臺灣博碩士論文加值系統

現代社會資訊快速，人們生活步調加快，因此相較於從前，等待已成為消費者越來越重視的事情。當消費者對產品或服務進行評估時，時間已成為一個重要的考量因素。由於顧客越來越重視等待的問題，迫使企業必須審慎的研究並面對相關問題。在等待者心目中，知覺等待比實際等待更為重要。因此倘若企業無法縮短顧客的實際等待時間，則應由如何縮短顧客的等待知覺部分切入探討。
本研究以情緒類別、等待發生時點中的期盼理論為變項，探討對消費者等待時間知覺造成的影響，並以個人時間風格為干擾變數。研究結果顯示：不同的情緒類別，會造成消費者等待時間知覺的不同，亦即處於負面情緒的等待者將會感受到更久的等待時間知覺。第二，在期盼模式理論的支持下，等待發生時點近的排隊者確實知覺到有更久的等待時間。第三，在等待者面臨等待時，個人時間風格對情緒類別與等待發生時點的交互作用是顯著的，情緒類別將會對屬質時間風格的等待者產生影響；等待發生時點的遠近則會顯著影響屬量時間風格的等待者。最後，本研究在探討三因子變異數分析時，發現情緒類別與等待發生時點並無顯著的交互作用關係，且情緒類別、等待發生時點與個人時間風格之三因子交互效果並不顯著，因此假說未獲得支持。

The modern social information spreads fast. People live with a faster life pace than before. Short waiting time is desirable for all consumers. When a consumer evaluates a product or a service, the length of waiting time is a critical factor. Waiting to be serviced by an enterprise is universal and unavoidable. The fact that consumers care more about the waiting time forces the enterprises to face this problem with caution. What a consumer really cares is the perceived waiting time, not the real waiting time. Thus, a wise enterprise should try to shorten customers’ perceived waiting time.

This research takes the distance of goal state in the mood category as a variable to investigate its influence on the consumers’ perceived waiting time. This research also takes personal time style as a moderator. We arrive at the following conclusions. First, people in a positive mood tend to perceive shorter waiting time than those in a negative mood. Second, under the Anticipatory model, this research proves that proximity to the goal state produces long time estimates than far away from the goal state. Third, when a consumer faces waiting condition, the mood category or distance of goal state has significant moderating effects on the personal time style. Finally, discussing the three-way ANOVA, we find that the mood category, distance of goal state and personal time style do not have interactive effects on one another.

謝誌…………………………………………………………第 I頁
摘要…………………………………………………………第 II頁
表目錄………………………………………………………第IV頁
圖目錄..........................................第 V頁
第一章 研究動機與目的
第一節 研究背景與動機…………..………………..第01頁
第二節 研究目的……………………..……………..第02頁
第三節 研究流程………………………..……….….第03頁
第二章 文獻探討
第一節 等待時間知覺………………………..…..…第04頁
第二節 情緒類別……….………………….………..第10頁
第三節 等待發生時點…………………………………第14頁
第四節 個人時間風格 ……………………………….第17頁
第三章 研究方法
第一節 研究架構………………………………………第21頁
第二節 研究假說……………………………………..第22頁
第三節 研究設計……………………………………..第24頁
第四節 問卷設計……………………………………..第27頁
第五節 正式研究設計…………………………………第31頁
第六節 問卷設計………………………………………第33頁
第七節 資料分析工具…………………………………第34頁
第四章 樣本資料分析
第一節 樣本結構分析…………………………………第35頁
第二節 研究假說分析…………………………………第40頁
第三節 研究結果分析…………………………………第54頁
第五章 結論與建議
第一節 研究結果………………………………………第55頁
第二節 管理意涵………………………………………第58頁
第三節 研究限制………………………………………第59頁
第四節 未來研究方向…………………………………第60頁
附錄 參考文獻…………………………………………第61頁

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