影響餐飲業使用無線點餐系統之因素－結合計畫行為理論以及知覺風險理論

Factors Influencing Wireless Restaurant System Intention: Combining Theory of Planned Behavior and Perceived Risk Theory

10.6132/JCM.2013.7.1.14

王明杰(Ming-Jue Wang)；孫思源(Szu-Yun Sun)

計畫行為理論 ； 知覺風險 ； 知覺系統服務品質 ； 無線點餐系統 ； Theory of Planned Behavior ； Perceived Risk ； Perceived System Service Quality ； Wireless Restaurant System

商業現代化學刊

7卷1期（2013 / 03 / 01）

277 - 306

繁體中文

在資訊科技領域，最常被用來解釋或預測一個新的資訊系統是否會被接受，並進而使用的三個模式，分別為「理性行動理論」、「科技接受模型」及「計劃行為理論」，也有許多資訊學者認為，在探討使用者是否接受新資訊系統時，「計劃行為理論」思考的角度較為周延，除了使用者本身對採用行為的知覺認知之外，也考慮到採用行為時會受到來自社會壓力的影響，以及本身是否能控制採用新行為的機會與資源而定。此外，本研究主要探討餐飲業使用新資訊科技的影響因素，而餐飲業也是服務業的一個類別。因此，本研究提出一個TPB的延伸模式，該模式除了包含態度、主觀規範、知覺行為控制等TPB之核心因素外，另外加入使用者購買行為的「知覺風險」與資訊系統品質的「知覺系統服務品質」，將其與「計畫行為理論」作一整合分析，探討餐飲業者對於採用無線點餐系統的使用意向。資料收集是以國內的北中南三大城市再加上大陸的上海市等知名餐廳為對象，收集240份有效問卷。資料分析後發現，（1）影響無線點餐系統的採用除了「行為態度」、「主觀規範」、「知覺行為控制」與「使用意向」外，「知覺風險」也會直接影響上述4項因子。（2）「知覺系統服務品質」會直接影響「行為態度」與「知覺行為控制」，進而間接影響無線點餐系統的採用行為。

In the field of science and technology, the most frequently used theory to explain or predict whether a new information system will be accepted are ”Theory of Reasoned Action”, ”Technology Acceptance Model”, and ”Theory of Planned Behavior”. Prior research showed that ”Theory of Planned Behavior” helps to understand how we can change the behavior of people. The TPB is a theory which predicts deliberate behavior, because behavior can be deliberate and planned. TPB is the successor of the similar Theory of Reasoned Action. The succession was the result of the discovery that behavior appears not to be 100% voluntary and under control which resulted in the addition of perceived behavioral control. According to TPB, human action is guided by three kinds of considerations: 1.Behavioral Beliefs, 2.Normative Beliefs, and Control Beliefs. This research combines the ”Theory of Planned Behavior” and the ”Perceived Risk Theory” to study factors which influences wireless restaurant information system. Data were collected from three major cities: Taipei, Taichung, Tainan in Taiwan and Shanghai. The survey measures for the study were derived from previously published studies. The scales measuring the constructs were adapted from prior research. The actual questionnaires used in the survey are presented in appendix. The research findings show that: