Through online shopping, it is convenient and fast for consumers to find the products they need. What’s important is that online shopping is not limited by time and space and can effectively stimulate consumers’ online transactions and generate considerable revenue. For O2O pre-order catering, online catering reservation platforms have been set up since 1998, such as the Open Table, GH, Panera Bread, and Dunkin’ Donuts in the U.S. and EZTable and Weiby iStore in Taiwan, which all have created brand new and surprising experiences. However, these platforms need to implement the right platform strategies at the right time to stand out. This study enrolled successful online catering reservation platforms in the U.S., Germany, and Taiwan as the subjects to perform analyses. This research used the case study method to collect academic papers and database documents of the strategies of pre-purchase catering platforms extensively by using secondary data method. This study performed cross-analyses and inductions on multiple successful subjects, used the “innovation diffusion model” to analyze the operating strategies of these pre-order platforms based on the strategy model of Delta Model, summarized the critical factors affecting the sustainable operation of online platforms, and developed propositions that can be put into practice.

1. Arockiyasamy, G., Surendheran, K., & Bullard, S. K. (2016). The influence of playing video games on academic performance among graduates of Karunya University. Journal of Advances in Humanities and Social Sciences, 2(3), 119-132. doi:https://doi.org/10.20474/jahss-2.3.1
2. Bhattacherjee, A. (2001a). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201-214. doi:https://doi.org/10.1016/s0167-9236(01)00111-7
3. Bhattacherjee, A. (2001b). Understanding information systems continuance: An expectation confirmation model. MIS Quarterly, 25(3), 351-370. doi:https://doi.org/10.2307/3250921
4. Bilog, D. Z. (2017). Investigating consumer preferences in selecting buffet restaurants in Davao region, Philippines. Journal of Administrative and Business Studies, 3(5), 221-233. doi:https://doi.org/10.20474/jabs-3.5.4
5. Chang, C. Y. (2017). Autonomy vs. assessment: To what extent the audience approval in a gallery game helps bring pleasure, pressure, and progress. International Journal of Humanities, Arts and Social Sciences, 3(4), 148-156. doi:https://doi.org/10.20469/ijhss.3.20002-4
6. Curran, J. M., Meuter, M. L., & Surprenant, C. F. (2003). Intentions to use self-service technologies: A confluence of multiple attitudes. Journal of Service Research, 5(3), 209-224. doi:https://doi.org/10.1177/1094670502238916
7. Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2011). Platform envelopment. Strategic Management Journal, 32(12), 1270-1285. doi:https://doi.org/10.1002/smj.935
8. Foster, R. (1986). Innovation : The attackers advantage. London, UK: Macmilla.
9. Gustafsson, A., Johnson, M. D., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, 69(4), 210-218. doi:https://doi.org/10.1509/jmkg.2005.69.4.210
10. Hax, A. C., & Wilde, D. L. (2003). The delta model-a new framework of strategy. Journal of Strategic Management Education, 1(1), 1-21. doi:https://doi.org/10.2139/ssrn.344580
11. Kang, C. Z., & Ogawa, I. (2017). Online shopping behavior of chinese and japanese consumers. Journal of Administrative and Business Studies, 3(6), 305-316. doi:https://doi.org/10.20474/jabs-3.6.5
12. Karayanni, D. A., & Baltas, G. A. (2003). Web site characteristics and business performance: Some evidence from international business-to-business organizations. Marketing Intelligence and Planning, 21(2), 105-114. doi:https://doi.org/10.1108/02634500310465416
13. Marquish, D. G. (1982). The anatomy of successful innovation. Cambridge, London: Winthrop Publishers.
14. Peterson, R. A. (1997). The rise and fall of highbrow snobbery as a status marker. Poetics, 25(2-3), 75-92. doi: https://doi.org/10.1016/s0304-422x(97)00013-2
15. Poon, S., & Swatman, P. M. C. (1996). Electronic networking among small business in australia-an exploratory study. In Proceedings of the Ninth International Conference on EDIIOS, Bled, Slovenia.
16. Rogers, E. (1962). Diffusion of innovation. New York, NY: The Free Press.
17. Rogers, E. (1983). Diffusion of innovations (3rd ed.). New York, NY: The Free Press.
18. Schonland, A. M., & Williams, P. W. (1996). Using the internet for travel and tourism survey research: Experiences from the net traveler survey. Journal of travel research, 35(2), 81-87. doi:https://doi.org/10.1177/004728759603500214
19. Tapscott, D. (1997). Growing up digital: The rise of the net generation. New York, NY: McGraw-Hill.
20. Wen, H. C., Wen, C. L., Pei, K. L., Hui, R. C., & Shieh, L. C. (2018). A cross-cultural comparison in online trading service between Mainland Chian and Taiwan. Global and Stochastic Analysis, 5(6), 433-451.
21. Willy, S. (2017). Analysis of financial ratios to measure the company’s performance in the sectors of consumer goods at Pt. Nippon Indosari Corpindo, Tbk and Pt. Mayora Indah, Tbk. International Journal of Business and Economic Affairs, 2(1), 45-51. doi:https://doi.org/10.24088/ijbea-2017-21006

Lu, W., Chen, S., Chiu, W., & Li, K. P. (2018). A study investigating the stage-by-stage pre- order platform strategies taking online pre-order catering platforms for example. International Journal of Business and Administrative Studies, 4(6), 239-250. doi: https://dx.doi.org/10.20469/ijbas.4.10002-6