Within the System you can see Hardware specs and the serial number
in more than one location. The easy one, should be if you can see the
About This Mac (window) click on on the line immediately below the
OS X (where other numbers appear, click several times, each should
then show a different number: OS Version, Build number, Serial Number.
This shows the About the Mac from the computer I'm using, where only
the OS X 10.9.5 (Mavericks) information segment from there appears...

...So, to not show the serial number of this Mac, I didn't cycle further by clicking.
Also If you click on 'More Info' button, System Information window opens
& the overview (first view in this window) should show something like:

This is one of probably three places inside the software to view a serial number.
The next (of three) would appear, if you were to click on the button in the window
named System Report, you see a window with Hardware Overview; & serial no.

{While the identifier you located is a machine identifier, not the serial number.}
The number you found may be used to tell one product apart on a network, etc.
Not sure if this is helpful, since you did not state why you need a serial number.
Sometimes the number may be available on the outside of the Mac, or if you
have the original packing, a serial number is in the bar code outside the box.
So in each of the three windows, starting with 'About this Mac' under OS X,
if you click on the information directly under OS X, it will cycle through three
sets of information right there. One is the serial number, clearly marked. The
other images show a further path to locate other areas where it also appears.
In any event...
Good luck & happy computing! 🙂