探討消費者使用自助點餐機之接受意向

隨著外食人口逐漸增加，再加上觀光旅遊的帶動，餐飲消費需求擴增。餐飲業者目前在經營上面臨的困難為人事成本過高、人員流動率高及食材成本波動大等問題，為了解決經營上之困難，近年來，業者紛紛導入自助點餐機，希冀能在點餐與結帳上省下人力成本。本研究將瞭解臺灣消費者對自助點餐機的現況認知，並以創新擴散理論之因素「相對優勢」、「相容性」、「複雜性」、「可試用性」與「可觀察性」五個構面結合理性行為理論，探討哪些會是影響消費者對自助點餐機之使用態度及意向的因素。本研究透過網路問卷方式進行調查，回收有效樣本數為440份。研究結果顯示「相對優勢」、「相容性」、「複雜性」、「可試用性」對消費者對「自助點餐機之使用態度」有顯著的影響，其中複雜性為負向影響；而「自助點餐機之使用態度」對「自助點餐機之使用意向」有正向且顯著的影響效果。

The demand for the consumption of foodservice expands along with the increase of the people who go out for meals and the trigger by the activities of sightseeing and traveling. The difficulties engaged in foodservice encounter are the high labor cost, high turnover, and the cost rises for the good material. The Self-Ordering Kiosk is introduced to the market in recent years, and hopefully, the labor cost can be saved in order taking and billing as the solution to difficulties in running the business. Combining Diffusion of Innovation Theory and Theory of Reasoned Action, this study develops a research model to examine the effect of innovation attributes (Relative Advantage, Compatibility, Complexity, Trialability, and Observability) toward attitude and intention to use Self-Ordering Kiosk. The results indicate that Relative Advantage, Compatibility, Complexity, Trialability significantly influence attitude, which in turn lead to intention to use Self-Ordering Kiosk.