近年來，餐飲業為因應產業蓬勃發展所帶來的人力短缺問題及疫情後無接觸服務的需求，開始導入自助點餐系統，期望藉此提升營運效率並滿足消費者對便利與衛生的期待，然而放眼全球，台灣地區自助點餐系統的實際使用率仍偏低，顯示在推行自助點餐流程的過程中，仍存在顧客使用障礙與接受落差。此現象突顯出，自助點餐雖能在供給端解決人力與流程效率問題，但若未考量消費者在流程中的實際需求與心理適應性，將可能限制其推廣效益，甚至引發消費體驗上的排斥與落差。因此本研究以過程虛擬化理論（Process Virtualization Theory, PVT）為基礎，探討消費者在點餐流程中之使用需求與流程虛擬化的可行性與挑戰，並以資訊科技特徵：表徵、範圍及資訊品質作為調節因子，驗證其是否會間接影響消費者的使用需求對於流程虛擬化可行性的關係。
本研究透過問卷調查蒐集資料，最終共回收有效問卷329份，根據分析結果顯示，樣本資料中在感官與關係需求上，高齡者與教育程度較低之族群表現出顯著較高的依賴性，反映出此類群體在進入虛擬化點餐流程時，對人際互動與實體感受具有更強烈需求，業者在導入自助點餐系統時應加強人性化設計及人員引導服務，以降低其進入虛擬化過程中的不適感。進一步的探索性因素分析結果顯示，感官與關係需求在自助點餐情境下具有高度相關性，實務上可合併為單一構面，對於過程虛擬化有顯著負向影響；同步需求在自助點餐情境下對於過程虛擬化有顯著正向影響，與理論假設相反，推測是因為現代自助系統已能提供即時反應與快速回饋，因此消費者反而因自助點餐系統的即時性而提高接受意願；識別與控制需求則顯著負向影響使用者對虛擬流程的接受意願。此外，本研究亦發現資訊科技特性中的表徵能力具備調節效果，能減緩感官與關係需求對虛擬化接受意願的負向影響。綜合而言，本研究認為點餐系統設計者及業者在導入自助點餐系統時應加強系統資訊圖像化、情境模擬、視覺提示等豐富且完整的資訊，強化對實體互動的補償，以減緩使用者對於缺乏人員互動與實體流程的的抗拒，並且在系統設計上針對加入會員或個人資料填答應採取自由選擇機制，以降低使用障礙並提升顧客整體體驗。

In recent years, the low adoption rate of self-service ordering systems in Taiwan’s restaurant industry has drawn attention, despite their global rise to address labor shortages and demand for contactless service. Based on Process Virtualization Theory (PVT), the research examines consumer usage needs and process virtualization feasibility, with IT characteristics—representation, reach, and information quality—as moderating factors. A total of 329 valid responses were collected via questionnaire. Results indicate that older and less-educated users show stronger sensory and relational needs, negatively impacting their acceptance of virtualized processes. Exploratory factor analysis revealed that these two needs are highly correlated and can be merged into a single factor significantly hindering virtualization. In contrast, synchronism requirements positively influenced acceptance, suggesting that immediate feedback from modern systems boosts user willingness. Identification and control requirements had negative effects, while representation capability moderated the adverse impact of sensory and relational needs. The study concludes that enhancing system visualization, simulating real-world interactions, and offering optional personal data inputs can improve user experience and reduce resistance in self-service ordering adoption.

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