從認知反應與腦波歷程探究消費者等候決策

Decision on Queue-A Study of Cognitive and Brainwave Responses

排隊現象不僅是司空見慣的消費行為，其伴隨的管理效益也不斷被服務供應商所關注，如何讓消費者動身加入或停留在服務佇列中成為一項有趣的管理議題。腦波是人類面對問題時的大腦直接反應，若能觀察腦波變化與決策之間的關係，應該可以幫助學者與業者瞭解排隊對於消費者的刺激影響。據此，本研究以情境模擬實驗搭配腦波技術，觀測提供「等候時間」與提供「等候資訊」的排隊現象於消費者等候決策歷程的變化。本研究並針對上述兩種現象對消費者等候意願進行問卷比較。問卷結果發現給予消費者等候時間資訊可以正向激勵消費者繼續加入等候。此外，本研究針對提供等候時間和提供等候資訊來進行腦波分析比較，在統計檢定上也呈現出顯著差異。

Queuing phenomena are common in service industries. For a service company, the willingness of customers to queue for a service implies the potential revenue. However, how to retain waiting customers or increase customer willingness to queue is an unanswered question. Generally, front desk clerks provide customers with information about the waiting time to help customers decide whether to queue. A clerk can provide the pure situation of waiting or the waiting time to customers. The pure situation of waiting is just related to the fact of queue, but not the waiting time. Brainwaves caused by a stimulus are a vital signal because they can represent customer response to the information of queue. Restated, brainwave changes reflect the different responses between the information of waiting time and information of pure waiting situation. Therefore, this study performed a brainwave experiment to compare between the information of waiting time and pure waiting situation. This study also surveyed customers to find their willingness to queue. The analytical results show that of providing information of waiting time is more useful than provide information of pure waiting situation. From the analysis of brainwave patterns, we can see the differences between the stimuli of pure waiting situation and waiting time statistically.