鑒於國內有關速食業數位化發展之研究僅限於少數服務模式(自助點餐系統等)，本研究嘗試探討速食業於數位轉型及發展中的組織變革、企業型態轉變與顧客消費體驗之間的關聯性為何。由於國內速食業的數位轉型多以自助點餐機為特徵，故本研究除針對數位自助點餐機對消費者的整體體驗、操作容易度、花費時間等面向進行討論外，亦深入探究現代化點餐看板、雙點式服務系統、送餐到桌、專職款待大使等速食業服務模式之轉變，對現今顧客消費體驗或形態之影響。由於產業數位化已是現今多數企業不可避免之趨勢，本研究亦期望透過此次嘗試，進一步了解國內消費者對於速食業數位轉型之看法與接受程度，以提供更多餐飲業轉型之契機，進而提升國內消費者之數位消費體驗。

本研究將以國內速食業龍頭麥當勞為例，探討其近年來因應數位轉型所做的各項服務型態調整與改變。透過問券調查分析可知消費者對於現代化點餐看板、雙點式服務系統、送餐到桌、專職款待大使等服務型態改變皆抱持樂觀且歡迎的態度。而透過問卷題目亦可洞察出消費體驗時間抑或餐廳服務效率，對消費者而言仍是至關重要，甚至可能影響其未來消費意願之高低。是故，本研究亦針對體驗時間、整體服務、人員親切友善等指標進行量化分析，進而發現數位轉型後，由於麥當勞於上述指標有所改善，由是提升顧客整體消費滿意度與企業好感度。

Since there are only a few service models (Self-Order Kiosk systems etc.) in the domestic research on the digital development of the fast food industry, this research attempts to explore the relationship between the fast food industry’s digital transformation and development in organizational changes, corporate transformations and customer consumption experience. Since the digital transformation of the domestic fast-food industry is mostly characterized by Self-Order Kiosk machines, this study will not only focus on the overall consumer experience, ease of operation, and time spent on digital Self-Order Kiosk machines, but also has in-depth discussions on electronics changes in fast food industry service models such as modernized menu board, Dual-Point Service system, Table Service, and Guest Experience Leader, have an impact on the current consumer experience or patterns of customers. Since the digitalization of the industry is an inevitable trend for most companies today, this study also hopes to further understand the perception and acceptance of domestic consumers on the digital transformation of the fast food industry through this attempt, so as to provide more opportunities for the transformation of the catering industry. This will further enhance the digital consumption experience for consumers.

This article will take the domestic fast food industry leader McDonald's as an example to discuss its various service adjustments and changes in response to the digital transformation in recent years. The questionnaire survey shows that consumers are optimistic and welcoming about changes in service types such as modernized menu boards, Dual-Point Service system, Table Service, and Guest Experience Leader. And through the questionnaire survey, insight into the consumption experience time or restaurant service efficiency is still very important to consumers, and may even affect their future consumption willingness. Therefore, this study also conducted quantitative analysis on indicators such as experience time, overall service, and friendliness of personnel, and found that after the digital transformation, McDonald’s has improved on the above indicators, thereby enhancing overall customer satisfaction and corporate favorability.

參考文獻
中文文獻
1. 詹文男 李震華 周維忠 王義智 數位轉型研究團隊（2020）。數位轉型力。
商周出版社。
2. 邱品瑜（2020）。2020年6月530期動腦雜誌。
3. 王一芝（2020）。2020年7月28日天下雜誌703期。
4. 林志娟、張慶暉（2011）。實用統計學：SPSS動態操作展示與應用。東華
書局。
5. 廖淑伶、馬友薏（2016）。行銷管理。普林斯頓國際有限公司。
6. 盧希鵬（2018）。隨經濟：第二曲線的77個思維模型。遠見天下文化出版
股份有限公司。
7. 陳美伶（2019）。台灣經濟論衡。國家發展委員會。
8. 姜台林（2021）。《整合式智慧型最佳化參數設計之研究》，國立交通大學工
業工程與管理系博士論文。
9. 曲衍旭（2007）。《智慧型知識發現系統》，國立交通大學資訊科學系碩士論
文。

 
外文文獻
Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
Tom Puthiyamadam(2017).How the Meaning of Digital Transformation Has Evolved. Harvard Business Review.
Rodney A. Stewart*, Sherif Mohamed1,2003 “Evaluating the value IT adds to the process of project information management in construction”, School of Engineering, Griffith University, Gold Coast Campus, PMB 50 Gold Coast Mail Centre, Queensland, QLD 9726, Australia, Automation in Construction 12 (2003) 407– 417

 
網路資源
何謂數位轉型（2021）。資料取自：
https://www.microfocus.com/zh-tw/what-is/digital-transformation
經濟部統計處批發、零售及餐飲業營業額統計（2021）。資料取自：https://dmz26.moea.gov.tw/GMWeb/investigate/InvestigateEA.aspx
公開資訊觀測站（2021）。1259安心食品。資料取自： https://mops.twse.com.tw/mops/web/t146sb05
台灣麥當勞官網重要里程（2021）。資料取自：
https://www.mcdonalds.com/tw/zh-tw.html
經濟日報 (2018)。以數位轉型重塑台灣產業競爭力。資料取自：https://money.udn.com/money/story/5628/3182401
IMD World Competitiveness Center (2017).World Digital Competitiveness Ranking 2017. 資料取自：
http://www.imd.org/globalassets/wcc/docs/release-2017/world_digital_competitiveness_yearbook_2017.pdf.
OECD(2017). OECD Science, Technology and Industry Scoreboard 2017: The Digital Transformation. 資料取自：
http://www.oecd-ilibrary.org/science-and-technology/oecd-science-technology-and-industry-scoreboard-2017_9789264268821-en
益索譜市調研究。一次搞懂外食選擇和成長趨勢（2019）。資料取自：https://www.ipsos.com/sites/default/files/ct/news/documents/2019-12/p039_sia_food_selection_and_dining_trend.pdf
東方線上消費者研究集團。Ichef就愛開餐廳2020年度餐飲業景氣白皮書（2021）。資料取自：
https://thedinernews.com/2020-annual-white-paper/
震旦月刊第589期文章，數位轉型，勢在必行 企業為什麼需要數位轉型？資料取自：
https://www.aurora.com.tw/aurora-monthly/589/0k209539355784917359?cv=1

OECD(2017). OECD Science, Technology and Industry Scoreboard 2017: The Digital Transformation. 資料取自：
http://www.oecd-ilibrary.org/science-and-technology/oecd-science-technology-and-industry-scoreboard-2017_9789264268821-en
自由時報（2021），來台逾30年 麥當勞創造許多台灣「第一次」。資料取自：https://news.ltn.com.tw/news/life/breakingnews/1358704
OOSGA（2020），驅動企業數位轉型。資料取自：
https://oosga.com/wp-content/uploads/2020/09/pdf-digital-transformation-taiwan-1.pdf