本研究嘗試利用「實地理論」，探討「服務屬性」、「等待發生時點遠近」以及「音樂屬性」等三個變數，是否會影響顧客在服務過程中對等待時間的知覺。研究結果顯示，(1) 不同服務屬性下，享樂性服務的消費者會有較短的等待時間知覺，(2) 當等待發生在距離主要服務較近的地方時，消費者會有較短的等待時間知覺，(3) 音樂熟悉度對於顧客等待時間知覺的影響，在本研究中則是不顯著的，(4) 服務屬性與等待發生時點具有交互作用，在功利性服務下，等待發生時點近的消費者，其對等待時間的知覺會顯著低於等待發生時點遠的消費者；而在享樂性服務下，兩者則無顯著差異，(5) 服務屬性與音樂屬性具有交互作用，在功利性服務下，在熟悉音樂情境下的消費者，其對等待時間的知覺會顯著低於不熟悉音樂情境下的消費者；而在享樂性服務下，兩者則無顯著差異，(6) 等待發生時點與音樂屬性的交互作用，在本研究中則不顯著。

By utilizing the field theory, this research studies how the three factors (service attribute, music attribute, and waiting time duration) influence customers' perceptions of waiting time while they are waiting to be serviced. The main conclusions are as follows. First, customers always perceive short waiting time of hedonic services. Second, when the service provider is located at a short distance, customers perceived short waiting time. Third, music familiarity has trivial influence on customers' waiting time perception. Fourth, customers perceive short waiting time of utilitarian services when the service providers are located at a short distance. However, customers perceived approximately the same waiting time of hedonic services when the service providers are located at either short or far distance. Fifth, customers immersed in familiar music perceive short waiting time of utilitarian services than those immersed in unfamiliar music. In contrast, for hedonic services, the familiar music has little influence on customers' perceived waiting time. Sixth, the interaction between waiting time duration and music attribute is not significant.

服務屬性; 等待發生時點; 音樂屬性

service attribute; waiting time duration; music attribute