本研究探討自助點餐系統（Self-Ordering Systems, SOS）在餐廳場域中對顧客心理與行為反應所產生的影響，特別聚焦於知覺努力（Perceived Effort, PE）之仲介角色，以及社會支配傾向（Social Dominance Orientation, SDO）之調節作用。研究透過一項實地實驗，於台灣一間餐廳中招募137位參與者，分別體驗SOS點餐與傳統人工點餐方式。迴歸分析結果顯示，使用SOS顯著提高了顧客的知覺努力，且知覺努力與顧客的滿意度與品牌偏好呈負向關係。然而，仲介分析顯示PE未能顯著仲介SOS使用與顧客結果之間的關係；調節分析亦指出，SDO未能顯著影響SOS與顧客結果之間的關聯，惟高SDO傾向者整體而言報告較低的顧客滿意度。
研究結果顯示，儘管SOS有助於提升營運效率，其將認知與操作責任轉嫁至顧客，可能導致顧客對服務體驗的負面評價。本研究挑戰了數位自動化必然減少顧客努力並提升滿意度的假設，並對服務設計與人機互動的實務應用提供建議，強調設計更為人性化與包容性的SOS介面，以降低不必要的使用負擔，並顧及使用者在社會取向與認知特質上的差異。

This study investigates the psychological and behavioral effects of Self-Ordering Systems (SOS) in restaurant settings, with a focus on the mediating role of Perceived Effort (PE) and the moderating influence of Social Dominance Orientation (SDO). A field experiment involving 137 participants was conducted in a Taiwanese restaurant, comparing customer responses between SOS and traditional ordering methods. Regression analyses revealed that SOS use significantly increased perceived effort, and that higher perceived effort was negatively associated with both satisfaction and brand preference. However, mediation analysis indicated that PE did not significantly mediate the relationship between SOS and customer outcomes. Moderation analysis further showed that SDO did not significantly moderate the SOS–outcome relationship, although individuals with higher SDO reported consistently lower satisfaction levels overall. These findings suggest that while SOS adoption shifts cognitive and physical responsibility onto users, increased effort may reduce rather than enhance customer evaluations. The study contributes to service design theory by challenging the assumption that digital automation inherently improves customer experiences through reduced effort. Practical implications are discussed for designing inclusive, user-friendly SOS interfaces that minimize unnecessary effort and accommodate diverse customer traits.

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