消費者使用行動排隊服務之排隊心理研究－日本料理之實驗室研究

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邱建達(Jian-Ta Chiou) 查詢紙本館藏

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資訊管理學系

論文名稱

消費者使用行動排隊服務之排隊心理研究－日本料理之實驗室研究
(The Influences of Mobile Queuing Service on Consumers’ Queuing Psychology － A Laboratory Experiment on Japanese Restaurants)

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摘要(中)

排隊行為對於大部分消費者是種負面的體驗，而許多企業也想找出解決的辦法；然而，近期學者漸漸發現，當消費者做購買決策時，可能會受到店家外的排隊人數的影響，而選擇排隊人數多的店家。由此看來，排隊行為除了產生負面的影響外，似乎也有正面的影響。而在這個行動網路逐漸成長的環境下，將排隊行為轉移到行動電話上來進行是否是一個好的解決方案？目前所謂的網路口碑、餐廳評價讓使用者產生的從眾心理，是否會受行動排隊系統所提供的真實排隊資訊影響？本研究分析消費者在排隊行為中的從眾心理以及社會比較心理，並且測量消費者在不同排隊方式下的時間知覺。希望透過此研究能降低消費者對於排隊的負面體驗，並且給予目前行動服務一個新的應用。
本研究採取「實驗室研究」並以日本料理為例，實驗樣本共80人。使用 SPSS 來進行分析，以檢驗本研究之模型及相關假說。研究結果發現，消費者的「排隊意願」會受到「時間知覺」、「從眾心理」及「社會比較心理」影響；「排隊方式」則會影響消費者的「時間知覺」；而「網路口碑」會影響消費者的「從眾心理」。

摘要(英)

Queuing is a negative experience for most consumers. Thus, many companies want to find a solution to shorten waiting lines. However, recent researchers found that queuing not only seems to have negative impacts on consumer experience, but a long waiting line outside a store may also affect consumer decision. As mobile technology mature, queuing with smart phones may be a good alternative to physical waiting lines. In addition, the influences of the electronic word-of-mouth and store ratings on consumers’ conformity (or herding behavior) may also be affected by the actual queuing information provided by the mobile queuing service system. This study attempts to look into the effects of consumers’ conformity and social comparison in waiting lines, and also the consumers’ waiting time perception. Through this study, we hope to find out ways to reduce consumers’ negative experiences from waiting, and also propose new applications for smart phones.
This study is a laboratory experiment with 80 subjects. Result reveals that consumers’ “conformity”, “social comparison” and “time perception” can affect their “queuing intention”; “queuing method” can affect consumers’ “time perception”; “electronic word-of-mouth” can also affect consumers’ “conformity”.

關鍵字(中)

★ 時間知覺
★ 社會比較心理
★ 行動服務
★ 從眾心理
★ 排隊心理
★ 等待
★ 網路口碑

關鍵字(英)

★ social comparison
★ herding behavior
★ electronic word-of-mouth
★ mobile services
★ time perception
★ waiting line
★ queuing psychology
★ conformity

論文目次

一、緒論 1
1.1 研究背景 1
1.2 研究動機 4
1.3 研究目的 5
1.4 研究流程 6
二、文獻探討 8
2.1 排隊行為 8
2.2 排隊心理 14
2.3 網路口碑與資訊內容豐富度 21
2.4 時間知覺 26
三、研究方法 30
3.1 研究架構 30
3.2 研究假說 31
3.3 研究設計 33
3.4 研究變數之定義操作化 36
3.5 實驗前測 (Pretest) 40
3.6 實驗預試 (Pilot Test) 42
3.7 正式實驗流程 45
3.8 資料分析工具 46
四、研究分析 47
4.1 樣本基本資料分析 47
4.2 信度與效度檢驗 48
4.3 假說檢定 50
4.4 研究假說檢定結果彙集 55
五、結論與建議 56
5.1 研究發現與結論 56
5.2 管理意涵 59
5.3 研究限制與未來研究建議 60
參考文獻 63
中文部分 63
英文部分 63
網路資料 70
附錄 71
前測問卷 71
實驗系統畫面 72

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中文部分
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網路資料
[1]. http://www.morganstanley.com/institutional/research/index.html
[2]. http://www.find.org.tw/find/home.aspx

指導教授

范錚強(C.K. Farn)

審核日期

2012-7-23

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