隨著科技進步，餐廳開始使用自動化服務技術以降低人工成本，並維持原本的服務水平。如今進入後疫情時代，餐飲業徵才開始出現困難，越來越多相關業者將服務型機器人運用於餐廳，也以降低人與人之間的接觸，像是知名火鍋連鎖店(如千葉、築間)或知名小籠包店(即鼎泰豐)，使用類似的服務機器人、帶位機器人及送餐機器人穿梭在走道上皆已成自然。本研究採SOR理論為理論基礎，以探討服務機器人的導向與顧客之間的關係。服務型機器人又可以分成兩種導向，上述的服務為功利型導向，另外一種則是希望帶給顧客有趣或歡樂感覺的享樂型導向。由於顧客愉悅是影響顧客再購的重要因素，故透過研究前述的兩種導向找到之間的關係，並找出與後續行為意圖之間的關係為本研究的重大發現。本研究採用問卷調查法，並利用SPSS23.0與Smart PLS V.3.3.2電腦統計軟體進行相關資料分析及模式驗證，回收共540份有效樣本。研究結果指出酷知覺對功利型導向與享樂型導向皆具有正向影響，功利型導向與享樂型導向皆會正面影響顧客愉悅，而顧客愉悅會對其行為意圖有正向影響力。本研究有助於提供相關產業作為未來發展策略的參考依據。

With the advancement of technology, restaurants have begun to use automotive service technology to reduce labor costs and maintain the service standard. Due to the difficulty in recruiting, more and more industries are using service robots in restaurants in the post-epidemic era to reduce the contact between people. For example, well-known hotpot (e.g., Chiba, Tsukuma) and famous Xiaolongbao restaurant (i.e., Din Tai Fung) are using the robots carrying and delivering food on the aisle. In order to explore the relationship between the orientation of service robots and costumers, SOR theory has been used in this study. Service robots can be divided into two orientations, one is utilitarian orientation as mentioned above, and the other one is hedonic orientation as to bring fun or joy to customers. Since customers’ delight is an important factor that affects customers’ behavioral intention, the findings of this study are to identify the relationships among two orientations (utilitarian and hedonic), delight and subsequent behavioral intentions. In this study, survey method was used, and SPSS23.0 and Smart PLS V.3.3.2 were used to analyze the data and model test validation, and 540 valid questionnaires were collected through convenience sampling. The result shows that coolness has a positive impact on both utilitarian orientation and hedonic orientation, both utilitarian orientation and hedonic orientation have a positive impact on customer delight, and customer delight has a positive impact on their behavioral intention. This research provides the relevant industries as a reference for future development strategies.

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