全球性的COVID-19背景下之後疫情時代，飲食模式和顧客行為發生了根本性的轉變。這種環境下，數位點餐和外送服務的需求大增，尤其在都市地區。顧客開始依賴手機應用程式、線上平台或社交媒體來訂購食物、預定取餐時間或線上支付等等。而速食業者、連鎖餐廳和傳統餐飲商家也在這波趨勢下，紛紛尋求數位化的解決方案以滿足顧客的需求，並確保生意能夠持續運作。
然而，這種突如其來的數位化需求，也帶來了許多挑戰，特別是對於那些習慣於傳統營運模式、且對數位技術不太熟悉的傳統餐飲商家。除了技術上的學習曲線，個案還必須面對顧客行為和期望的改變、人員管理及訓練的調整，或者如何在網路上與顧客建立和維護關係的問題。
對於台灣的傳統餐飲商家而言，歷經數十年的經營，紙本點餐方式已深入人心。然而，隨著數位化時代的潮流，新的點餐模式不斷出現，數位操作點餐以及付款之便利性、效率，逐漸取代人工點餐及收付作業。許多老一輩的個案面臨數位技能的學習障礙和對新技術的排斥感。然而，也有些傳統個案成功地進行了數位化轉型。
本研究旨在探索成功轉型的傳統餐飲商家之經驗，輔以顧客旅程、買方效益的理論基礎，從中提煉轉型策略，同時以顧客的體驗來比較傳統點餐與數位點餐的優缺點，提供台灣傳統餐飲商家進行數位化轉型之參考與應用。

In the post-COVID-19 era, global dining patterns and customer behavior have undergone fundamental changes. This environment has seen a significant increase in the demand for digital ordering and delivery services, especially in urban areas. Customers now rely on mobile applications, online platforms, and social media to order food, schedule pick-up times, and make online payments. Fast food operators, chain restaurants, and traditional dining establishments have all sought digital solutions to meet customer demands and ensure business continuity.

However, this sudden surge in digitalization has brought numerous challenges, particularly for traditional dining businesses accustomed to conventional operations and unfamiliar with digital technologies. Beyond the technological learning curve, these businesses must also address changes in customer behavior and expectations, adjustments in personnel management and training, and how to build and maintain relationships with customers online.

For traditional dining businesses in Taiwan, decades of operations have ingrained paper-based ordering deeply into their practices. However, with the advent of the digital age, new ordering models have emerged, and the convenience and efficiency of digital ordering and payments have gradually replaced manual ordering and cash transactions. Many older generations face barriers to learning digital skills and exhibit resistance to new technologies. Nonetheless, some traditional businesses have successfully transitioned to digitalization.

This study explores the experiences of traditional dining businesses that have successfully transitioned to digital operations, supported by theoretical foundations of customer journey and buyer utility. It seeks to extract transformation strategies and compare the advantages and disadvantages of traditional and digital ordering from the customer's perspective. It provides references and applications for traditional Taiwanese dining businesses undergoing digital transformation.

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