歡樂或功能性等待、提供等待訊息對消費者時間知覺及情緒反應之影響

THE EFFECT OF WAITING BENEFITS AND MESSAGE SUPPLY ON CONSUMERS’ REACTIONS TO WAITING

陳建中(Chien-Chung Chen)

指導教授 ： 張重昭

國立臺灣大學/管理學院/商學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.02365

摘要

等待對消費者而言是一種負面的經驗，對企業的滿意度亦是負面的評價，然而在服務環境中，消費者的等待是無法避免的現象。好的等待環境可以縮短消費者的等待時間知覺，服務提供者對等待環境之安排會影響等待者對等待之評價。影響顧客滿意的因素，除了來自等待本身，更與等待的商品利益及有無提供等待訊息有關。因此，本研究採用實驗法比較消費者在不同利益的等待－歡樂性及功能性利益兩種不同情境下的差異，其次探討當業者有無提供等待資訊或服務速度規律性對消費者時間知覺及情緒反應的影響，進而對服務品質的評價。
在等待時間知覺方面，不同利益的等待在有無提供等待訊息時對消費者的等待時間知覺有顯著性的差異，功能性利益的銀行比歡樂性利益的遊樂場對消費者有較長的等待時間知覺。不論是遊樂場或銀行的等待，在不規律的服務速度比規律的服務速度對消費者而言，都有較長的等待時間知覺。
在等待情緒反應方面，歡樂性與功能性不同利益的等待在正面情緒上有顯著性的差異，在負面情緒上並無明顯的差別，而歡樂性的等待比功能性的等待有較高的正面情緒反應。此外，不論是正面情緒或負面情緒都與有無提供等待訊息有顯著性的差異，有提供等待訊息比無提供者有較高的正面情緒而負面情緒較低。並且，情緒反應與時間知覺之間有顯著的相關性。
在服務品質評價方面，不同利益等待或服務速度規律性對消費者而言對服務品質評價上並無顯著差異，但是有提供等待訊息比無提供等待訊息有較高的服務品質評價。並且，情緒反應與服務品質評價之間有顯著的相關性。

關鍵字

等待 ； 功能性 ； 時間知覺 ； 情緒反應 ； 歡樂性

並列摘要

Waiting is a kind of negative experience for consumers and also a negative evaluation for enterprises. However, it is unavoidable for consumers to wait in a service surrounding. Not only the waiting benefit but also the waiting message affects the consumers’ satisfaction for the service. A good waiting condition can shorten the consumers’ time perception and raise the service evaluation. This research studied the differences of two kinds of waiting benefits, hedonic and utilitarian, on the waiting time perception, affective responses and service evaluation of consumers. The effects of waiting message supply and service velocity for the consumers were also studied.
The time perceptions of consumers who were supplied with the waiting message were shorter than those without the waiting message, and the utilitarian was longer than the hedonic. For both waiting benefits, the time perceptions were shorter in regular service velocity than in irregular service velocity.
The most difference of the two waiting benefits was the positive affective. The hedonic waiting had higher positive affective scores than the utilitarian waiting, but the negative affective was no significant difference. When supplied the waiting message, the negative affective was lower and the positive affective was higher than without message supply. Affective response and the time perception had the significant relationship.
There was no significant difference in service evaluation for both hedonic and utilitarian waiting. However, both waiting benefits supplied with waiting message had higher service evaluation than those without message supply. Affective response and the service evaluation also had the significant relationship.

並列關鍵字

utilitarian ； hedonic ； affective response ； waiting ； time perception

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