虛擬服務生對餐廳網站使用者影響之研究

目前多數餐廳網站以靜態、單向的平面資訊提供為主，無法提高與消費者之間的互動。從實體餐廳得知，與顧客接觸最頻繁者為第一線餐飲服務人員，而且可能代表該餐廳，顧客會透過對服務生的第一印象來評斷整體服務之好壞，由此可見服務生角色之重要性。相同道理，使用者在瀏覽餐廳網站時，是否也會希望受到服務生的款待？成為本研究議題。本研究針對餐廳網站，將服務生融入餐廳網站設計，以Flash製作動態的虛擬服務生，藉由虛擬服務生導覽使用者參觀本餐廳網站。首先設計一個餐廳網站為實驗工具，然後將實驗網站提供使用者瀏覽，並以實驗後訪談來驗證其效果。研究結果發現：虛擬服務生對餐廳網站使用者產生正面影響，讓人感覺有趣親和而想參與更多互動；使用者希望得到虛擬服務生人性化的服務，認為網站設計應該淺顯易懂、簡單易用。

關鍵字

使用者介面；網站導覽；虛擬角色；虛擬服務生；餐廳網站

並列摘要

At present, a majority of restaurant websites mainly offer static, one way, and two-dimensional information, and are not capable to enhance the interactive level with the customers. According to real restaurants in reality, waiters that offer frontline services are the most frequently contacted people of the customers, they may even represent the restaurant. Customers will judge the overall service quality of the restaurant via first impression of the waiters. Hence we may see the importance of the role of waiters. For the same reason, when customers are browsing a restaurant website, do they also want to be served by a waiter? This is the research agenda of this study.This study focuses on restaurant websites, and integrate the role of waiter into the restaurant website design by creating a virtual waiter with Flash technology, and the virtual waiter will guide the customers to visit the website of the restaurant. First of all, we designed a restaurant website as our experimental tool, let the customers to explore the website, and implement interviews after the experiment to verify the effect. The research result discovers: virtual waiter has generated positive effects to the restaurant website visitors, and makes people feel interesting, friendly, want to participate and have more interactive activities. Moreover, visitors would like to have the human nature service of the virtual waiter, and indicate that the website design should be easy understanding and simple to use.