影響中高齡者使用非接觸式服務之因素

Abstract

自2020年初以來，在COVID-19疫情的影響下，人們的生活方式逐漸改變以適應環境變化，許多產業也受到影響，對於服務業來說尤其如此。為了因應疫情期間嚴重的顧客流失，許多餐廳經營者及飯店業者開始引進非接觸服務，以滿足顧客在疫情期間的安全需求。服務業的轉型方式，對於生活中高齡人口不斷上升的社會是一項挑戰。隨著科技的日新月異，如何讓即將邁入超高齡社會的台灣，可以更重視中高齡族群的需求，這是一項不容忽視的任務。因此，本研究主要探討中高齡者對於使用非接觸式服務的因素，採問卷調查法，以年滿45歲以上之中高齡者為研究對象。本研究結果發現：一、中高齡者使用非接觸式服務之知覺有用性會正向影響行為意願。二、高齡者使用非接觸式服務之知覺易用性會正向影響行為意願。三、中高齡者使用非接觸式服務之知覺易用性會正向影響知覺有用性。四、中高齡者使用非接觸式服務之社會互動會正向影響行為意願。五、社會互動在知覺有用性與行為意願的關係上具有中介效果。六、社會互動在知覺易用性與行為意願的關係上具有中介效果。最後本文依據研究結果，提出服務行業符合中高齡者友善環境的措施與建議，進而提高中高齡者對非接觸服務科技之意願。

Since the onset of the COVID-19 pandemic in early 2020, individuals have needed to adapt their lifestyles in response to the rapidly changing environmental conditions. The industries, especially the service sector, have been compelled to explore alternative service delivery methods to mitigate customer loss during the pandemic. Many restaurant and hotel operators have adopted contactless services to address consumers' heightened demand for safety. However, the transition toward contactless service presents a significant challenge in aging societies, where the needs of older adults must be carefully considered. With the rapid advancement of digital technologies and the impending transition of Taiwan's super-aged society, there is an urgent need to understand and accommodate the technology usage behaviors of the middle-aged and elderly population. This study investigates the factors influencing the willingness of middle-aged and older adults (aged 45 and above) to use contactless services. Grounded in the Technology Acceptance Model (TAM), this study incorporates social interaction as a mediating variable and adopts a quantitative approach through questionnaire surveys.The results reveal several key findings: (1) Perceived usefulness significantly impacts behavioral intention to use contactless services. (2) Perceived ease of use positively influences behavioral intention. (3) Perceived ease of use also positively affects perceived usefulness. (4) Social interaction has a positive effect on behavioral intention. (5) Social interaction mediates the relationship between perceived usefulness and behavioral intention. (6) Social interaction also mediates the relationship between perceived ease of use and behavioral intention.Based on these findings, the study proposes practical strategies for developing age-friendly service environments in the context of contactless service technologies, to enhance the adoption willingness among middle-aged and elderly users.