顧客對於餐飲業服務機器人的使用意願：科技接受模型之應用

Exploring customer's intentions to use service robots in the restaurant industry: The application of the technology acceptance model

台灣餐飲業現今正面臨諸多營運挑戰，包含嚴重的人力短缺、基本工資調漲、千禧世代父母對於子女的教養觀念之改變，以及顧客對於食品衛生與安全的關注程度日益增加。為因應上述挑戰，餐飲業持續嘗試導入新興科技解決方案，例如送餐服務機器人。本研究旨在應用科技接受模型以瞭解顧客對於餐飲業服務機器人的使用意願，以期作為餐飲業在導入這些新興科技解決方案之參考依據。本研究人口統計變項結果顯示，顧客對於餐飲業服務機器人的使用意願上，分別以女生、19-25歲、沒有小孩，以及學歷為大學畢業佔比最高。進一步的差異性分析結果顯示，顧客家庭有無小孩在服務機器人使用意願上最具顯著差異，其次是當顧客年齡差距較大時在使用態度上亦具有顯著差異。主要迴歸分析結果顯示，顧客對餐飲業服務機器人之感知易用性對其感知有用性及其使用態度皆具有正向影響。此外，該迴歸分析結果亦顯示顧客對餐飲業服務機器人之感知有用性對其使用態度具有正向影響，以及顧客對餐飲業服務機器人之使用態度對其使用意願亦具有正向影響。餐飲業面對諸多營運困境及人力挑戰，如何能永續經營已是當前重要課題。本研究分析結果顯示，顧客對餐飲業服務機器人在其感知易用性、感知有用性、使用態度及使用意願上皆持正面看法，這顯示服務機器人對於提升服務品質和企業競爭力方面具有潛力。因此，本研究具有重要參考價值，餐飲業可將服務機器人等創新技術納入經營管理策略的一部分，以改善顧客體驗並提升營運效率。

Taiwan's restaurant industry is currently facing significant operational challenges, including severe labor shortages, rising minimum wages, shifting parental values among millennials, and increasing consumer concerns about food hygiene and safety. To address these challenges, the industry is actively exploring the adoption of emerging technological solutions, such as service robots for food delivery. This study applies the Technology Acceptance Model (TAM) to examine customers' willingness to use service robots in the restaurant sector, aiming to provide practical insights for the industry’s implementation of such technologies. The demographic analysis indicates that customers with the highest willingness to use service robots are predominantly female, aged 19-25, without children, and hold a university degree. Further variance analysis reveals that the presence of children in a household significantly influences customers' willingness to adopt service robots, while age differences also yield notable variations in customer attitudes toward robot usage. The primary regression analysis demonstrates that customers' perceived ease of use of service robots positively affects both their perceived usefulness and attitudes toward use. Additionally, perceived usefulness positively influences customers' attitudes, which in turn have a direct impact on their willingness to use service robots. Given the ongoing operational difficulties and labor shortages faced by the restaurant industry, achieving sustainable operations has become a critical priority. The findings of this study suggest that customers hold generally positive views regarding the ease of use, usefulness, attitudes, and willingness to use service robots in restaurants. These insights highlight the potential for service robots to enhance service quality and business competitiveness. Therefore, this study provides valuable implications for restaurant operators considering the integration of innovative technologies, such as service robots, as part of their management and business strategies to improve customer experiences and operational efficiency.