以科技接受模式，探討消費者對日式迴轉壽司店之科技接受度

Factors Influencing Customers’Technology Acceptance in a Kaiten Sushi Store

近年來因數位科技的進步加上疫情的影響，餐飲業快速朝向數位化服務的方向邁進，在這波餐飲服務數位化的潮流中，瞭解消費者對新科技的接受度對餐飲業者來說是一項至關重要的議題。本研究以日式連鎖壽司店壽司郎為研究對象，探討消費者對壽司郎引進的多項科技服務工具的接受程度，包括：APP預約訂位、自助平板點餐系統、自動送餐軌道、及晶片壽司迴轉鏈等，本研究以科技接受模式為理論基礎，探討消費者對這些新服務科技之知覺有用性及知覺易用性，以及他們對消費者的使用態度及使用行為意向的影響。研究結果顯示，知覺有用性中的晶片壽司迴轉鏈、平板點餐及自動送餐軌道對消費者態度具顯著性影響，進而影響消費者對使用這些新服務科技的意願；其中晶片壽司迴轉鏈有用性的影響程度較平板點餐及自動送餐軌道來得大，而APP預約訂位對態度的影響則不顯著。此外，知覺易用性亦會顯著影響消費者對餐飲科技的態度，進而影響其使用意願。

With the advancement of technology and impacts of COVID-19 pandemic, a growing number of restaurants have started to implement new technology into their service operation. The study intended to use Sushiro, a Japanese sushi chain, as the study subject to investigate customers’perception toward new service technology implemented in the Japanese sushi chain restaurants. An integrated model was proposed based on the Technology Acceptance Model (TAM) to explore factors influencing customers’intention to use the new digital devices. An online questionnaire survey was used and a total of 254 usable questionnaire were collected. The study findings revealed that customers’perceived usefulness and perceived ease of use significantly influence customers’attitude toward the new technology. The IC chip system is the most influential factor, while the mobile APP reservation system revealed no significant impact on attitude. The implications and practical recommendations are also discussed in the study to enhance customers acceptance toward new service technology used in restaurant operations.