顧客對自助點餐系統及再使用意願之探討: 以餐飲業為例

CCUR > College of Business > Master program of global brand and marketing > thesis > Item 987654321/53692

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/53692

Title:	顧客對自助點餐系統及再使用意願之探討: 以餐飲業為例 Exploring the Factors Influencing Customer Reuse Intentions toward Self-Service Ordering Systems: A Case Study of the Food and Beverage Industry
Authors:	黃語培 HUANG, YU-PEI
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	心理需求接受度再使用意願顧客滿意度 psychological needs acceptance customer satisfaction reuse intention
Date:	2024
Issue Date:	2024-11-25 14:11:40 (UTC+8)
Abstract:	隨著科技快速發展，餐飲業數位化進程顯著，台灣高達73%餐飲業者已使用POS系統。數位化轉型已成為提升效率與顧客體驗的重要策略，本研究旨在探討自助點餐系統的應用與消費者接受度，特別關注再使用意願。利用Google網路表單收集資料，通過社群平台如Line和Facebook發放問卷，首次問卷施測收回50份有效問卷，正式問卷施測收回250份有效問卷。並以信度分析，Pearson相關性分析，迴歸分析，層級迴歸分析，研究實證相關如下: (一)心理需求對顧客滿意度有直接正向的影響。 (二)接受度對顧客滿意度有直接正向的影響。 (三)心理需求對再使用意願有直接正向的影響。 (四)接受度對再使用意願有直接正向的影響。 (五)顧客滿意度對再使用意願有直接正向的影響。 (六)心理需求對再使用意願有正向影響並以顧客滿意度為中介變數。 (七)接受度對再使用意願有正向影響並以顧客滿意度為中介變數。 With the rapid advancement of technology, the digitization process in the catering industry is significant, with up to 73% of Taiwanese caterers already using POS systems. Digital transformation has become a crucial strategy for enhancing efficiency and customer experience. This study aims to explore the application of self-service ordering systems and consumer acceptance, with a particular focus on the intention to reuse. Data were collected using Google Forms and distributed through social media platforms such as Line and Facebook. An initial survey yielded 50 valid questionnaires, and the formal survey yielded 250 valid questionnaires. The study employs reliability analysis, Pearson correlation analysis, regression analysis, and hierarchical regression analysis. The empirical findings are as follows: (1) Psychological needs have a direct positive effect on customer satisfaction. (2) Acceptance has a direct positive effect on customer satisfaction. (3) Psychological needs have a direct positive effect on the intention to reuse. (4) Acceptance has a direct positive effect on the intention to reuse. (5) Customer satisfaction has a direct positive effect on the intention to reuse.
Appears in Collections:	[Master program of global brand and marketing] thesis

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	8	View/Open

View Licence

Loading...