這個世代人力資源緊缺，不過好在科技高速發展，許多行業缺工的議題能夠依靠科技解決。其中餐飲業也正逐步導入科技服務，但在缺乏人與人之間情感交流的溫度後，是否還能建立品牌忠誠，進而使消費者有持續購買的意願，便是本研究主要想探討的。

    此外，本研究比較不同自助點餐系統的差異，並參考科技接受模式來設計架構，探討影響消費者持續性消費意願之因素。而本研究採用SPSS 27驗證以下結論之數據：

1. 服務品質對知覺有用有相關影響
2. 服務品質對知覺易用有相關影響
3. 知覺有用對使用態度有相關影響
4. 知覺易用對使用態度有相關影響
5. 使用態度對品牌忠誠有相關影響
6. 品牌忠誠對持續使用意願有相關影響

    In the current era, there is a significant shortage of human resources. Fortunately, the rapid advancement of technology has provided solutions to many industries. The catering industry’s technological services are also gradually getting on track. This study aims to investigate whether, in the absence of emotional interaction that typically characterizes human service, brand loyalty can still be established, thereby influencing consumers’ continued patronage.

    The conceptual framework is based on the TAM model. In addition, the functional differences of SST and the factors affecting consumers' usage attitudes are discussed in this thesis. This thesis utilizes SPSS 27 to verify the following data:

1. Service Quality exerts influence on Perceived Ease Of Use.
2. Perceived Usefulness exerts influence on Attitude Toward Using.
3. Perceived Ease Of Use exerts influence on The Attitude Toward Using.
4. Attitude Toward Using exerts influence on Brand Loyalty.
5. Brand Loyalty exerts influence on Continuous Usage Intention.

致  謝-Ⅰ
摘  要-Ⅱ
目  錄-Ⅲ
表目錄-Ⅳ
圖目錄-Ⅴ
第一章 緒論-01 
第一節 研究背景與動機-01 
第二節 研究目的-06
第三節 研究流程-07
第二章 文獻探討-09
第一節 理論與模型定義-09
第二節 餐飲業源起、定義與概況-17
第三節 自助點餐系統發展-29
第三章 研究方法-33 
第一節 研究架構-33 
第二節 研究假設-35
第三節 操作性定義-40 
第四節 問卷設計-43
第五節 資料分析方法-47
第六節 前測問卷結果-54
第四章 研究結果-61
第一節 敘述統計-61 
第二節 描述性分析-66 
第三節 比較平均數法-70
第四節 相關分析-71 
第五節 信度與效度分析-73
第六節 線性迴歸分析-74
第七節 正式問卷結果-77   
第五章 結論與建議-88 
第一節 研究結論-88 
第二節 研究建議-91
第三節 研究限制-93
參考文獻-94
附錄-104
表2-1 臺灣行業統計分類-20
表2-2 中國國民經濟行業分類-21
表2-3 北美行業分類(NAICS)-22
表2-4 國際標準產業分類(ISIC)- 24
表2-5 餐飲業各項服務(複選)-27
表2-6 自助服務科技定義-29
表2-7 自助點餐系統比較-31
表3-1 TRA理論與TAM模型比較-34
表3-2 服務品質操作性定義-40
表3-3 知覺有用操作性定義-40
表3-4 知覺易用操作性定義-41
表3-5 使用態度操作性定義-41
表3-6 品牌忠誠操作性定義-42
表3-7 持續使用意願操作性定義-42
表3-8 服務品質問卷題項設計-43
表3-9 知覺有用問卷題項設計-44
表3-10 知覺易用問卷題項設計-45
表3-11 使用態度問卷題項設計-45
表3-12 品牌忠誠問卷題項設計-46
表3-13 持續使用意願問卷題項設計-46
表3-14 基本資料敘述分析-54
表3-15 服務品質項目分析-56
表3-16 知覺有用項目分析-57
表3-17 知覺易用項目分析-57
表3-18 使用態度項目分析-58
表3-19 品牌忠誠項目分析-59
表3-20 持續使用意願項目分析-59
表3-21 信度與效度分析-60
表4-1 基本資料敘述分析-62
表4-2 基本資料敘述分析-63
表4-3 基本資料敘述分析-64
表4-4 基本資料敘述分析-65
表4-5 服務品質構面之描述性統計量-66
表4-6 知覺有用構面之描述性統計量-67
表4-7 知覺易用構面之描述性統計量-68
表4-8 使用態度構面之描述性統計量-68
表4-9 品牌忠誠構面之描述性統計量- 69
表4-10 持續使用意願之描述性統計量-70
表4-11 每月可支配所得單因數變異數分析-70
表4-12 持續使用意願事後檢定-71
表4-13 相關分析-72
表4-14 信度與效度分析-73
表4-15 服務品質對知覺有用線性分析-74
表4-16 服務品質對知覺易用線性分析-74
表4-17 知覺有用對使用態度線性分析-75
表4-18 知覺易用對使用態度線性分析-75
表4-19 使用態度對品牌忠誠線性分析-76
表4-20 品牌忠誠對持續使用意願線性分析-76
表4-21 前測題項結果分析-78
表4-22 研究假設一驗證-82
表4-23 研究假設二驗證-82
表4-24 研究假設三驗證-83
表4-25 研究假設四驗證-84
表4-26 研究假設五驗證-85
表4-27 研究假設六驗證-85
表4-28 研究假設總覽-86 
圖1-1 歷年餐館業營業額-02
圖1-2 我國餐飲業之受雇員工人數-03
圖1-3 研究流程圖-08
圖2-1 TRA理論概念框架-10
圖2-2 TRA理論架構-13
圖2-3 TAM理論架構-14
圖3-1研究架構-34
圖4-1 研究架構相關分析-80

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二、中文期刊
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五、英文書籍
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11.	Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler. (2017).“Services Marketing: Integrating Customer Focus Across the Firm”. McGraw-Hill Education, 7th ed, pp. 56-544.

六、網路資訊
1.	Charlotte Nickerson(2023). “Theory Of Reasoned Action (Fishbein And Ajzen, 1975) ”. 2023/06/20. From https://www.simplypsychology.org/theory-of-reasoned-action.html. 
2.	Cheryl(2023)，「問卷調查與多元線性迴歸分析—調整後R平方與假說檢定 (Adjusted R squard and hypothesis testing)」，2024/05/30，取自https://reurl.cc/z1Omg6
3.	Elsa Lee(2020)，「新顯學自助點餐崛起，餐飲業無人化是利、是弊？」，威許移動(WishMobile)，2024/1/19，取自https://reurl.cc/EjbrZv 
4.	中國國家標準化管理委員會(2019)，「統計局關於印發《生活性服務業統計分類（2019）》的通知(2019年第24號)」，國家質量監督檢驗檢疫總局，2024/05/30，取自https://www.mca.gov.cn/images3/www/file/201711/1509495881341.pdf
5.	未來流通研究所(2023)，「【商業數據圖解】2018-2023台灣『餐飲與觀光娛樂業』中短期趨勢回顧展望」，2024/1/19，取自https://reurl.cc/Wx8kMZ 
6.	永析統計諮詢顧問(2017)，「多元線性迴歸分析(Multiple regression analysis)-統計說明與SPSS操作」，2024/05/30，取自https://www.yongxi-stat.com/multiple-regression-analysis/ 
7.	永析統計諮詢顧問(2019)，「收斂效度與區別效度之評估標準」，2024/05/30，取自https://www.yongxi-stat.com/validity/ 
8.	永析統計諮詢顧問(2020)，「量表發展之效度檢驗」，2024/05/30，取自https://www.yongxi-stat.com/scale-develop-validity/ 
9.	李依璇(2023)，「大數據驅動商業策略：從消費者旅程擁抱餐飲產業疫後商機—以餐飲集團為例」，鄉民研究所，2024/05/30，取自https://www.foodnext.net/news/industry/paper/5234893809 
10.	林玉婷(2023)，「疫情帶動台灣餐飲更加科技化！一張圖帶你跟上台灣餐飲數位科技的腳步」，食新聞，2023/06/20，取自https://www.foodnext.net/news/industry/paper/5098835221 
羅凱揚、蘇宇暉(2021)，「您了解建構效度（Constructive Validity）嗎!?」，行銷資料科學，臺灣行銷研究，2024/05/30，取自https://reurl.cc/Ze8RL6