數位轉型如何通過創新導向提升餐飲業競爭力：以台灣餐飲業為例

<p>台灣餐飲業在疫情後需求反彈並持續成長，然而全球經濟動盪和通膨壓力對業者形成挑戰。數位化轉型被視為解決之道，可提升營運效率並加強顧客服務。本研究針對台灣餐飲業，探討數位轉型策略、數位投入及數位功能如何影響創新導向，進而增強企業競爭力。採用結構方程模型（SEM）分析六都餐飲業者的352份有效問卷資料，結果顯示數位投入對創新導向的影響最大，且創新導向在數位因素與競爭力間具顯著中介效果。本研究建議餐廳應優先加強數位投入，制定全面數位轉型策略，並以創新導向作為長期競爭力的核心。</p> <p> </p><p>Taiwan’s food and beverage industry has experienced rebounding demand and continued growth after the pandemic. However, global economic turbulence and inflationary pressures pose challenges for businesses. Digital transformation is seen as a solution, capable of improving operational efficiency and enhancing customer service. This study focuses on Taiwan’s food and beverage industry, examining how digital transformation strategies, digital investment, and digital capabilities influence innovation orientation and subsequently strengthen business competitiveness. Using Structural Equation Modeling (SEM) to analyze 352 valid questionnaires from food and beverage businesses in Taiwan’s six major cities, the results show that digital investment has the strongest impact on innovation orientation, and innovation orientation has a significant mediating effect between digital factors and competitiveness. This study suggests that restaurants should prioritize strengthening digital investment, formulate comprehensive digital transformation strategies, and maintain innovation orientation as the core of long-term competitiveness.</p> <p> </p>