| 摘要: | 臺灣餐飲業積極採用創新服務滿足消費者的偏好，消費者的 偏好影響服務創新的發展，服務主導邏輯理論強調服務傳遞過程 中，消費者與服務提供者共同生產，需要消費者的參與，現今許多 餐飲服務創新需要消費者的投入。本研究運用服務主導邏輯理論 為基礎，目的為探討消費者對餐飲業所採用服務創新的偏好，並根 據服務創新的類型，集群分析消費者不同的消費集群，並探討不同 集群其人口統計與餐廳消費型態之差異性。針對臺灣消費者進行 調查，以電子問卷採取便利抽樣，共回收 518 份有效問卷。研究發 現最偏好的服務為客製化服務、採行防疫衛生措施、餐廳提供餐飲 訂位系統，消費者偏好度最低為餐飲訂閱制、智能取餐櫃和智慧餐 飲販賣機。服務創新因素分析為六個因素:創新餐飲、科技點餐、 智能美食、綠色餐飲、居家料理、智能機器。消費者最偏好的因素 為綠色餐飲及創新餐飲，消費者偏好度最低的因素為智能機器。三 個集群分別命名為創新中立者、創新愛好者和傳統消費者，在年 齡、職業、每月個人平均可支配於餐飲的金額、每月外帶餐點頻率 有顯著差異。本研究以消費者角度瞭解對服務創新的偏好，幫助餐 飲界更佳瞭解消費者對服務創新偏好，也提供相關學術探討與實 務建議。
The food and beverage industry in Taiwan actively adopts innovative services to meet consumer preferences. Consumer preferences influence the development of service innovation, and the Service Dominant Logic theory emphasizes the co-creation of services by consumers and service providers in the service delivery process, requiring consumer involvement. Many current innovations in the food and beverage industry require consumer input. This study, based on the Service Dominant Logic theory, explored consumers' preferences for the service innovations adopted by the food and beverage industry. Based on the types of service innovation, the study conducted cluster analysis to identify different consumer clusters and to explore the demographic and restaurant consumption pattern differences among these clusters. A survey targeting Taiwanese consumers was conducted using an electronic questionnaire through convenient sampling, resulting in 518 valid responses.
The research findings indicated that the most preferred services are customized services, implementation of epidemic prevention and hygiene measures, and restaurants providing dining reservation systems. The least preferred services by consumers are subscription-based dining, smart meal pick-up cabinets, and intelligent vending machines for food and beverages. The analysis of service innovation factors included six factors: innovative dining, technology-assisted ordering, intelligent cuisine, green dining, home
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cooking, and smart robots. Consumers showed the highest preference for green dining and innovative dining, while the least preferred factor is smart robots. Three clusters are named as follows: innovation neutrals, innovation enthusiasts, and traditional consumers. Significant differences were observed in age, occupation, monthly disposable expenditures for dining, and monthly frequency of takeout among these clusters. This study provided insights from the consumer perspective into preferences for service innovation, assisting the food and beverage industry in better understanding consumer preferences for service innovation. It also contributed to relevant academic discussions and provided practical implications. |
