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研究生:陳宇洹
研究生(外文):CHEN,YU-HUAN
論文名稱:無接觸服務下的真實性知覺對體驗價值與顧客滿意度之影響
論文名稱(外文):The Impact of Perceived Authenticity in Contactless Services on Experiential Value and Customer Satisfaction
指導教授:蔡佳靜蔡佳靜引用關係
指導教授(外文):TSAI,CHIA-CHING
口試委員:潘立芸郭素蕙
口試委員(外文):PAN,LI-YUNGUO,SU-HUI
口試日期:2023-05-31
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2023
畢業學年度:111
語文別:中文
論文頁數:60
中文關鍵詞:無接觸服務服務接觸真實性知覺體驗價值顧客滿意度
外文關鍵詞:contactless servicesservice contactperceived authenticityexperiential valuecustomer satisfaction
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新型冠狀肺炎的疫情從 2019 年在世界各地蔓延,疫情導致全球經濟受到重創。由於疫情對餐飲業造成了巨大的影響,到餐廳用餐消費次數的減少直接導致了餐飲業的營收大幅下滑,進而導致許多企業倒閉、裁員或停工。為了因應疫情的影響,許多餐飲業者開始採用無接觸服務,提供外帶或宅配服務,以減少人與人之間的直接接觸與傳染風險。這些無接觸服務的興起,不僅提供消費者更多選擇以及便利,同時也讓餐飲業者能夠在疫情下維持生計,是一種對抗疫情的重要方式與商機。

本研究旨在探討無接觸服務下,服務接觸對真實性知覺與體驗價值之影響,以藏壽司為例進行研究。本研究以問卷調查法為主要研究方法,針對至藏壽司用餐的消費者為研究樣本,來進行調查。共計收集有效樣本318份。使用SPSS與AMOS套裝軟體分析。研究結果顯示:(1)服務人員表現與真實性知覺有顯著的正向影響;(2)與其他顧客的良性互動與真實性知覺有顯著的正向影響;(3)真實性知覺與體驗價值有顯著的正向影響;(4)體驗價值與顧客滿意度有顯著的正向影響。
The outbreak of COVID-19 in 2019 spread around the world and had a devastating impact on the global economy. Due to the significant impact of the pandemic on the restaurant industry, the reduction in dining-in consumption directly led to a significant decline in revenue, resulting in many companies going bankrupt, laying off employees, or suspending operations. To cope with the impact of the pandemic, many restaurant operators began to adopt contactless services, providing take-out or home delivery services to reduce direct contact between people and the risk of transmission. The rise of these contactless services not only provides consumers with more choices and convenience but also enables restaurant operators to maintain their livelihoods during the pandemic. It is an important way and business opportunity to fight against the pandemic.
This study aims to explore the impact of service contact on perceived authenticity and experiential value in contactless services, using the example of Kura Sushi. The main research method of this study is a questionnaire survey, targeting consumers who dine at Tsukiji Sushi as the research sample. A total of 318 valid samples were collected and analyzed using the SPSS and AMOS software packages. The results of the study showed that: (1) the performance of service personnel has a significant positive impact on perceived authenticity; (2) benign interactions with other customers have a significant positive impact on perceived authenticity; (3) perceived authenticity has a significant positive impact on experiential value; and (4) experiential value has a significant positive impact on customer satisfaction.

摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 v
圖目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 無接觸服務 5
第二節 服務接觸 8
第三節 真實性知覺 11
第四節 體驗價值 13
第五節 顧客滿意度 16
第三章 研究方法 17
第一節 研究架構 17
第二節 研究對象 18
第三節 問卷設計 19
第四章 研究結果 23
第一節 樣本人口特性分析 23
第二節 信度分析 25
第三節 驗證性因素分析 28
第四節 相關分析 32
第五節 路徑分析 33
第六節 假設驗證 34
第五章 研究結論與建議 35
第二節 實務建議 37
第三節 研究限制與未來研究建議 39
參考文獻 40
附錄 49

表目錄
表 1 本研究問卷設計 20
表 2 本研究問卷設計(續) 21
表 3 本研究問卷設計(續) 22
表 4 樣本描述統計項目分析 24
表 5 樣本描述統計項目分析(續) 25
表 6 信度分析 25
表 7 信度分析(續) 26
表 8 信度分析(續) 27
表 9 因素負荷量係數表格 29
表 10 因素負荷量係數表格(續) 30
表 11 PERSON相關 32
表 12 路徑分析報表 34
表 13 研究假設結果 34

圖目錄
圖 1 研究流程圖 4
圖 2 研究架構圖 17
圖 3 結構方程式模型圖 28
圖 4 路徑分析圖 33
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