| 摘要: | 數位革命成為一股強大的變革力量，然而大多數的研究討論上亦聚焦於導入數位科技對廠商之優勢和效益，卻少以從消費者視角深入地探討心理感受。因此，本研究首先透過文獻綜整分析針對餐飲業將不同數位科技進行分類，並整理說明這些不同類型數位科技之特性，進而運用消費者深度訪談分析這些科技運用對於消費者接觸時所產生之感受和體驗，欲歸納出消費者在面對各類型餐飲數位科技服務的不同服務情境所產生的可能正反面感受。
研究結果發現在服務前、中，主要優點是省時、便利、舒適自在。在服務後，其主要優點有輕便方便、舒適自在、自主性。再者，個人的心理也產生截然不同的缺點，在服務前，主要缺點分別為:系統介面未優化、缺乏溫度真實感、服務介面制式化、疏遠性。而在服務中的有:缺乏溫度真實感、使用介面不流暢、功能單一化。至於在服務後，強迫不適感、時差性、資料安全疑慮盜刷風險上述三個為主要缺點。最後，本研究貢獻方面，在實務管理意涵上，期望透過這些結果能供業者在導入數位科技於服務流程中之商業價值，以提供餐飲業者在擬定服務創新策略時之參考。
The digital revolution has become a powerful force for change. However, most re-search discussions also focus on the advantages and benefits of introducing digital tech-nology to manufacturers, but rarely discuss psychological feelings from the perspective of consumers.
Therefore, this research first classifies different digital technologies for the catering industry through a comprehensive analysis of the literature, and also organizes and ex-plains the characteristics of these different types of digital technologies, and then uses in-depth interviews with consumers to analyze the feelings of consumers when using these technologies. and experience, in order to summarize the possible positive and negative feelings of consumers in different service situations of various types of catering digital technology services.
The results of the study found that before and during the service, the main ad-vantages were time saving, convenience and comfort. After the service, its main ad-vantages are portability, comfort and autonomy.
Furthermore, personal psychology also produces completely different shortcomings. Before the service, the main shortcomings are : the system interface is not optimized, the lack of temperature reality, the standardization of the service interface, and the alienation. During the service, there are: lack of temperature realism, unsmooth user interface, and single function. As for the after-service, the three main disadvantages are forced discom-fort, jet lag, data security concerns, and theft risk.
Finally, in terms of the contribution of this research, in terms of practical management implications, it is hoped that through these results, the business value of introducing digital technology into the service process can be provided to the catering industry as a reference when formulating service innovation strategies. |
