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題名 自助點餐服務情境因素對顧客滿意度與過度消費影響之研究：以刺激—有機體—反應模型為架構
The Impact of Situational Factors in Self-Ordering Service on Consumer Satisfaction and Overspending: An S-O-R Model Perspective
作者 陳彥慈
Chen, Yan-Tsz
貢獻者 陳建維
Chen, Chien-Wei
陳彥慈
Chen, Yan-Tsz
關鍵詞 自助點餐服務
顧客滿意度
過度消費
情境因素
日期 2025
上傳時間 4-Aug-2025 14:14:49 (UTC+8)
摘要 隨著消費者對服務便利性、自主性與效率的期待日益提高，加上人力成本上升、政策推動與後疫情時代非接觸需求增加，服務業加速數位轉型以因應市場變動。其中，自助服務科技 (Self-Service Technologies, SSTs) 已廣泛應用於餐飲、零售與旅宿等領域，成為提升營運效率與顧客體驗的關鍵工具。自助點餐服務作為數位化服務與現場消費交會的重要接觸點，重新塑造了顧客參與模式與消費歷程，消費者可能展現不同於人工服務下的選擇行為，甚至出現消費金額增加的過度消費現象。儘管相關研究多著重於使用意圖與科技接受，對使用後行為變化的探討有限，為本研究提供了切入契機。 本研究以刺激─有機體─反應模型 (Stimulus–Organism–Response, S-O-R) 為理論依據，選取四項具代表性的情境變數—電子支付功能、使用者介面設計、人員互動以及考慮時間，作為外部刺激，並納入感知效益與感知成本雙維度（包含功能性與心理性面向）作為內在主觀指標，探討其對顧客滿意度與過度消費行為的影響。問卷調查共回收391份有效樣本，結果顯示，顧客滿意度主要來自感知效益，感知成本則無顯著影響。電子支付功能的整合與良好的使用者介面設計可透過提升感知效益，有效強化顧客滿意度，並促進其消費金額的提升。充裕的考慮時間雖有助於降低感知成本，但相對地也會減弱顧客產生計畫外消費的機會。另一方面，點餐過程中的人員互動會加劇顧客在決策時所感受到的心理性成本，激發其衝動性購買行為，從而增加整體點餐金額。本研究期望透過實證結果，協助餐飲業者在導入或優化自助點餐服務時，有效運用情境因素設計以提升營收績效與顧客體驗。
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描述 碩士
國立政治大學
國際經營與貿易學系
112351004
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112351004
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.advisor Chen, Chien-Weien_US
dc.contributor.author (Authors) 陳彥慈zh_TW
dc.contributor.author (Authors) Chen, Yan-Tszen_US
dc.creator (作者) 陳彥慈zh_TW
dc.creator (作者) Chen, Yan-Tszen_US
dc.date (日期) 2025en_US
dc.date.accessioned 4-Aug-2025 14:14:49 (UTC+8)-
dc.date.available 4-Aug-2025 14:14:49 (UTC+8)-
dc.date.issued (上傳時間) 4-Aug-2025 14:14:49 (UTC+8)-
dc.identifier (Other Identifiers) G0112351004en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/158532-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 112351004zh_TW
dc.description.abstract (摘要) 隨著消費者對服務便利性、自主性與效率的期待日益提高，加上人力成本上升、政策推動與後疫情時代非接觸需求增加，服務業加速數位轉型以因應市場變動。其中，自助服務科技 (Self-Service Technologies, SSTs) 已廣泛應用於餐飲、零售與旅宿等領域，成為提升營運效率與顧客體驗的關鍵工具。自助點餐服務作為數位化服務與現場消費交會的重要接觸點，重新塑造了顧客參與模式與消費歷程，消費者可能展現不同於人工服務下的選擇行為，甚至出現消費金額增加的過度消費現象。儘管相關研究多著重於使用意圖與科技接受，對使用後行為變化的探討有限，為本研究提供了切入契機。 本研究以刺激─有機體─反應模型 (Stimulus–Organism–Response, S-O-R) 為理論依據，選取四項具代表性的情境變數—電子支付功能、使用者介面設計、人員互動以及考慮時間，作為外部刺激，並納入感知效益與感知成本雙維度（包含功能性與心理性面向）作為內在主觀指標，探討其對顧客滿意度與過度消費行為的影響。問卷調查共回收391份有效樣本，結果顯示，顧客滿意度主要來自感知效益，感知成本則無顯著影響。電子支付功能的整合與良好的使用者介面設計可透過提升感知效益，有效強化顧客滿意度，並促進其消費金額的提升。充裕的考慮時間雖有助於降低感知成本，但相對地也會減弱顧客產生計畫外消費的機會。另一方面，點餐過程中的人員互動會加劇顧客在決策時所感受到的心理性成本，激發其衝動性購買行為，從而增加整體點餐金額。本研究期望透過實證結果，協助餐飲業者在導入或優化自助點餐服務時，有效運用情境因素設計以提升營收績效與顧客體驗。zh_TW
dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究流程 4 第二章 文獻探討 5 第一節 服務接觸 5 第二節 自助服務科技 7 第三節 自助點餐服務 11 第四節 刺激－有機體一反應模型 20 第五節 情境因素理論 22 第六節 主觀認知與行為反應 26 第三章 研究方法 31 第一節 研究架構 31 第二節 研究假設 32 第三節 研究操作型定義與衡量問項 48 第四節 研究設計 58 第五節 資料分析與抽樣方法 59 第四章 資料分析結果 61 第一節 樣本結構分析 61 第二節 因素分析 64 第三節 信度與效度分析 83 第四節 迴歸分析 84 第五節 研究假設驗證結果 98 第五章 研究結論與建議 100 第一節 研究結論 100 第二節 管理意涵 110 第三節 研究限制與建議 113 參考文獻 115 附錄 139zh_TW
dc.format.extent 3381270 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112351004en_US
dc.subject (關鍵詞) 自助點餐服務zh_TW
dc.subject (關鍵詞) 顧客滿意度zh_TW
dc.subject (關鍵詞) 過度消費zh_TW
dc.subject (關鍵詞) 情境因素zh_TW
dc.title (題名) 自助點餐服務情境因素對顧客滿意度與過度消費影響之研究：以刺激—有機體—反應模型為架構zh_TW
dc.title (題名) The Impact of Situational Factors in Self-Ordering Service on Consumer Satisfaction and Overspending: An S-O-R Model Perspectiveen_US
dc.type (資料類型) thesisen_US
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