以科技接受模式探討智慧點餐系統與顧客滿意度之研究

技進步對於我們的日常生活方式也逐漸改變，近年來許多餐飲業者開始設置智慧點餐系統，提供消費者更便利、快速的服務，智慧點餐系統亦被使用來取代部分人力，藉以補足餐飲業常見之人員流動率高、人力短缺等問題。本研究以科技接受模式的架構，探討消費者對於智慧點餐系統的使用接受度與滿意度，了解消費者本身的人口學特質對於智慧點餐系統的「知覺有用性」、「知覺易用性」是否有顯著差異，並進一步探討其與「使用意願」、「顧客滿意度」之關聯。研究以問卷調查法進行，蒐集 306 份樣本。研究結果發現，在人口學變項方面，僅「職業」對「知覺有用性」有顯著差異；「知覺有用性」與「知覺易用性」會正向影響「使用意願」及「顧客滿意度」；此外，研究結果亦發現欲提升顧客滿意度與使用意願，應從知覺有用性上著手。本研究之結果提供餐飲業者、實務界作為智慧點餐系統運用與發展之參考。

關鍵字

科技接受模式；餐飲業；顧客滿意度；使用意願

並列摘要

The way we live is changing with the advance of science and technology. For the past few years, there were more and more restaurants’ owners who started to set up the intelligent ordering system which is convenient for customers to order and pick up their food. This system is not only used for replacing the lack of manpower but also can fix the high turnover rate of employees in catering industry. Based on the technology acceptance model, this research explores consumers’ acceptance and satisfaction using the intelligent ordering systems, it also explores whether the demographic characteristics of consumers have significant differences in the "perceived usefulness", "perceived ease of use" of the intelligent ordering system, and further explores its relationship with "usage intention" and "consumer satisfaction". The research was conducted by questionnaire survey method with 306 samples. The results of this study are showing that in terms of demographic variable which only "occupation" has significant difference in "perceived usefulness"; while "perceived usefulness", "perceived ease of use", "usage intention", "customer satisfaction" are pairwise variable indirectly and correlated significantly with each other. The results of this research could provide catering industry and practitioners as a reference for the application and development of intelligent ordering systems.