情緒類別及等待發生時點對等待時間知覺的影響

The Effect of Affective States and the Delays at Different Phases of a Service Delivery on the Perceived Waiting Time

10.6160/2006.06.07

周逸衡(Jacob Y.H. Jou)；黃毓瑩(Yu-Ying Huang)；陳華寧(Hua-Ning Chen)；楊俊明(Jun-Ming Yang)

情緒類別 ； 等待發生時點 ； 等待時間知覺 ； 實驗室實驗法 ； Affective state ； Delayed stage ； Waiting time perception ； Laboratory expeirment

中山管理評論

14卷2期（2006 / 06 / 01）

487 - 516

繁體中文

等待經常被顧客視作是服務中的負面經驗，因此多數企業無不致力於縮短顧客在服務流程中的真實等待時間，但實際上顧客卻是對其主觀知覺到的等待時間作反應。也因此，瞭解顧客的知覺等待時間對於服務提供者而言更形重要。本研究採用實驗設計法，操弄受試者所處的情緒狀態以及等待發生時點的遠近，探討其與知覺等待時間的關係。此外，本研究亦探討兩個可能的調節變數：個人時間風格與涉入度。結果發現：(1).相較於負面情緒下之等待者，正面情緒下之等待者會有較短的等待時間知覺。(2).等待發生時點距主要服務較遠時，消費者知覺的等待時間較長；相較於等待發生時點較近的情況，等待發生時點較遠時，正向及負向情緒的反應皆較強烈。(3).消費者之時間風格屬質者所知覺到的等待時間知覺較長，時間風格屬量者的正向情緒較強烈。(4).消費者涉入度的不同在等待時間知覺和負向情緒反應上有干擾效果，且呈正向關係。

Waiting, for customers, is usually treated as a negative service experience, and most service providers aim to reduce customer's actual waiting time during service delivery. However, in reality, customers react based on their subjective waiting time perception rather than the actual one. So it is important and beneficial for service providers to understand customer's waiting time perception. This study conducted a laboratory experiment and manipulated two factors: subjects' affective state and different delayed stage during service delivery, and explored their relationships with waiting time perception. We also examined two possible moderators: time style and personal imvlovement. The results revealed several important findings First, comparing with subjects under negative affective state, those under positive affective state have shorter waiting time perception. Second, while the delayed stage is far from the core service, subjects will have longer waiting time perception. Comparing with the delayed stage near the core service, subjects will have stronger affective responses while the delayed stage is far from core service. Third, qualitative-time-styled subjects have longer waiting time perception, and quatatitative-time-styled subjects have stronger positive affect. Finally, subjects' personal involvement has positive moerating effect on the waiting time perception and negative affective responses.

1. Allen, L. G.(1979).The perception of time.Perception and Psychophysics,26(5),340-354.
2. Arkes, H. R.,Blumer, C.(1985).The psychology of sunk cost.Organizational Behavior and Human Decision Process,35(1),124-140.
3. Arora, R.(1993).Consumer involvement in service decisions.Journal of Professional Service Marketing,9(1),49-58.
4. Baker, S.,Cameron, M.(1996).The effects of the service environment on affect and consumer perception of waiting time: An integrative review and research propositions.Journal of the Academy of Marketing Science,24(4),338-349.
5. Berry, L. L.,Parasuraman, A.(1991).Marketing service.
6. Bolts, M. G.(1993).Time estimation and expectancies.Memory and Cognition,21,125-140.
7. Cahoon, D.,Edmonds, E. M.(1980).The watched pot still won‵t boil: Expectancy as a variable in estimating the passage of time.Bulletin of the Psychonomic Society,16,115-116.
8. Chandrashekaran, R.(1994).The differential effects of internal and external reference prices: The moderating role of involvement (Doctoral dissertation, University of New Jersey).Dissertation Abstracts International,55(4),1035.
9. Chebat, J. C.,Claire, G. C.,Filiatrault, P.(1993).Interactive effects of musical and visual cues on time perception: An application to waiting lines in banks.Perceptual and Motor Skills,77,995-1020.
10. Davis, M. M.,Heioeke, S.(1994).Understanding the roles of the customer and the operation for better queoe management.International Journal of Operations & Prod uction Management,14(5),21-34.
11. Dorrande-Moreau, A.,Usonier, S. C.(1999).Time styles and the waiting experience.Journal of Service Research,2(2),173-186.
12. Dube-Rioux, L.,Leelere, F.,Schmitt, B. H.,J. C. Chebat and V. Venkatesan(1991).Time and Consumer Behavior.Montreal:University du Qoebec a Montreal..
13. Dube-Rioux, L.,Schmitt, B. H.,Leclerc, F.,T. K. Sroll(1989).Consumers‵ reactions to waiting: When delays affect the perception of service quality.Advances in Consumer Research.
14. Dube-Rioux, L.,Schmitt, B. H.,Leclere, F.(1991).Consumers‵ affective response to delays at different phases of a service delivery.Journal of Applied Social Psychology,21,810-820.
15. Fraisse, P.(1984).Perception and estimation of time.Annual Review of Psychology,35,1-36.
16. Frankenhauser, M.(1959).Estimation of time
17. Gabbott, M.,Hogg, O.(1999).Consumer involvement in services: A replication and extension.Journal of Business Research,46(2),159-166.
18. Gardner, M. P.(1985).Mood states and consumer behavior: A critical review.Journal of Consumer Research,12(3),281-300.
19. Goldberg, M. E.,Gorn, G. S.(1987).Happy and sad TV programs: How they affect reactions to commercials.Journal of Consumer Research,14,387-403.
20. Gorn, G. S.,Goldberg, M. E.,Basu, K.(1993).Mood, awareness, and product evaluation.Journal of Consumer Psychology,2(3),237-256.
21. hard, C. E.(1977).Human emotions.
22. Haynes, P. S.(1990).Hating to wait: Managing the final service encounter.Journal of Service Marketing,4(4),20-26.
23. Hirchman, E.,S. N. Sheth,E. Hirchman(1987).Theoretical pcrsective of time use: Implications for consumer behavior research.Research in Consumer Behavior,2,55-82.
24. Hornik, J.(1984).Subjective vs. objective time measures: A note on the perception of time in consumer behavior.Journal of Consumer Research,11,615-618.
25. Hornik, S.(1992).Time estimation and orientation mediated by transient mood.Journal of Socio-Economics,21(3),209-227.
26. Hornilc, S.(1982).Situational effects on the consumption of time.Journal of Marketing,46(4),44-45.
27. Hui, M. K.,Thakor, M. V.,Gill, R.(1998).The effect of delay type and service stage on consumers‵ reactions to waiting.Journal of Consumer Research,24(469),479.
28. Hui, M. K.,Tse, D. K.(1996).What to tell consumers in waits of different lengths: An integrative model of service evaluation.Journal of Service Marketing,60(2),81-90.
29. Jacoby, J.,Szybillo, G. J.,Berning, C. K.(1976).Time and consumer behavior: An interdisciplinary overview.Journal of Consumer Research,2,320-339.
30. Jones, P.,Dent, M.(1994).Improving service: Managing response time in hospitality operation.International Journal of Operation & Production Management,14(5),52-58.
31. Katz, K. L.,Larson, B. M.,Larson, R. C.(1991).Prescription for the waiting-in-line blues: Entertain, enlighten, and engage.Sloan Management Review,32(2),44-53.
32. Kellaris, I. J.,Mantel, S. P.,C. Allen,D. R. John(1994).The influence of mood and gender on consumers‵ time perceptions.Advances in Consumer Research
33. Kellaris, J. J.,Kent, R. J.(1992).The influence of music on consumers‵ temporal perceptions: Dose time fly when you‵re having fun?.Journal of Consumer Psychology,1(4),365-376.
34. Kostecki, M.(1996).Waiting lines as a marketing issue.European Management Journal,14(3),295-303.
35. Kuykendall, D.,Keating, J. P.(1990).Mood and persuasion: Evidence for the differential influence of positive and negative states.Psychology & Marketing,7(1),1-9.
36. Laurent, G.,Kapfere, J. N.(1985).Measuring consumer involvement profiles.Journal of Marketing Research,22(2),41-53.
37. Leclerc, F.,Schmitt, B. H.,Dube, L.(1995).Waiting time and decision making: Is time like money?.Journal of Consumer Research,22(1),110-119.
38. Levine, S. R.,Wyer Jr.,R. S.,Schwarz, N.(1994).Are you what you feel? The affective and cognitive determinants of self-judgments.European Journal of Socüsl Psychology,24(1),63-77.
39. Lewin, K.(1943).Defining the field at a given time.Psychological Review,50(3),292-310.
40. Longfellow, T. A.(1989).The impact of involvement on the consumer‵s perception of service quality (Doctoral dissertation, University of Kentucky).Dissertation Abstracts International,51(1),223.
41. Loundon, D. L.,Bitta, A. J. D.(1993).Consumer behavior.
42. Maister, D. H.,I. A. Czepiel, M. Solomon,C. Suprenant(1985).The psychology of waiting lines.The Service Encounter: Managing Employee/Customer Interaction in Service Business,113-123.
43. Marmorstein, H.,Grewal, D.,Fishe, R. P. H.(1992).The value of time spent in price comparison shopping: Survey and experimental evidence.Journal of Consumer Research,19(1),52-61.
44. Miniard, P. W.,Bhatla, S.,Sirdeshmukh, D.(1992).Mood as a determinant of postconsumption product evaluations: Mood effects and their dependency on the affective intensity of the consumption experience.Journal of Consumer Psychology,1(2),52-61.
45. Mowen, I. C.,Mowen, M. M.(1991).Time and outcome valuation: Implications for marketing decision making.Journal of Marketing,55,54-62.
46. Petty, R. E.,Cacioppo, J. T.,Schumann, D.(1983).Central and peripheral routes to advertising effectiveness: The moderating role of involvement.Journal of Consumer Research,10(2),135-146.
47. Priestly, J. B.(1968).Man and time.
48. Prime, N.(1994).Culture, tempts, negociation commerciale: Le cas des representation do temps et de Ia Negociation des delais de livraison dans cinq pays.Doctoral Dissertation.
49. Pruyn, A.,Smidts, A.(1998).Effects of waiting on the satisfaction with the service: Beyond objective time measures.International Journal of Research in Marketing,15,321-334.
50. Schmenner, R. W.(1995).Service operations management.
51. Srull, T. K.,R. P. Bagozzi,A. Tybout(1983).Affect and memory: The impact of affective reactions in advertising on the representation of product information in memory.Advances in Consumer Research,10,520-525.
52. Taylor, S.(1994).Waiting for service: The relationship between delays and evaluation of service.Journal of Marketing,58(4),56-69.
53. Taylor, S.(1995).The effects of filled waiting time and service provider control over the delay on evaluations of service.Journal of the Academy of Marketing Science,23(1),38-48.
54. Thomas, B. A.,Weaver, W. B.(1975).Cognitive processing and time perception.Perception and Psychophysics,27,363-376.
55. Tomkins, S. S.(1978).Script theory: Differential magnification of affects.Nebraska Symposium on Motivation,26,201-236.
56. Troutwine, R.,O'Neal, E. C.(1981).Volition, performance of a boring task, and time estimation.Perceptual and Motor Skills,52,865-866.
57. Usunier, .J. C.,Valette-Florence, P.(1994).Perceptual time patterns time styles: A psychometric scale.Time and Society,3(2),219-41.
58. Usunier, J C.,Valette-Florence, P.(1991).Perceptual time patterns time styles: Preliminary findings.Conference on “Time and Consumer Behavior”,14-15.
59. Vaidyanathan, R.(1993).The relatve influence of multiple internal reference price standards on consumer evaluations of a deal: The influence of moderating variables (Doctoral Dissertation, University of Kentucky).Dissertation Abstracts International,55(7),2055.
60. Zaichkowsky, I. L.(1985).Measuring the involvement construct.Journal of Consumer Research,12,341-352.
61. Zeithami, V. A.,Parasuraman, A.,Berry, L. L.(1995).Problems and strategies in service marketing.Journal of Marketing,49(2),33-46.
62. 王強之(1998)。碩士論文(碩士論文)。輔仁大學應用心理學研究所碩士論文。
63. 李怡菁(1999)。碩士論文(碩士論文)。國立中央大學企業管理研究所碩士論文。
64. 李曜洲(1999)。碩士論文(碩士論文)。國立中央大學企業管理研究所碩士論文。
65. 林祖得(1997)。碩士論文(碩士論文)。國立中央大學企業管理研究所碩士論文。
66. 陳泰佑(2001)。碩士論文(碩士論文)。國立中央大學企業管理研究所碩士論文。

1. 郭芳妤、梁直青(2018)。從認知反應與腦波歷程探究消費者等候決策。中華心理學刊，60(3)，191-215。
2. 韓揚銘、范錚強、邱建達、周至宏(2017)。行動排隊服務對消費者排隊心理影響之研究。電子商務學報，19(2)，205-238。
3. 黃國平、王明坤(2007)。電信新產品服務知覺品質、服務等候、企業形象與知覺價值對消費者行為意向之影響。電子商務學報，9(4)，887-924。
4. 黃國平、王明坤(2011)。電信解除管制後新產品服務知覺品質、服務等候、企業形象與知覺價值對消費者行為意向之影響－台灣三大電信公司服務競爭模型之比較。電子商務學報，13(2)，303-338。
5. 賴文祥、李涵恕(2013)。以「沉浸理論」與「排隊等待結構」探討顧客之「等待時間知覺」。東亞論壇，479，65-84。
6. 廖若吟,梁直青(2022)。你會付費找人排隊嗎？從人格特質、情緒與腦波變化進行探究。觀光休閒學報，28(2)，195-224。
7. 蕭至惠、蔡進發、林健名(2012)。期盼模式與修正型等待觀點下，探討等待發生時點、情緒類別、個人時間風格對等待時間知覺之影響。輔仁管理評論，19(2)，29-58。
8. 蕭至惠、蔡進發、王秀瑤(2010)。個人時間風格與背景音樂影響下等待時間知覺對服務滿意度與服務忠誠度的影響─以中南部四家大型醫院為例。中原企管評論，8(2)，107-130。
9. 蕭至惠、蔡進發、吳思韻(2011)。等待時間資訊、人格特質與服務屬性對消費者等待時間知覺的影響。中原企管評論，9(2)，113-138。
10. 謝玉君、蕭至惠、蔡進發(2010)。排隊隊形與電視節目類型對消費者等待時間知覺的影響。輔仁管理評論，17(1)，55-78。
11. 詹定宇,黃盈綺,張肅婷,洪麗美,王麗芬(2008)。走動式服務對等待品質影響之研究─以醫院等待線為例。弘光學報，54，127-147。
12. 鍾承坤,黃美珠(2020)。以內部行銷觀點探討運動健身俱樂部員工服務導向、主觀幸福感和工作滿意。中華體育季刊，34(2)，99-108。