探討餐廳消費者對送餐機器人之使用態度及體驗價值對餐廳再訪意願之影響－以顧客的個人創新為調節變數

Abstract

臺灣餐飲產業因缺工問題，促使業者開始導入送餐機器人，如今送餐機器人在第一線為消費者提供送餐服務，使消費者在餐廳內感受到的服務體驗更加多元。過往研究主要討論消費者對於餐廳送餐機器人的使用意願及態度，較少討論消費者的體驗價值感受，因此本研究針對餐廳顧客對於送餐機器人的體驗價值感受進行討論。本研究以SOR理論為基礎，探討送餐機器人的設計屬性對於餐廳消費者體驗價值及使用態度的影響，以及使用態度及體驗價值對於再訪意願的影響。另外，本研究也加入顧客創新的概念探討顧客創新對於體驗價值和使用態度的調節效果。本研究採量化研究法，採取便利抽樣方式，透過網路社群平台 (Line、Facebook、Instagram、Dcard) 以及研究者親自到餐廳及賣場等較多民眾聚集的地方，邀請過去三個月內曾到訪設有送餐機器人餐廳用餐的名眾進行網路問卷填寫，本研究共回收302份有效問卷，以偏最小平方法的結構方程模型 (PLS-SEM) 進行統計分析。研究發現，機器人的知覺安全 (PS)、有用性 (PU)、易用性 (PEOU)、真人感 (PH) 和友善感 (PF) 會影響顧客的使用態度；而知覺安全 (PS)、有用性 (PU) 、易用性 (PEOU)、友善感 (PF) 和知覺酷感 (PC) 會影響體驗價值。另外，送餐機器人的有用性 (PU) 及機器人能力 (RC) 對體驗價值感受的影響關係，會受到顧客的個人創新 (CI) 的調節，而再訪意願 (RI) 會受到體驗價值 (EV) 的影響。根據研究發現的結果，本研究建議製造商在設計送餐機器人時可以著重於機器人功能層面的設計，並降低對機器人擬人化設計的追求，藉此提升使用者的使用態度及體驗感受，最後建議餐飲業者未來可以制定出更完善的人機協作服務模式，為消費者提供更好的用餐體驗。Due to labor shortages, the restaurant industry in Taiwan has begun to integrate delivery robots, which now serve customers at the frontline, thereby diversifying the dining experience within restaurants. Previous research has primarily focused on consumers' willingness to use and attitudes toward restaurant delivery robots, with less emphasis on their perceived experiential value. Therefore, this study aims to explore restaurant customers' perceived experiential value concerning delivery robots. Based on the SOR (Stimulus-Organism-Response) theory, this study investigates the impact of the design attributes of delivery robots on restaurant consumers' experiential value and usage attitudes, as well as the influence of usage attitudes and experiential value on the intention to revisit. Additionally, the concept of customer innovativeness is incorporated to examine its moderating effect on experiential value and usage attitudes.This study employs a quantitative research methodology, utilizing convenience sampling. Data was collected through online social platforms (Line, Facebook, Instagram, Dcard) and in-person solicitation by researchers at restaurants and marketplaces with high pedestrian traffic. Individuals who had visited restaurants featuring delivery robots within the past three months were invited to participate in an online survey. A total of 302 valid questionnaires were retrieved and analyzed using partial least squares structural equation modeling (PLS-SEM).The study found that the perceived safety (PS), usefulness (PU), ease of use (PEOU), humanness (PH), and friendliness (PF) of delivery robots influence customers' usage attitudes. Additionally, perceived safety (PS), usefulness (PU), ease of use (PEOU), friendliness (PF), and perceived coolness (PC) impact experiential value. Moreover, the influence of the usefulness (PU) and robot competence (RC) of delivery robots on perceived experiential value is moderated by customers' innovativeness (CI). And the intention to revisit (RI) is affected by experiential value (EV). Based on the research findings, we suggest that manufacturers should focus on the functional aspects of delivery robot design and reduce the emphasis on anthropomorphic features to enhance user attitudes and experiences. Additionally, it is recommended that the food service industry develop more comprehensive human-robot collaboration service models to provide consumers with an improved dining experience.