在生活步調快速的現代社會裡，「時間」就是消費者最寶貴的資產，許多消費者抱持著時間就是金錢的看法，如何降低消費者等待成本已是企業必須面對的重要課題之一。因此管理者應提出最好的方法就是透過排隊隊形的規劃減弱消費者的等待時間知覺以及增加顧客滿意度，進而增進企業收入利益。但過往少有研究針對消費者在不同排隊隊形及人數的情況下等待，所產生的加入排隊意願決策考量。若能了解消費者在何種排隊隊形、人數下能產生正面的等待時間知覺及感受，進而加入排隊消費，就能協助企業發展行銷策略，吸引顧客前來。而了解消費者的心理反應，更可以進一步推敲心理與外在因素的關聯性。隨著臺灣美食當道，在虎尾地區就有非常知名的路邊攤小吃─「紅豆餅」，而該攤位時常有排隊問題發生，無法避免。在觀察上，大多數人多選擇離開，反而造成商家的損失。因此，本研究以該「紅豆餅」攤為例，針對消費者排隊等候感受等議題進行探究。本研究結合問卷法與實驗法來探究排隊者的感受。研究結果顯示，消費者的等候時間知覺、好奇心、食慾、天氣這四項因素會影響消費者加入排隊的意願。服務品質會影響消費者加入排隊行列，整體品質印象和自身權益是否被維護，也可能改變消費者對於加入排隊的決策考量，進而影響加入排隊的意願。排隊人數的多寡與排隊隊形確實會影響消費者加入排隊行列，蛇行和領取號碼牌之主觀等待時間知覺較直線隊形之主觀等待時間知覺為短。

Waiting is an inevitable phenomenon in service sectors. Consumers considered that the queuing is wasting time, so managers in service sectors should reduce consumer feeling in a queue and increase their satisfaction to services. However, previous researches focused on forming queuing model based on the number of servers, the arrival rate of customers, and service time, waiting time through adjusting the shape of a queue or the queuing size. The real customer perceptions to queue should be discuss, especially for the small but famous stall keepers, because the mathematical model and customer willingness to queue is easy to change in such real cases. A customer will leave/join a queue because of their perceptions to the queue itself, include the shape of queue and the number of waiting customers. In this study, a stall keeper selling the most well-known cuisine, red-bean cake, in Huwei is included as the example. The stall keeper always has the problem on queue. Most people choose to leave while witnessing the queue. In this study, all participants for the survey have the experiences on the waiting in front of the stall of red-bean cake. The shape of queue and the number of waiting customers are discussed. Additionally, customer perception to queue, customer curiosity to queue, desire to purchase red-bean cake, environment of the stall, and service quality are also discussed in this study. The analytical results show that the number of waiting customers and the shape of queue affect customer willingness to queue. Customer perception to queue, environment, and service quality affect customer decision to join a line.