本研究將服務管道區分為自助服務機台與專人服務，以此探討自助服務機台如何影響消費者對於低價產品的偏好行為，並研究當消費者有同伴偕同一起消費及刻板印象的種類與刻板印象一致與否會如何影響其對於低價產品的偏好。本研究採用實驗設計法，透過三個實驗來驗證假設。實驗一檢驗自助服務機台對消費者偏好低價產品的影響，引導受測者想像初次到新開的餐廳用餐，探討自助服務機台是否會影響消費者對於低價產品的偏好行為，再進一步討論其背後的序列中介機制。實驗二檢驗同伴偕同與否對於消費者偏好低價產品的影響。實驗三檢驗刻板印象的種類與刻板印象的一致與否對於消費者偏好低價產品的影響。

本研究之實驗結果顯示，相較於面對專人服務的消費者，使用自助服務機台的消費者對於低價產品會有更高的偏好，背後的原因是因為消費者會對自助服務機台產生較高的節省成本感知與價格敏感度。然而，消費者與同伴偕同一起消費會影響消費者對於低價產品的偏好，不論消費者的同伴為不熟的朋友還是好朋友，相較於單獨消費的消費者，有同伴陪同一起消費的消費者在使用自助服務機台或面對專人服務的低價產品偏好沒有顯著差異。此外，刻板印象的種類與刻板印象的一致與否也會影響消費者對於低價產品的偏好行為，當消費者對於自助服務機台的刻板印象為節省花費時，其在接觸與原先刻板印象不一致的資訊後，會改變原本的行為，進而削弱自助服務機台對消費者偏好低價產品的影響；有趣的是，當消費者對於自助服務機台的刻板印象為節省時間時，不論是接觸與原先刻板印象一致或不一致的資訊，皆會消除自助服務機台對消費者偏好低價產品的影響。最後，希望本研究的實驗結果能讓學術界與實務界對於消費者的購買行為有更深入的了解。

This research proposes that, compared with facing service personnels, using self-service machines by oneself enhance a consumer's preferences for low-priced products because the consumer feels that he/she can save his/her cost and become price sensitive. Companion shopping, different stereotypes and stereotype congruency are examined as boundary conditions. Three experiments are conducted to test the hypotheses. Study 1 examines the impact on consumer preference for low-priced products. Study 1 also tests the perceived cost saving and price sensitivity as the sequential underlying mechanisms. Study 2 examines the moderating effect of companion shopping. Study 3 examines stereotype type as the moderator and two major stereotypes including cost-saving and time-saving are considered.

The experimental results indicate that consumers who use self-service machines prefer lower-priced products than those who face service personnels. Perceived cost saving and price sensitivity are found as the underlying mechanisms to explain why consumers using self-service machines prefer lower-priced products (vs. facing a service personnel). When consumers use self-service machines with a companion (i.e., a friend), their preferences on lower-priced products are reduced. In addition, the effects of self-service machines on consumer preference for lower-priced products are affected by consumer's stereotypes about self-service technology. When consumers are given with counter-stereotypical information that self-service machines may not help consumers reduce their cost, their preference for lower-priced products are also eliminated. More interestingly, when consumer's stereotypes are related to time saving, exposure to either stereotypical or counter-stereotypical information does not cause any difference in consumer preferences for low-priced products. The current research provides important marketing implications regarding how to avoid consumer preferences for low-priced products.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
第壹章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 2
第四節 研究目的與研究問題 4
第五節 研究架構與研究流程 4
第貳章 文獻探討 6
第一節 前言 6
第二節 服務管道 6
第三節 消費者對低價產品的偏好行為 14
第四節 節省成本感知 15
第五節 價格敏感度 16
第六節 同伴偕同與否 19
第七節 刻板印象的種類 22
第八節 刻板印象一致與否 23
第九節 小結 24
第參章 研究設計與方法 25
第一節 前言 25
第二節 研究假設與架構 25
第三節 實驗設計與方法 31
第四節 小結 32
第肆章 實驗一設計與分析 33
第一節 前言 33
第二節 研究變數的操作型定義及衡量 33
第三節 研究設計 37
第四節 實驗一結果分析 37
第五節 小結 42
第伍章 實驗二設計與分析 43
第一節 前言 43
第二節 研究變數的操作型定義及衡量 43
第三節 研究設計 47
第四節 實驗二結果分析 48
第五節 小結 52
第陸章 實驗三設計與分析 53
第一節 前言 53
第二節 研究變數的操作型定義及衡量 53
第三節 研究設計 60
第四節 實驗三結果分析 61
第五節 小結 68
第柒章 結論與建議 69
第一節 前言 69
第二節 研究結果討論 69
第三節 研究貢獻 71
第四節 研究限制 74
第五節 未來研究與建議 74
第六節 總結 77
參考文獻 78

附錄一 實驗一問卷1 (自助服務機台版本) 87
附錄一 實驗一問卷2 (專人服務版本) 91
附錄二 實驗二問卷1 ( 好朋友X自助服務機台版本 ) 95
附錄二 實驗二問卷2 ( 好朋友X專人服務版本 ) 98
附錄二 實驗二問卷3 ( 一般朋友X自助服務機台版本 ) 101
附錄二 實驗二問卷4 ( 一般朋友X專人服務版本 ) 104
附錄二 實驗二問卷5 ( 單人X自助服務機台版本 ) 107
附錄二 實驗二問卷6 ( 單人X專人服務版本 ) 110
附錄三 實驗三問卷1 ( 與花費的刻板印象一致X自助服務機台版本 ) 113
附錄三 實驗三問卷2 ( 與花費的刻板印象一致X專人服務版本 ) 118
附錄三 實驗三問卷3 ( 與花費的刻板印象不一致X自助服務機台版本 ) 123
附錄三 實驗三問卷4 ( 與花費的刻板印象不一致X專人服務版本 ) 128
附錄三 實驗三問卷5 (與時間的刻板印象一致X自助服務機台版本 ) 133
附錄三 實驗三問卷6 ( 與時間的刻板印象一致X 專人服務版本 ) 138
附錄三 實驗三問卷7 ( 與時間的刻板印象不一致X自助服務機台版本 ) 143
附錄三 實驗三問卷8 ( 與時間的刻板印象不一致X專人服務版本 ) 148

Argo, J. J., Dahl, D. W., & Manchanda, R. V. (2005). The influence of a mere social presence in a retail context. Journal of Consumer Research, 32(2), 207-212.
Barker, R. L. (2003). The social work dictionary. Washington, DC: National Association of Social Workers.
Bauer, B. C., Johnson, C. D., & Singh, N. (2018). Place–brand stereotypes: does stereotype-consistent messaging matter? Journal of Product and Brand Management, 27(7), 754-767.
Bearden, W. O., & Rose, R. L. (1990). Attention to social comparison information: An individual difference factor affecting consumer conformity. Journal of Consumer Research, 16(4), 461-471.
Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of Marketing, 67(1), 14-28.
Bitner M. J., Brown S. W., & Meuter M. L. (2000).Technology infusion in service encounters. Journal of the Academy of Marketing Science, 28(1), 138-149.
Bitner, M. J., Ostrom, A. L., & Meuter, M. L. (2002). Implementing successful self-service technologies. Academy of Management Perspectives, 16(4), 96-108.
Bornemann, T., & Homburg, C. (2011). Psychological distance and the dual role of price. Journal of Consumer Research, 38(3), 490-504.
Brough, A. R., Wilkie, J. E., Ma, J., Isaac, M. S., & Gal, D. (2016). Is eco-friendly unmanly? The green-feminine stereotype and its effect on sustainable consumption. Journal of Consumer Research, 43(4), 567-582.
Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27.
Chebat, J. C., & Slusarczyk, W. (2005). How emotions mediate the effects of perceived justice on loyalty in service recovery situations: An empirical study. Journal of business research, 58(5), 664-673.
Chellappa, R. K. (2008). Consumers’ trust in electronic commerce transactions: The role of perceived privacy and perceived security. Atlanta, University of Emory. PhD Thesis, available at:
https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=7e2fbad4fa4877ea3fd8d197950e335d59ebeedf (assessed on July 12, 2023)
Choi, W. J., Sun, H., Liu, Y., & Chen, H. (2020). Guess who buys cheap? The effect of consumers’ goal orientation on product preference. Journal of Consumer Psychology, 30(3), 506-514.
Chu, C. W., & Lu, H. P. (2007). Factors influencing online music purchase intention in Taiwan: An empirical study based on the value-intention framework. Internet Research, 17(2), 139-155.
Collier, J. E., & Kimes, S. E. (2013). Only if it is convenient: Understanding how convenience influences self-service technology evaluation. Journal of Service Research, 16(1), 39-51.
Curran, J. M., & Meuter, M. L. (2005). Self‐service technology adoption: Comparing three technologies. Journal of Services Marketing, 19(2), 103-113.
Ding, X., Verma, R., & Iqbal, Z. (2007). Self‐service technology and online financial service choice. International Journal of Service Industry Management, 18(3), 246-268.
Erdem, T., Swait, J., & Louviere, J. (2002). The impact of brand credibility on consumer price sensitivity. International Journal of Research in Marketing, 19(1), 1-19.
Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7(2), 117-140.
Gainer, B. (1995). Ritual and relationships: Interpersonal influences on shared consumption. Journal of Business Research, 32(3), 253-260.
Galdolage, B. S. (2022). Are you a trend setter or a straggler? Social drivers and customer shift toward co-creating value with self-service technologies. International Journal of Emerging Markets, https://doi.org/10.1108/IJOEM-01-2022-0078
Gelderman, C. J., Ghijsen, W. T., & Van Diemen, R. (2011). Choosing self-service technologies or interpersonal services—The impact of situational factors and technology-related attitudes. Journal of Retailing and Consumer Services, 18(5), 414-421.
Goff, B. G., Boles, J. S., Bellenger, D. N., & Stojack, C. (1997). The influence of salesperson selling behaviors on customer satisfaction with products. Journal of Retailing, 73(2), 171-183.
Goldsmith, R. E., Flynn, L. R., & Goldsmith, E. B. (2003). Innovative consumers and market mavens. Journal of Marketing Theory and Practice, 11(4), 54-65.
Gong, T., Wang, C. Y., & Lee, K. (2022). Effects of characteristics of in-store retail technology on customer citizenship behavior. Journal of Retailing and Consumer Services, 65(1), 102488.
Gorn, G. J., Jiang, Y., & Johar, G. V. (2008). Babyfaces, trait inferences, and company evaluations in a public relations crisis. Journal of Consumer Research, 35(1), 36-49.
Guenzi, P., & Georges, L. (2010). Interpersonal trust in commercial relationships: Antecedents and consequences of customer trust in the salesperson. European Journal of Marketing, 44(1/2), 114-138.
Gültekin, B., & Veuphuteh, F. M. (2023). Price sensitivity, perceived food quality, and intention to purchase fast food in the context of health-consciousness of university students. Journal of Society Research, 20(52), 317-334.
Gures, N., Inan, H., & Arslan, S. (2018). Assessing the self-service technology usage of Y-Generation in airline services. Journal of Air Transport Management, 71(C), 215-219.
Hart, P. M., & Dale, R. (2014). With or without you: The positive and negative influence of retail companions. Journal of Retailing and Consumer Services, 21(5), 780-787.
Heung, V. C., & Gu, T. (2012). Influence of restaurant atmospherics on patron satisfaction and behavioral intentions. International Journal of Hospitality Management, 31(4), 1167-1177.
Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280–1300.
Howard, M., & Worboys, C. (2003). Self‐service–a contradiction in terms or customer‐led choice? Journal of Consumer Behaviour, 2(4), 382-392.
Hyman, D. (1990). The hierarchy of consumer participation: Knowledge and proficiency in telecommunications decision making. Journal of Consumer Affairs, 24(1), 1-23.
Jia, L., Yang, X., & Jiang, Y. (2022). The pet exposure effect: Exploring the differential impact of dogs versus cats on consumer mindsets. Journal of Marketing, 86(5), 42-57.
Kasavana, M. L. (2008). The convergence of self-service technology. Hospitality Upgrade, 122-128.
Kelley, S. W., Donnelly Jr, J. H., & Skinner, S. J. (1990). Customer participation in service production and delivery. Journal of Retailing, 66(3), 315-335.
Kim, A., & Sung, Y. (2021). My privacy and control matter: Understanding motivations for using contact services. Cyberpsychology, Behavior, and Social Networking, 24(6), 426-431.
Kim, M., Kim, Y., & Lee, G. (2023). Effect of situational factors (control, convenience, time pressure, and order complexity) on customers’ self-service technology choices. Journal of Hospitality Marketing & Management, 32(5), 649-669.
Kim, M., & Qu, H. (2014). Travelers’ behavioral intention toward hotel self-service kiosks usage. International Journal of Contemporary Hospitality Management, 26(2), 225-245.
Köhler, S., & Rexha, L.(2022). Touch or talk: What motivates consumers to choose self-service kiosks or interpersonal services when ordering fast-food? University of Lund. PhD Thesis,
https://lup.lub.lu.se/luur/download?func=downloadFile&recordOId=9089593&fileOId=9089605 (assessed on July 12, 2023)
Lalwani, A. K., & Shavitt, S. (2013). You get what you pay for? Self-construal influences price-quality judgments. Journal of Consumer Research, 40(2), 255-267.
Lee, H. J., Fairhurst, A. E., & Lee, M. Y. (2009). The importance of self‐service kiosks in developing consumers’ retail patronage intentions. Managing Service Quality: An International Journal, 19(6), 687-701.
Lee, S. R., Baumgartner, H., & Pieters, R. (2011). Are you really paying what you wish? Interpersonal influences on price decisions. In Advances in Consumer Research, Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, 540-541. Duluth, MN: Association for Consumer Research.
Liljander, V., Gillberg, F., Gummerus, J., & Van Riel, A. (2006). Technology readiness and the evaluation and adoption of self-service technologies. Journal of Retailing and Consumer Services, 13(3), 177-191.
Lin, T. C., Hsu, J. S. C., & Chen, H. C. (2013). Customer willingness to pay for online music: The role of free mentality. Journal of Electronic Commerce Research, 14(4), 315-333.
Liu, F., Zhao, X., Chau, P. Y., & Tang, Q. (2015). Roles of perceived value and individual differences in the acceptance of mobile coupon applications. Internet Research, 25(3), 471-495.
Luo, X. (2005). How does shopping with others influence impulsive purchasing? Journal of Consumer Psychology, 15(4), 288-294.
Lynch, J., & Ariely, D. (2000). Electronic shopping for wine: how search costs for information on price, quality, and store comparison affect consumer price sensitivity, satisfaction with merchandise, and retention. Marketing Science, 19(1), 1-54.
Maeng, A., Tanner, R. J., & Soman, D. (2013). Conservative when crowded: Social crowding and consumer choice. Journal of Marketing Research, 50(6), 739-752.
Marzocchi, G. L., & Zammit, A. (2006). Self-scanning technologies in retail: Determinants of adoption. The Service Industries Journal, 26(6), 651-669.
Merrilees, B., & Miller, D. (2019). Companion shopping: The influence on mall brand experiences. Marketing Intelligence & Planning, 37(4), 465-478.
Meuter, M. L., & Bitner, M. J. (1998). Self-service technologies: Extending service frameworks and identifying issues for research. AMA Winter Educators’ Conference Proceedings, 12-19. Chicago, IL: American Marketing Association.
Midgley, D. F. (1983). Patterns of interpersonal information seeking for the purchase of a symbolic product. Journal of Marketing Research, 20(1), 74-83.
Monroe, K.B., (1973). Buyers’ subjective perceptions of price. Journal of Marketing Research, 10(1), 70-80.
Mumcu, Y., & Kimzan, H. S. (2015). The effect of visual product aesthetics on consumers’ price sensitivity. Procedia Economics and Finance, 26(1), 528-534.
Netemeyer, R. G., Bearden, W. O., & Teel, J. E. (1992). Consumer susceptibility to interpersonal influence and attributional sensitivity. Psychology & Marketing, 9(5), 379-395.
Nooteboom, B. (2007). Service value chains and effect of scale. Service Business, 1(2), 119-139.
O’Guinn, T.C., Tanner, R. J., & Maeng, A. (2015). Turning to space: Social density, social class, and the value of things in stores. Journal of Consumer Research, 42(2), 196–213.
Pereira, R. E. (1999). Factors influencing consumer perceptions of Web‐based decision support systems. Logistics Information Management, 12(1/2), 157-181.
Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, 78(1), 79-90.
Proenca, J. F., & Rodrigues, M. A. (2011). A comparison of users and non‐users of banking self‐service technology in Portugal. Managing Service Quality, 21(2), 192-210.
Puntoni, S., & Tavassoli, N. T. (2007). Social context and advertising memory. Journal of Marketing Research, 44(2), 284-296.
Rao, A. R. (2005). The quality of price as a quality cue. Journal of Marketing Research, 42(4), 401-405.
Saha, S. K., Zhuang, G., & Li, S. (2020). Will consumers pay more for efficient delivery? An empirical study of what affects E-customers’ satisfaction and willingness to pay on online shopping in Bangladesh. Sustainability, 12(3), 1121-1143.
Scherer, C., Emberger-Klein, A., & Menrad, K. (2018). Segmentation of interested and less interested consumers in sports equipment made of bio-based plastic. Sustainable Production and Consumption, 14(1), 53-65.
Shankar, V., & Krishnamurthi, L. (1996). Relating price sensitivity to retailer promotional variables and pricing policy: An empirical analysis. Journal of Retailing, 72(3), 249-272.
Shin, H., Perdue, R. R., & Kang, J. (2019). Front desk technology innovation in hotels: A managerial perspective. Tourism Management, 74(1), 310-318.
Simonne, A. H., Behe, B. K., & Marshall, M. M. (2006). Consumers prefer low-priced and highlycopene-content fresh-market tomatoes. HortTechnology, 16(4), 674-681.
Simonson, I. (1989). Choice based on reasons: The case of attraction and compromise effects. Journal of Consumer Research, 16(2), 158-174.
Söderlund, M. (2018). The proactive employee on the floor of the store and the impact on customer satisfaction. Journal of Retailing and Consumer Services, 43(1), 46-53.
Sousa, R., & Voss, C. A. (2006). Service quality in multichannel services employing virtual channels. Journal of Service Research, 8(4), 356-371.
Thornton, J., & White, L. (1999). A comparison of financial services customer segments: Convenience-oriented customers versus personal service-oriented customers. Australia, University of Wollongong. Marketing in the third millennium: Proceedings of the Australian and New Zealand Marketing Academy Conference, https://ro.uow.edu.au/commpapers/756/ (assessed on July 12, 2023)
Vannucci, V., & Pantano, E. (2020). Digital or human touchpoints? Insights from consumer-facing in-store services. Information Technology & People, 33(1), 296-310.
Wakefield, K. L., & Inman, J. J. (2003). Situational price sensitivity: The role of consumption occasion, social context and income. Journal of Retailing, 79(4), 199-212.
Wang, E., Gao, Z., Heng, Y., & Shi, L. (2019). Chinese consumers’ preferences for food quality test/measurement indicators and cues of milk powder: A case of Zhengzhou, China. Food Policy, 89(1), 2-8.
Weijters, B., Rangarajan, D., Falk, T., & Schillewaert, N. (2007). Determinants and outcomes of customers’ use of self-service technology in a retail setting. Journal of Service Research, 10(1), 3-21.
Yoo, J. J. (2020). Does the model minority image work? Consumer responses to the model minority stereotypes in ads. Journal of Promotion Management, 26(6), 911-941.
Yue, C., Grebitus, C., Bruhn, M., & Jensen, H. H. (2010). Marketing organic and conventional potatoes in Germany. Journal of International Food & Agribusiness Marketing, 22(1-2), 164-178.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Services marketing: Integrating customer focus across the firm. Boston: McGraw-Hill Education.