This paper reports the findings of an exploratory study of eCommerce adoption by owner-operated restaurants in Melbourne. The study included interviews with 22 owner/managers of small restaurants and 4 restaurant industry association representatives. We discuss the eCommerce applications that are currently being used in the Melbourne restaurant industry and the attitudes and experiences of owner-operators related to eCommerce. We explore the reasons for the slow uptake of eCommerce in the restaurant industry and the competitive structure of the industry in which owner-managed restaurants operate.
Field of Research
150399 Business and Management not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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