餐廳AI社交臨場感與服務價值關連之研究

A Study on The Relationship between AI Social Presence and Service Value of Restaurant

隨著生成式AI科技應用的到來，民眾對於AI服務機器人的接受程度也日益提高，但此也導致他們面臨AI機器人提供服務體驗時，可能產生不自覺的心理緊張與不適。因此，本研究以社交臨場感及服務價值等理論為基礎建立理論架構與假說，認為當民眾知覺AI服務機器人在日常活動周圍出現是理所當然存在時，即能緩解緊張與增強服務體驗，進而提升消費者對於餐廳AI服務機器人的功能價值和社交價值認知，以及未來餐廳光臨之意願。本文總共蒐集到208份的有效樣本支持以下假說：消費者對於社交互動需求及餐廳AI機器人的服務臨場感有高度存在感知時，可促使機器人在服務場域被理解接受而非誤解排斥，被賦能協同而非取代真人，從而提高機器人在餐廳服務的功能價值和社交價值，進而提升消費者的餐廳光臨意願。

With the widespread adoption of generative AI technologies, public acceptance of AIpowered service robots has gradually increased. However, this phenomenon also raises unintended psychological tension and discomfort among consumers during interactions with AI-driven services. Thus, this study develops a theoretical framework grounded in theories of social presence and service value. It hypothesizes that when consumers perceive the presence of AI service robots as natural and reasonable, their anxiety will diminish, enhancing their overall service experience. Consequently, consumers' perceptions of both functional and social values provided by restaurant AI service robots will improve, ultimately increasing their intention to revisit restaurants equipped with such AI service robots. Based on 208 valid samples collected, the findings support the following hypothesis: When consumers experience high levels of perceived social interaction needs and strong social presence from restaurant AI service robots, these robots are more likely to be accepted rather than misunderstood or rejected. Specifically, AI robots are perceived as empowering and collaborative tools rather than replacements for human workers, thereby enhancing both the functional and social values of robot-mediated restaurant services and increasing consumers' intentions to revisit the restaurant.