以方法目的鏈探討自助點餐機顧客使用行為之研究

科技近年來不斷的在成長，漸漸部分產業開始轉型，如：零售商推出無人商店和自助結帳、速食餐廳設置自助點餐機，科技慢慢地改變我們生活型態，但這些新興服務科技，對於臺灣消費者接受度不高。本研究以西式速食業—麥當勞與摩斯漢堡自助點餐機之顧客作為研究對象，使用方法目的鏈探討受訪者對於自助點餐機的感受，針對40位受訪者以軟性階梯法一對一深度訪談方式，定義屬性、結果和價值，並繪製價值階層圖，了解受訪者對使用自助點餐機所重視之價值。本研究結果得知受訪者在使用自助點餐機時重視屬性為自助服務、支付方式以及介面設計；結果為方便、不方便以及沒壓力的感覺；價值為滿意、樂於使用以及忠誠度。本研究結果得知受訪者主要重視自助服務、支付方式、介面設計是受訪者使用自助點餐機動機，並討論其管理意涵。

關鍵字

速食業；自助服務科技；方法目的鏈；蘊涵矩陣；價值階層圖

並列摘要

The science and technology unceasing was growing in recent years, the partial industries started to reform gradually, for example, The retail merchant promotes nobody store and self-service paying up, fast food restaurant establishment self-service ordering kiosk, the science and technology changes us to live slowly the state, but these serve to emerge the science and technology, is not high regarding Taiwan consumer acceptance. This research with touches by western fast-food industry – MacDonald and MOS Burger to help oneself a self-service ordering kiosk customer to take the object of study, the application means-end chain discusses the participant regarding a self-service ordering kiosk feeling, interview of 40 participants by a soft laddering of in-depth interview way, the defining attribute, consequence, and value, and draws up the hierarchical value map, understood the participant for uses self-service ordering kiosk to take the value. These findings knew the participant takes the attribute in a use self-service ordering kiosk to serve, the payment way for the self-service as well as the interface design; Result for convenient, not convenient as well as not pressure feeling; The value for satisfaction is glad the use as well as the loyalty. These findings knew the participant mainly takes to help oneself the service, the payment way, the interface design is the participant uses a self-service ordering kiosk motive, and discuss its management implications.