行動排隊服務對消費者排隊心理影響之研究

The Influences of Mobile Queuing Service on Consumers’Queuing Psychology

過去排隊被消費者視為負面體驗，而現在需要排隊的店家反而被認為是受歡迎的象徵而讓消費者願意排隊。行動排隊服務App 在目前已成為消費者排隊消費的選項，本研究欲探討虛擬排隊如何影響消費者的排隊意願。本研究以時間知覺、從眾心理以及社會比較心理為理論基礎，以實驗研究法探討行動排隊服務如何能降低排隊的負面影響，並相對提供正向的影響。研究結果發現，「排隊方式」則會影響消費者的「時間知覺」進而影響「排隊意願」；「網路口碑」會影響消費者的「排隊意願」，而「排隊資訊」會調節「網路口碑」和「排隊意願」之間的關係；「從眾心理」與「社會比較心理」會影響消費者的「排隊意願」。最後，本研究提供學術上的意涵及實務上的建議。

Queuing is a negative experience for most consumers and reduce their intentionto consume. In real-life, a long waiting line outside a store may also affect consumers’perception, that is a popular one, and increase their consumed intention. As mobile technology mature, mobile queuing services App may be a good alternative to physicalwaiting lines. How does this virtual queuing influence queuing intentions? In addition,how do the influences of the e word-of-mouth and queuing information provided by themobile queuing service App affect on consumers’ conformity (or herding behavior) andqueuing intention? This study attempts to look into the effects of consumers’ conformityand social comparison in waiting lines, and also the consumers’ waiting time perception.Through this laboratory experiment, we hope to find out ways to reduce consumers’negative experiences from waiting, and also provide positive influences. Results revealthat “queuing method” can affect consumers’ “time perception”; and then influence their“queuing intention”. “e word-of-mouth” can also affect consumers’ “queuing intention”;and “queuing information” moderate this relationship; Consumers’ “conformity” and“social comparison” can affect their “queuing intention”. Finally, this study offersimplications and suggestions.