| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 92 === Waiting is a kind of negative experience for consumers and also a negative evaluation for enterprises. However, it is unavoidable for consumers to wait in a service surrounding. Not only the waiting benefit but also the waiting message affects the consumers’ satisfaction for the service. A good waiting condition can shorten the consumers’ time perception and raise the service evaluation. This research studied the differences of two kinds of waiting benefits, hedonic and utilitarian, on the waiting time perception, affective responses and service evaluation of consumers. The effects of waiting message supply and service velocity for the consumers were also studied.
The time perceptions of consumers who were supplied with the waiting message were shorter than those without the waiting message, and the utilitarian was longer than the hedonic. For both waiting benefits, the time perceptions were shorter in regular service velocity than in irregular service velocity.
The most difference of the two waiting benefits was the positive affective. The hedonic waiting had higher positive affective scores than the utilitarian waiting, but the negative affective was no significant difference. When supplied the waiting message, the negative affective was lower and the positive affective was higher than without message supply. Affective response and the time perception had the significant relationship.
There was no significant difference in service evaluation for both hedonic and utilitarian waiting. However, both waiting benefits supplied with waiting message had higher service evaluation than those without message supply. Affective response and the service evaluation also had the significant relationship.
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