等候時間、時間資訊對消費者心情的影響—以事件價值為干擾變數

THE IMPACTS OF WAITING TIME AND TIME INFORMATION ON CONSUMERS’ MOODS—EVENT VALUE AS MODERATOR

陳冠蓓(Kuan-Pei Chen)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

消費者在等候過程時，會因不同的事件價值產生心情的影響，本研究分為兩個實驗，欲探討在服務中和服務後，消費者等候時間長短、等候時間資訊和事件價值對消費者心情的影響。實驗一：在服務中，2（消費者等候時間：長和短）x2（消費者等候時間資訊：告知和未告知）x2（服務事件價值：正面服務和負面服務），實驗二：在服務後，2（消費者等候時間：長和短）x2（消費者等候時間資訊：告知和未告知）x2（服務事件價值：正面服務和負面服務）的三因子實驗設計。本研究以大同大學388位學生為實驗對象。
由研究結果得知，事件價值干擾消費者等候時間長短對消費者心情的影響，僅在實驗一的正面服務（餐廳等送餐）下有顯著影響，即短時間等候相較於長時間等候，消費者將感受較正面的心情。
而事件價值干擾消費者時間資訊對消費者心情的影響，從實驗一得知，在正面服務（餐廳等送餐）下，告知時間資訊相較於未告知時間資訊，消費者將感受較正面的心情；而在負面服務（醫院看牙等治療）下，未告知時間資訊相較於告知時間資訊，消費者將感受較正面的心情。另外，從實驗二得知，在正面服務（餐廳用餐等結帳）下，告知時間資訊相較於未告知時間資訊，消費者將感受較正面的心情。

關鍵字

時間資訊 ； 事件價值 ； 服務中 ； 服務後

並列摘要

In the process of waiting, consumers’ moods are affected by different event values. In this paper, two experiments are included to investigate the length of the consumers’ waiting time, information on the waiting time and the impacts of the event value on the consumers’ mood in the in-process and post-process. The three-factor experimental design was employed. In Experiment 1: In-process provision, 2 (consumers’ waiting time: long and short) x2 (information on waiting time: informed and uninformed) x2 (event value of service): positive service and negative service). In Experiment 2: The experimental design includes three factors including: In the post-process, 2 (consumers’ waiting time: long and short), x2 (information on waiting time: informed and uninformed) and x2 (event value: positive service and negative service). In this paper, 388 students of Tatung University have been selected as study subjects.
The study results indicated the impacts of the length of consumers’ waiting time on the consumers’ mood with the event value as the moderator. Only positive service (waiting for a meal to be served in a restaurant) in Experiment 1 has had significant impact. In other words, a shorter waiting time will elicit consumers’ positive moods as compared to a longer waiting time.
On the other hand, in terms of the impact of the time information on the consumers’ mood with the event value as the moderator, Experiment 1 has shown that regarding the positive service (waiting for a meal to be served in a restaurant), informed time information will elicit the consumers’ positive moods as compared to uninformed time information. As far as negative service (waiting being treated in a dental hospital) is concerned, uninformed time information will elicit the consumers’ more positive moods as compared to informed time information. In addition, Experiment 2 has indicated that regarding the positive service (waiting to check out after a meal in a restaurant), informed time information will elicit the consumers’ more positive moods as compared to uninformed time information.

並列關鍵字

information on waiting time ； event value ； in-process ； pre-process

參考文獻

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