INVESTIGATING THE RESEARCH OF THE TAIWAN RESTAURANT WEB DESIGN AND WEBSITE MARKETING CHARACTERISTICS BY CAPITAL SCALE
Abstract - The aim of this study is to explore how restaurants can utilize high-quality web design and online marketing to showcase their product value and accurately meet customer needs, in order to achieve sustainable management. The study employs the indicators developed by Baloglu and Pkcan (2006) to measure the appropriateness of restaurant website design, and utilizes descriptive statistics and contingency table analysis based on capital scale to understand the current status of website design quality of Taiwan's restaurants and how to improve it. In addition, the study also investigates the characteristics of website design quality of Taiwan's restaurants in relation to the development of online marketing, with the hope of making restaurant-customer interactions more timely and attractive, and reducing the phenomenon of inadequate interaction caused by the COVID-19 pandemic.
Keywords: Taiwan Restaurants, Website Design, Website Marketing, Capital Scale.