臺灣博碩士論文加值系統

顧客參與，係指顧客實際涉入與幫助創造服務價值的行為，並可藉由服務他人或自己，與服務人員共同合作，同時扮演消費者和生產者的角色，不但可以提高組織生產力，也可以改善服務的效率和增加消費意願。餐飲服務業是一種與顧客有高度接觸的行業，其服務程度更因餐飲型態不同而有所不同，較能夠突顯出顧客和服務人員互動關係，需要顧客積極參與，投入服務生產過程之中與員工責任分攤，幫助創造服務價值。從顧客的角度來看，積極投入參與服務過程，對自身可產生正面的影響，如，服務過程中可更有效率、服務結果的有效性、顧客情緒或精神上的愉悅感。
因此，本研究的目的是要探討餐飲消費者的責任分攤認知與消費互動情緒、知覺價值、支付意願之間的關係，並說明餐廳服務型態在顧客參與、責任分攤關係中的調節效果。針對餐廳消費者進行問卷調查，將問卷所得資料主要以階層迴歸分析驗證本研究之假設。
研究結果發現，顧客責任分攤認知與消費互動情緒、知覺價值、支付意願之間呈現正向關係。另外，餐廳服務型態可調節顧客責任分攤認知與消費互動情緒之間的關係。亦即，在高服務互動的餐廳中，顧客責任分攤認知與消費互動情緒之間有較高的正向關係。因此，建議業者應對員工有良好的教育訓練，使員工能夠積極的正向影響顧客的消費體驗，提高顧客責任分攤的行為。

Customer participation is the behavior which customers actually get involved and help create service value. By servicing others or themselves, customers are able to simultaneously play the role of consumer and producer while cooperating with service providers. It will not only improve organizational productivity and service efficiency but also increase consumptive inclination. Food and beverage industry is a domain which frequently contacts with customers. That the way of service hinges on dining type emphasizes the interaction relationship between customers and service providers and needs customers to actively participate in the process of service production to share responsibility and to assist in creating service value. From the perspective of customers, active participation in service process can generate positive influences, for instance, better efficiency for service process, the perceived value, and the pleasure of consumption.
Therefore, the purpose of this study was to investigate the relationship between restaurant customer’s shared responsibility and interactional emotion, perceived value, and willingness to pay. It is also to illustrate the moderating effects of the type of restaurant service in the relation of shared responsibility to consumption outcomes. The survey was administrated in two types of restaurants and the data were mainly tested with hierarchical regression analysis to verify the research hypothesis.
The results of this study indicated that there came a positive relationship between customer’s shared responsibility and service interactional emotion, perceived value, and the willingness to pay. In addition, the type of restaurant service could moderate the relationship between consumers’ shared responsibility and consumptive interactional emotion. Namely, in restaurants with frequent service interaction, there was a stronger positive relation between customer’s shared responsibility and interactional emotion. Finally, this study brought up several theoretical suggestions and managerial implications.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 7
第一節 餐飲服務之型態 7
第二節 顧客參與之責任分攤認知 15
第三節 消費互動情緒 20
第四節 知覺價值 24
第五節 支付意願 28
第六節 責任分攤、情緒、知覺價值與支付意願之間的關係 29
第七節 餐廳服務型態調節 31
第三章 研究方法 33
第一節 研究架構 33
第二節 研究假設 34
第三節 研究變數的操作性定義與衡量 35
第四節 前測信度分析 38
第五節 樣本與資料收集方法 39
第六節 資料分析方法 40
第四章 研究結果 42
第一節 敘述性統計分析 42
第二節 信度與效度分析 45
第三節 研究變數間之相關分析 49
第四節 階層回歸分析 53
第五節 研究假設驗證結果 61
第五章 結論與建議 63
第一節 研究結論 63
第二節 研究建議與貢獻 67
第三節 研究限制與未來研究方向 69
參考文獻 70
附錄一 正試問卷調查表 77

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行政院主計處網址: www.dgbasey.gov.tw
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