| Summary: | 本研究目的是從注意力恢復理論的觀點檢驗服務環境中的人際因素如何影響恢復體驗，進而帶給顧客注意力幸福感。人際因素有顧客小群體的人際融洽、其他顧客的相似性、外表及行為適當性、以及服務人員的服務友誼、顧客導向行為與銷售導向行為。本研究執行兩個研究，研究一將會透過量表建構過程發展一個恢復體驗量表，適用於享樂型人身處理或心理刺激處理類型的服務業，並得知恢復體驗的概念內涵與組成要素。研究二將檢驗恢復體驗的前因與後果，以及恢復體驗是否會中介人際因素與注意力幸福感之間的關係。研究一結果指出恢復體驗由內容迷戀、暫時逃離、動機相容、能力相容、活動新奇感與心流六個子構面組成，該量表共以21題衡量，並具有良好的信度、收斂效度、區別效度與外在效度。研究二結果指出服務環境中的人際因素會顯著的影響恢復體驗，而恢復體驗亦會帶來顧客的注意力幸福感，恢復體驗會完全中介人際因素與注意力幸福感之間的關係。根據研究結果討論理論、方法與管理意涵。在服務業情境的恢復體驗概念內涵比大自然情境多了過程迷戀面向，但是少了一致性面向。恢復體驗的前因應不只限於與大自然有關的實體因素而已，因為人際因素亦是恢復體驗重要的前因。恢復體驗與其子構面間的關係應被建模為反映型而非形成型。本研究提供服務業者指南，告知其如何透過人際因素的形塑與管理，帶給顧客注意力幸福感。由於小群體融洽相對於其他人際因素而言對顧客的恢復體驗影響較大，服務業者應將較多資源分配在管理顧客小群體上，並促成其產生小群體融洽。最後，提出研究限制與未來研究方向。 === The purpose of this research is to examine how interpersonal factors in service environment influence restorative experience, which in turn facilitates attention-related well-being of customers from the perspective of attention restoration theory. Interpersonal factors include small groups (i.e., interpersonal rapport), other customers (i.e., similarity, physical appearance, and suitability of behavior), and service providers (i.e., service friendship, customer orientation, and selling orientation). Two studies were conducted. Study 1 developed a scale of restorative experience applicable to hedonic service industry of people-processing or mental stimulus processing types. Also, the conceptual domain and components of restorative experience were discussed. Study 2 examined the antecedents and consequences of restorative experience and whether restorative experience mediates the relationship between interpersonal factors and attention-related well-being. The results of study 1 indicated that restorative experience is comprised of six dimensions- content fascination, escape, motivation compatibility, competence compatibility, novelty of activity, and flow. The new scale is measured using 21 items and has good reliability, convergent validity, discriminant validity, and external validity. The results of study 2 indicated that interpersonal factors in service environment significantly influence restorative experience, which in turn influences attention-related well-being. Restorative experience completely mediates the relationship between interpersonal factors and attention-related well-being. Theoretical, methodological, and managerial implications are discussed. Compared to natural environment, restorative experience in the service environment contains the dimension of process fascination but has no dimension of coherence. Since interpersonal factors facilitate restorative experience, the antecedents of restorative experience should not be confined to natural elements of physical environment as done in the past studies. The relationships between restorative experience and its sub-dimensions should be modeled as reflective, not formative. This research provides guideline for service marketers to manage and harness interpersonal factors and improve attention-related well-being for customers. Since rapport in customer small group has more influence than other interpersonal factors on restorative experience, service marketers should put more resource in managing customer small groups and facilitating rapport among members in customer small group. In the end, limitations and direction of future research are presented.
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