近年來，全球智慧科技蓬勃發展，以及人們消費習慣的改變，企業餐飲與創新科技轉型之下，也順勢轉變了餐飲業新的營運模式，如今在智慧點餐平台的導入之下，使用者除了在餐廳中使用智慧點餐機或智慧點餐平版進行點餐，甚至也能在手機線上點餐，因此智慧點餐機之經營者與餐飲行銷業者，應更加重視臺灣消費者對智慧點餐機的現況認知與未來發展性。 本研究採因果性分析，使用網路問卷調查方式蒐集資料，以具備使用智慧點餐平台經驗者為研究對象，以統計套裝軟體SPSS以及Smart PLS進行統計資料分析，主要探討智慧點餐平台、服務創新、體驗價值、顧客終身價值四者間之關係，共計發出362份，回收326份有效問卷，經實證與分析後，本研究結果發現：（1）「智慧點餐平台」對「體驗價值」有顯著正相關性；（2）「服務創新」對「體驗價值」有顯著正相關性；（3）「智慧點餐平台」對「顧客終身價值」無顯著相關性；（4）「服務創新」對「顧客終身價值」有顯著正相關性；（5）「體驗價值」對「顧客終身價值」有顯著正相關性。研究結果可發現，顧客於智慧點餐平台上使用的點餐功能會提高顧客體驗價值；智慧點餐平台對顧客終身價值效果雖未顯著，但仍具影響力；而服務創新越高，也將會影響體驗價值並進一步影響顧客終身價值；而顧客的體驗價值也會影響顧客終身價值。因此研究成果，將會提供給智慧點餐平台業者及企業餐飲產業，在未來持續進步作為參考以及企業經營策略等相關依據。 In recent years, emerging intelligent technologies and evolving customer habits have prompted restaurant businesses in Taiwan to undergo technological transformation, including adopting a new business model, allowing users to order through intelligent ordering machines, tablets, or even their mobile phones online. Therefore, both restaurants equipped with intelligent ordering machines and online food retailers need to know more about how their customers perceive the new ordering options and the prospects of the options. In this empirical study, we collected data with an online questionnaire survey. Participants in the survey have the experience of ordering food from intelligent platforms. With a total of 362 questionnaires distributed and 326 valid questionnaires received, we ran SPSS and SmartPLS to analyze the data for exploring the relationships among intelligent food-ordering platforms, service innovation, experience value, and customer lifetime value. We found that (1) “intelligent food-ordering platform” use is significantly and positively correlated to “experience value”; (2) “service innovation” is significantly and positively correlated to “experience value”; (3) “intelligent food-ordering platform” use is not significantly correlated to “customer lifetime value”; (4) “service innovation” is significantly and positively correlated to “customer lifetime value”; and (5) “experience value” is significantly and positively correlated to “customer lifetime value.” In other words, customers’ experience value would increase after they had used the food-ordering feature on the intelligent platform. Although not significant, the effects of the intelligent food-ordering platform on customer lifetime value are notable. More service innovations mean higher experience value, which in turn increases customer lifetime value. The results are valuable to platforms and restaurants for continuous improvements and business strategy development.
