. Current trends manifestly expands market access to many, instigating other catering enterprises to join the online food delivery platforms.
    2. The catering industry places great importance on the platforms’ commission norms and other regulatory constraints.
    3. Given the online food delivery platforms standardized advertising frameworks, caterers’ are unable to determine which element of their advertisements is most significant.
    4. Pictorial and textual representation of the product are essential components to caterer’s advertisement campaigns.
    5. On a scale of significance, pictorial representation in advertisements ranked the highest, thereafter price and brand name.
    6. Many catering businesses feel that their advertising ideas are left unnoticed, given the limiting standardized framework set out by the online food delivery platforms.
    7. Target market groups as well as the particular regions of the market determines the overall effectiveness of the advertising campaigns.
    8. Caterers seek to adapt to the idiosyncratic consumer spending customs of specific markets in order to rely on the platform to secure a foothold into the targeted market.
    9. In global advertising campaigns, the presentation/introduction of Taiwanese culinary arts is what is most often employed by caterers.
    10. International advertisements place greater emphasis over ingredient transparency.
    11. International advertisements effectiveness prevail over national advertisements.
    The present study provides an insightful resource for Taiwanese caterers participating in the fiercely competitive market of online food delivery. Nevertheless, given the time and geographical constraints, couple with the COVID-19 pandemic crisis, the number of our targeted study groups were not as expansive expected. It is advisable, after the subsiding of the pandemic, to increase the number of surveyed caterers, in addition to consumer perspectives, so as to further comprehend the most effective manner through which advertising campaigns should be composed over online food delivery platforms.

    謝辭 i 中文摘要 ii 英文摘要 iii 目次v 表次 vii 圖次 viii 第壹章 緒論 1 第一節 研究背景 1 第二節 研究問題 6 第三節 研究目的 9 第四節 研究流程 10 第貳章 文獻探討 11 第一節 連鎖餐飲業 11 第二節 外送平台 14 第三節 外送平台廣告設計元素 16 第參章 研究方法 21 第一節 研究範圍與對象 21 第二節 訪談大綱設計 24 第三節 資料蒐集與分析 27 第肆章 分析與討論 30 第一節 樣本特性分析與訪談逐字稿複核結果 30 第二節 分析單位及分類發展 34 第三節 廣告策略研究結果 36 第伍章 結論與建議 63 第一節 研究結論與建議 63 第二節 學術與實務貢獻 67 第三節 研究限制及未來研究方向之建議 68 參考文獻 70 附 錄 82 附錄一 訪談說明與同意書 82 附錄二 授權同意書 85

    山口喜久男、小山周三 (1979)。外食サービス産業。東京:東洋經濟新報社。
    陳建成 (1994)。1994年中華民國連鎖店發展年鑑。臺北市:經濟部商業司。
    未來流通研究所 (2020)。【產業競爭地圖】舌尖上的戰場:一張圖看懂臺灣連鎖餐飲集團縱橫布局。取自 https://www.mirai.com.tw/taiwan-chained-restaurants-competition-map/
    石安伶、郭曼忻 (2020)。產業分析:餐飲業發展趨勢 (2019年)。取自 http://www.twtrend.com/share_cont.php?id=77
    吳碧華 (2000)。餐飲連鎖業店經理專業能力分析之研究 (未出版碩士論文)。國立臺灣師範大學,臺北市。
    呂麗華 (2003)。服務品質關鍵因素之探討─以新竹地區餐飲業為例 (未出版碩士論文)。中華大學,新竹市。
    李仁芳 (2012)。美食服務的國際化。今周刊,827。取自 https://www.businesstoday.com.tw/article/category/154685/post/201210250006/%E7%BE%8E%E9%A3%9F%E6%9C%8D%E5%8B%99%E7%9A%84%E5%9C%8B%E9%9A%9B%E5%8C%96
    李郁怡 (2014)。在地化的變與不變。取自 https://www.hbrtaiwan.com/article_content_AR0002745.html
    拉亞漢堡 (2021)。Factpedia揭密真相。取自 https://www.facebook.com/franchise888/posts/10158261233602689
    林心慧 (2008)。比較電視,平面印刷與網路廣告媒體之行銷溝通效果與綜效。中國管理評論,11(2),1-32。
    林沛縈 (2020,8月7日)。臺北牛肉麵比賽常勝軍 鎮店之寶一碗索價千元臺幣。蘋果新聞。取自 https://hk.appledaily.com/ETW/20200901/NNJQT6JSHKLEZ4AS54KS2Z3L34/
    林剛羽 (2020)。國內連鎖餐飲品牌展店之發展策略。NOM Magazinem。取自 https://nommagazine.com/%E5%9C%8B%E5%85%A7%E9%80%A3%E9%8E%96%E9%A4%90%E9%A3%B2%E5%93%81%E7%89%8C%E5%B1%95%E5%BA%97%E4%B9%8B%E7%99%BC%E5%B1%95%E7%AD%96%E7%95%A5/
    林健煉 (2020,2月2日)。一年超過250億美元的外送商機大爆發 其實最早叫外送的是楊貴妃。信傳媒。取自 https://www.cmmedia.com.tw/home/articles/18523
    欣葉 (2021)。米其林餐盤推薦,兼具傳統與現代的台灣料理。取自 https://www.shinyeh.com.tw/content/zh/brand/About.aspx?BrandId=1
    紅太陽 (2021)。紅太陽達人專訪。取自 http://www.redsuntea.com/index.php?option=mainmenu&task=showpage&id=13&dirid=17&pageid=31
    美團外賣、中國飯店協會、艾瑞集團 (2020)。2020外賣行業報告。北京:中國金融出版社。
    徐谷楨 (2018,12月10日)。連鎖加盟圈/吉龍糖黑糖茶飲竄紅。經濟日報。取自https://money.udn.com/money/story/5635/3528143
    高秋英 (1994)。餐飲服務。臺北市:揚智文化。
    曹皕晴 (2018,7月23日)。放眼向海外 酷炫搶眼的雞排品牌力—赤炸風雲雞排。食力food next。取自。https://www.foodnext.net/news/newsnow/paper/5739129953
    莊錦昌 (2001)。網頁介面使用性探討與意象之研究 (未出版碩士論文)。國立成功大學,臺南市。
    陳向明 (2002)。社會科學質的硏究。臺北市:五南圖書出版股份有限公司。
    傅中原 (2020,12月9日)。商業興觀點/連鎖海外展店 做好四件事。經濟日報。取自 https://money.udn.com/money/story/8944/4215995
    黃家慧 (2019,7月10日)。六角全球拓點連菲國第一夫人加盟都嚴審。今周刊。取自 https://www.businesstoday.com.tw/article/category/80408/post/201907100010/%E5%85%AD%E8%A7%92%E5%85%A8%E7%90%83%E6%8B%93%E9%BB%9E%20%20%E9%80%A3%E8%8F%B2%E5%9C%8B%E7%AC%AC%E4%B8%80%E5%A4%AB%E4%BA%BA%E5%8A%A0%E7%9B%9F%E9%83%BD%E5%9A%B4%E5%AF%A9
    楊蕙瑄 (2018)。鍾理和文學書寫所反映的食農生活 (未出版之碩士論文)。國立中正大學,嘉義縣。
    經濟部 (2019)。連鎖加盟及餐飲鏈結發展計畫 (109-112年)。取自 https://www.e-volunteer.org.tw/upload/newsfs51906084808135207.pdf
    資策會產業情報研究所 (2020)。11%臺灣網友疫情期間首度使用美食外送服務。取自 https://mic.iii.org.tw/news.aspx?id=573
    管倖生、林彥呈 (2002)。以感性工學程序建構網頁設計系統之研究。設計學報,7(1),59-74。
    劉芳育 (2016)。網路行銷懶人包影片、直播、貼文、圖片、故事,一次搞懂不見面就成交的內容行銷術!。臺北市:碁峰資訊。
    劉孆婷 (2020)。2021臺灣連鎖加盟產業特輯。臺北市:臺灣連鎖加盟促進協會。
    歐上晉 (2002)。網站首頁視覺設計要素與使用者滿意度之相關分析研究—以汽車製造業首頁為例 (未出版碩士論文)。銘傳大學,桃園市。
    鄧之卿 (2020,6月24日)。「食」尚新風潮 餐飲升級Up。臺北產經網。取自 https://www.taipeiecon.taipei/article_cont.aspx?MmmID=1201&MSid=1072146110431235313
    鄭世陽 (2001)。餐飲管理—領導與溝通。以口頭形式發表於2001年第六屆餐飲管理學術研討會,臺中,臺灣。全文引自 https://www.airitilibrary.com/Publication/alDetailedMesh?docid=P20160314001-200112-201604140008-201604140008-107-117
    聯合信用卡處理中心 (2020)。疫情下,你是餐飲外送一族嗎?餐飲外送平台信用卡消費大數據分析PART2。取自 https://www.nccc.com.tw/wps/wcm/connect/zh/home/openinformation/CaseAnalysisIntroduce/CNT_05_998_20200921162800
    譚思 (2013,12月13日)。歷史上第一個網路橫幅廣告為什麼能夠成功。騰訊科技。取自 https://tech.qq.com/a/20131213/000660.htm
    Agrawal, M. (1995). Review of a 40‐year debate in international advertising. International Marketing Review, 12(1), 26-48.
    Alden, D. L., Steenkamp, J. B. E., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1), 75-87.
    Anderson, W. T., & Cunningham, W. H. (1972). Gauging foreign product promotion. Journal of Advertising Research, 12(Feb), 29-34.
    Bainbridge, W. S. (1989). Survey research: A computer-assisted introduction. Belmont, CA: Wadsworth.
    Bambauer, S. S., Hüttl, V., & Gierl, H. (2011). Can advertising elements improve consumer evaluations of brand extensions with a moderate or low fit. Psychology & Marketing, 28(2), 205-218.
    Bauer, M. W., & Gaskell, G. (2000). Qualitative researching with text, image and sound: A practical handbook for social research. Newbury Park, CA:Sage.
    Blattberg, R. C., & Neslin, S. A. (1990). Sales promotion: Concepts, methods and strategies. Englewood Cliffs ,NJ: Prentice Hall.
    Boykin, G. (2015, April 20). What is the difference in global advertising & international advertising? Small Business. Retrieved from https://smallbusiness.chron.com/difference-global-advertising-international-advertising-66112.html
    Bressolles, G., Durrieu, F., & Senecal, S. (2014). A consumer typology based on e-service quality and e-satisfaction. Journal of Retailing and Consumer Services, 21(6), 889-896.
    Bues, M., Steiner, M., Stafflage, M., & Krafft, M. (2017). How mobile in‐store advertising influences purchase intention: Value drivers and mediating effects from a consumer perspective. Psychology & Marketing, 34(2), 157-174.
    Burt, S., & Sparks, L. (2003). E-commerce and the retail process: A review. Journal of Retailing and Consumer Services, 10(5), 275-286.
    Cadell, C. (2018). Alibaba's Ele.me goes on 3 billion yuan summer spending spree to fight competition. Retrieved from https://archive.is/woZLB#selection-399.0-399.82.
    Choi, Y. K., Hwang, J. S., & McMillan, S. J. (2008). Gearing up for mobile advertising: A cross‐cultural examination of key factors that drive mobile messages home to consumers. Psychology & Marketing, 25(8), 756-768.
    Choi, Y. K., Yoon, S., Kim, K., & Kim, Y. (2019). Text versus pictures in advertising: Effects of psychological distance and product type. International Journal of Advertising, 38(4), 528-543.
    Cullum-Swan, B. E. T. S., & Manning, P. (1994). Narrative, content, and semiotic analysis. In N. K. Denzin & Y S. Lincoln (Eds.), Handbook of qualitative research (pp. 463-477). Thousand Oaks, CA: Sage.
    Cushman & Wakefield (2017). The global food & beverage market: What’s on the menu. Retrieved from https://www.businessimmo.com/eu/research/86194/the-global-food-beverage-market-what-s-on-the-menu
    Cyr, D., Head, M., Lim, E., & Stibe, A. (2018). Using the elaboration likelihood model to examine online persuasion through website design. Information & Management, 55(7), 807-821.
    De-Chernatony, L., & Riley, F. D. O. (1999). Experts' views about defining services brands and the principles of services branding. Journal of Business Research, 46(2), 181-192.
    Decrop, A. (2007). The influence of message format on the effectiveness of print advertisements for tourism destinations. International Journal of Advertising, 26(4), 505-525.
    Dittmer, P. R., & Griffin, G. G. (1993). Dimension of the Hospitality Industry: An introduction. New York, NY: Van Nostrand Reinhold.
    Dowling, G. R. (1980). Information content in US and Australian television advertising. Journal of Marketing, 44(4), 34-37.
    Dreze, X., & Zufryden, F. (1997). Testing web site design and promotional content. Journal of Advertising Research, 37, 77-91.
    Durvasula, S., Lysonski, S., & Andrews, J. C. (1993). Cross‐cultural generalizability of a scale for profiling consumers' decision‐making styles. Journal of Consumer Affairs, 27(1), 55-65.
    Elango, B., & Fried, V. H. (1997). Franchising research: A literature review and synthesis. Journal of Small Business Management, 35(3), 68.
    Elinder, E. (1964). How international can advertising be? In S. W. Dunn (Ed.), International Handbook of Advertising (pp. 7-11). New York, NY: McGraw‐Hill Co.
    Facebook (2019, December). The Annual Topics & Trends Report from Facebook IQ. Retrieved from: https://www.facebook.com/business/news/insights/2020-topics-and-trends-report
    Faqih, K. M., & Jaradat, M. I. R. M. (2015). Assessing the moderating effect of gender differences and individualism-collectivism at individual-level on the adoption of mobile commerce technology: TAM3 perspective. Journal of Retailing and Consumer Services, 22(C), 37-52.
    Grunert, K. G. (2019). International segmentation in the food domain: Issues and approaches. Food Research International, 115, 311-318.
    Ha, L. (1996). Observations: Advertising clutter in consumer magazines: Dimensions and effects. Journal of Advertising Research, 36(4), 76-84.
    Ha, L., & McCann, K. (2008). An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27(4), 569-592.
    Han, M., Zhang, N., & Meng, X. (2017). Survey on consumption of online delivered food of college students. CoOper Economics, 2, 92-93.
    Hassan, S., & Lea, P. K. (1994). Global market segmentation strategies and trends. New York, NY: International Business Press.
    Hite, R. E., & Fraser, C. (1988). Meta-analyses of attitudes toward advertising by professionals. Journal of Marketing, 52(3), 95-103.
    Hongyan, L., & Zhankui, C. (2017). Effects of mobile text advertising on consumer purchase intention: A moderated mediation analysis. Frontiers in Psychology. 8, 1-14.
    Huberman, A. M., & Miles, M. B. (1994). Data management and analysis methods. In N. Denzin & Y. Lincoln (Eds.), Handbook of Qualitative Research (pp. 428-444). London, England: Sage.
    Huff, L. C., & Alden, D. L. (1998). An investigation of consumer response to sales promotions in developing markets: A three-country analysis. Journal of Advertising Research, 38(3), 47-56.
    Imarc. (2020). Global online food delivery market to reach us$ 164.5 billion by 2024, Stimulated by development of user-friendly applications. Retrieved from https://www.imarcgroup.com/global-online-food-delivery-market
    Ismael, V. (2014, September 14). Pepsi dies in more ways than one. Retrieved from https://ivenegas12.wordpress.com/2014/09/14/pepsi-dies-in-more-ways-than-one/
    Jiang, L. A., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214.
    Kassarjian, H. H. (1977). Content analysis in consumer research. Journal of Consumer Research, 4(1), 8-18.
    Khalil, M. S., Lin, J. Y. C., & Cheng, J. M. S. (2010). Glocalization of advertising strategy: A content analysis of television commercials. Retrieved from http://oia.ncu.edu.tw/attachments/article/281/005_thesis.pdf
    Khang, H., Han, S., Shin, S., Jung, A. R., & Kim, M. J. (2016). A retrospective on the state of international advertising research in advertising, communication, and marketing journals: 1963-2014. International Journal of Advertising, 35(3), 540-568.
    Kung, L. C., & Zhong, G. Y. (2017). The optimal pricing strategy for two-sided platform delivery in the sharing economy. Transportation Research Part E: Logistics and Transportation Review, 101, 1-12.
    Li, C., Mirosa, M., & Bremer, P. (2020). Review of online food delivery platforms and their impacts on sustainability. Sustainability, 12(14), 1-17.
    Li, F.; Zhang, J. (2018). Current consumption and problems of online food delivery of university students-A case study on students of Jiujiang college. Hubei University Economic. (Humanities and Social Sciences), 12, 40-42.
    Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. Newbury Park, CA: Sage.
    Liu, F., Kanso, A., Zhang, Y., & Olaru, D. (2019). Culture, perceived value, and advertising acceptance: A cross-cultural study on mobile advertising. Journal of Promotion Management, 25(7), 1028-1058.
    Lou, C., Tse, C. H., & Lwin, M. O. (2019). “Average-sized” models do sell, but what about in East Asia? A cross-cultural investigation of US and Singaporean women. Journal of Advertising, 48(5), 512-531.
    Margariti, K., Boutsouki, C., Hatzithomas, L., & Zotos, Y. (2019). Visual metaphors in food advertising: A cross-cultural study. Food Research International, 115, 338-351.
    Martenson, R. (1987). Advertising strategies and information content in American and Swedish advertising. International Journal of Advertising, 6(2), 133-144.
    Meenakshi, N., & Sinha, A. (2019). Food delivery apps in India: wherein lies the success strategy. Strategic Direction. 35(7), 12-15.
    Merriam, S. B., & Tisdell, E. J. (2015). Qualitative data analysis. Qualitative research: A guide to design and implementation. San Francisco, CA: Jossey-Bass.
    Modig, E., & Rosengren, S. (2013). More than price? Exploring the effects of creativity and price in advertising. Advances in Consumer Research, 41, 373-377.
    Mohamed, R. N., & Daud, N. M. (2012). Cultural uncertainty on brand trust of fast food industry in Malaysia. Procedia-Social and Behavioral Sciences, 42, 399-412.
    Mueller, B. (1987). An analysis of Japanese and American advertising appeals. Journal of Advertising Research, 27(3), 51-59.
    Mulhern, F. J., & Leone, R. P. (1990). Retail promotional advertising: Do the number of deal itemsand size of deal discounts affect store performance? Journal of Business Research, 21(3), 179-194.
    Mulhern, F. J., & Leone, R. P. (1990). Retail promotional advertising: Do the number of deal items and size of deal discounts affect store performance. Journal of Business Research, 21(3), 179-94.
    Nadareyshvili, A. (2019). The impact of photos on food delivery apps performance. Retrieved from: https://www.meero.com/en/news/food/512/The-Impact-Of-Photos-On-Food-Delivery-Apps-Performance
    Nilashi, M., Ibrahim, O., Mirabi, V. R., Ebrahimi, L., & Zare, M. (2015). The role of security, design and content factors on customer trust in mobile commerce. Journal of Retailing and Consumer Services, 26, 57-69.
    O’Neil, H. (1967). Rank-Xerox revamps its advertising. The International Advertiser, 8(6), 26-29.
    OriginsInfo, (2015, September 21). Lost in translation: Soft drinks, hard lessons. OriginsInfo. Retrieved from https://www.originsinfo.com.au/lost-in-translation-soft-drinks-hard-lessons/
    Peebles, D. (1967). Goodyear’s worldwide advertising. The International Advertiser, 8(1), 19-22.
    Pieters, R., Wedel, M., & Zhang, J. (2007). Optimal feature advertising design under competitive clutter. Management Science, 53(11), 1815-1828.
    Pigatto, G., Machado, J. G. d. C. F., Negreti, A. d. S., & Machado, L. M. (2017). Have you chosen your request? Analysis of online food delivery companies in Brazil. British Food Journal, 119(3), 639-657.
    Ray, A., Dhir, A., Bala, P. K., & Kaur, P. (2019). Why do people use food delivery apps (FDA)? A uses and gratification theory perspective. Journal of Retailing and Consumer Services, 51, 221-230.
    Rezaei, S., Shahijan, M. K., Amin, M., & Ismail, W. K. W. (2016). Determinants of app stores continuance behavior: A PLS path modelling approach. Journal of Internet Commerce, 15(4), 408-440.
    Rice, M. D., & Lu, Z. (1988). A content analysis of Chinese magazine advertisements. Journal of Advertising, 17(4), 43-48.
    Roh, M., & Park, K. (2019). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation. International Journal of Information Management, 47, 262-273.
    Simi, D., & Matusitz, J. (2017). Glocalization of subway in India: How a US giant has adapted in the Asian subcontinent. Journal of Asian and African Studies, 52(5), 573-585.
    Sjahroeddin, F. (2018, October). The Role of ES-Qual and Food Quality on Customer Satisfaction in Online Food Delivery Service. Paper presented at the 2018 Industrial Research Workshop and National Seminar, Kabupaten Bandung Barat, Indonesia. Abstract retrieved from https://jurnal.polban.ac.id/index.php/proceeding/article/viewFile/1097/898
    SR, H., Hashim, H., Yusof, R. N., & Alias, N. N. (2013). Relationship between product factors. Advertising, and Purchase Intention of Halal Cosmetic, 21(S), 85-100.
    Statista (2019). Revenue in the online food delivery. Retrieved from https://reurl.cc/R1AGmD
    Statista (2020). Digital travel sales worldwide from 2014 to 2020. Retrieved from https://www.statista.com/statistics/499690/forecast-of-online-travel-sales-growth-worldwide/
    Stemler, S. E. (2015). Emerging Trends in Content Analysis. Retrieved from https://www.researchgate.net/profile/Steven-Stemler/publication/279917349_Emerging_Trends_in_Content_Analysis/links/5b38b9a64585150d23ea2d4f/Emerging-Trends-in-Content-Analysis.pdf
    Stemler, S., (2000). An overview of content analysis. Practical Assessment, Research & Evaluation, 7(17), 137-146.
    Talan, J. (1982). Gillette company on track with sharp marketing for GII. Advertising Age, 17(May), 1-14.
    Tansey, R., Hyman, M. R., & Zinkhan, G. M. (1990). Cultural themes in Brazilian and US auto ads: A cross-cultural comparison, Journal of Advertising, 19(2), 30-39.
    Tavassoli, N. T., & Yih, H. L. (2003). The differential interaction of auditory and visual advertising elements with Chinese and English. Journal of Marketing Research, 40(4), 468-480.
    Thomas, D. R. (2006). A general inductive approach for analyzing qualitative evaluation data. American journal of evaluation, 27(2), 237-246.
    Towers, N., & Xu, K. (2016). The influence of guanxi on physical distribution service quality availability in e-commerce sourcing fashion garments from China. Journal of Retailing and Consumer Services, 28, 126-136.
    Tse, D. K., Belk, R. W., & Zhou, N. (1989). Becoming a consumer society: A longitudinal and cross-cultural content analysis of print ads from Hong Kong, the people’s republic of China and Taiwan. Journal of Consumer Research, 15(1), 457-472.
    Vardar, N. (1992). Global advertising: Rhyme or reason. London, England: Paul Chapman Publishing Ltd.
    Vasiloaia, M. (2020). A linguistic analysis of headlines in advertising. Economy Transdisciplinarity Cognition, 23(1), 126-129.
    Villas-Boas, J. M. (1994). Sleeping with the Enemy: Should Competitors Share the Same Advertising Agency. Marketing Science, 13(2), 190-202.
    Waller, D. S., Christy, T. P., & Fam, K. S. (2008). Perceptions of offensive advertising elements: A China–US comparison. Journal of East-West Business, 14(3-4), 325-343.
    Wang, Y., & Sun, S. (2010). Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries. International Business Review, 19(4), 333-344.
    Weinberger, M. G., & Spotts, H. E. (1989). Humor in US versus UK TV commercials: A comparison. Journal of Advertising, 18(2), 39-44.
    Xu, D. J., Liao, S. S., & Li, Q. (2008). Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications. Decision Support Systems, 44(3), 710-724.
    Yeliz, Y. A. (2019). Glocalization of consumption culture through global brand advertisements. Global Media Journal, 9(18), 294-320.
    Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150-162.
    Yin, R. K. (1989). Case Study Research: Design and Methods. London, England: Sage Publications.
    Zainal, Z. (2007). Case study as a research method. Jurnal kemanusiaan, 5(1), 1-6.
    Zhang, Y., & Gelb, B. D. (1996). Matching advertising appeals to culture: The influence of products' use conditions. Journal of Advertising, 25(3), 29-46.
    Zhao, Y., & Bacao, F. (2020). What factors determining customer continuingly using food delivery apps during 2019 novel coronavirus pandemic period. International journal of hospitality management, 91, 1-12
    Zhen, C. (2020). Analysis of cultural values in intercultural advertising communication from the perspective of "glocalization". International Journal of Social Science and Education Research, 3(1), 29-36.

    下載圖示
    QR CODE