排隊隊形與電視節目類型對消費者等待時間知覺的影響

The Impacts of Queuing Configurations and Television Program Types on Consumers' Perception of Waiting Time

蕭至惠(Chih-Hui Hsiao) ； 謝玉君(Yu-Chun Hsieh) ； 蔡進發(Chin-Fa Tsai)

《輔仁管理評論》 17卷1期 (2010/01) Pp. 55-77

https://doi.org/10.29698/FJMR.201001.0003

摘要

在今日，等待被視爲浪費時間，但是當顧客無法避免等待時，如何減少顧客的等待時間知覺已變成企業的重要課題。本研究嘗試以消費者的『情緒』與『等待容忍度』爲共變數，探討『排隊隊形』與『電視節目類型』等因子是否會影響消費者於排隊過程中對等待時間的知覺。本研究採2（排隊隊形：直線隊形、蛇形隊形）×2（電視節目類型：連續播放型節目、非連續播放型節目）的二因子實驗設計，並利用雙因子雙共變量共變數的統計方法，希冀研究這兩個自變數因子，在排除消費者『情緒』與『等待容忍度』的干擾下，對等待時間知覺的影響。研究結果顯示：(1)情緒會對等待時間知覺產生干擾效果，但等待容忍度則否。(2)蛇形排隊隊形會比直線排隊隊形的消費者有較短的等待時間知覺。(3)觀看連續播放型節目的消費者會比觀看非連續播放型節目的消費者有較短的等待時間知覺。(4)排隊隊形與電視節目類型具交互作用，當處在蛇形隊形下，觀看連續播放型節目的消費者，其等待時間知覺會顯著低於觀看非連續播放型節目的消費者。

關鍵字

等待時間知覺 ； 排隊隊形 ； 電視節目類型 ； 情緒 ； 等待容忍度

並列摘要

Waiting to be serviced is considered as a waste of time in modern society. When waiting is inevitable, how to reduce customers' perception of waiting time is essential for any enterprise. By taking mood state and wait tolerance as covariance variables, this research investigates whether the two factors (queue configurations/television program types) affect consumers' perception of waiting time or not while consumers are waiting in line. This research conducts a two-factor between-subject factorial experimental design, namely 2 (line/snake queuing configuration)×2 (continuous/discontinuous television program). We also exploit the two-way Ancova method. Excluding the interference by mood state and waiting tolerance, we study how the above-mentioned two factors affects consumers' perception of waiting time. The main findings are as follows: (1) mood state does interfere perception of waiting time, but waiting tolerance doesn't. (2) Comparing with line queue configuration, snake has shorter perception of waiting time. (3) Comparing with type of discontinuous television programs, type of continuous television programs has shorter perception of waiting time. (4) The interaction effect between queue configurations and types of television programs is significant. In snake queue configuration, subjects watching continuous television program have shorter perception of waiting time than those watching discontinuous television program.

並列關鍵字

perception of waiting time ； queuing configurations ； television program types ； mood state ； waiting tolerance

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