當餐廳遇上手機──Marketing or Reciprocell？

When Restaurant Met Smartphone－Marketing or Reciprocell?

本研究主要目的在瞭解消費者在餐廳用餐時的手機使用行為、餐廳業者對智慧型手機在餐廳經營上的看法、及瞭解智慧型手機對餐廳業者在餐廳經營績效的影響。本研究採用深度訪談法、焦點團體訪談法、觀察法與實驗設計法，來瞭解餐廳在行銷經營管理層面與用餐禮儀間如何取得平衡點。在複合式簡餐餐廳中進行為期兩個月的深入訪談與焦點團體訪談後，分析出主要的變項來當成後續六個月的實驗設計的實驗操弄，並蒐集實證資料與分析。本研究果發現消費者在餐廳使用手機的情形的確已造成困擾，手機的使用已造成人際關係的疏離；餐廳業者則認為手機的行銷方式確實提高了餐廳的經營績效，但也都被迫必須學習如何在服務與餐桌維護的程序當中考量手機的問題。餐廳限制手機的使用，並不會降低消費者的消費意願，更是讓人更加反省手機使用所帶來的影響，因而建立良好的用餐環境。

This study focuses on understanding the consumer behaviors in terms of using the smartphone during dining in the restaurant. In addition, the purposes of this study are to realize the restauranteurs' point of view of smartphone in the restaurant business, and the study examined the impacts of smartphones on the restaurant performances. The depth interviews, focus groups interviews, observation, and experiments were used to collect qualitative data in combinative restaurant in two months. Based on the results of interviews, the experiment was conducted by manipulating the extracted variables in three months. The results found that the smartphones impact significantly on customer dining behaviors and restaurant performance. Although the smartphones did increase the restaurant business performances, they have changed the interpersonal relationships to be alienated. Both dining etiquette and marketing issues were found impact on the restaurant performance simultaneously. The prohibition of using smartphone in restaurants won't decrease the purchase intentions. The implications of this study can aid restaurateurs to increase performance in terms of restaurant management.