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題名 性別一致性對聊天機器人滿意度之影響
The Effect of Gender Congruence on Chatbot Satisfaction
作者 張鈞宏
Chang, Chun-Hung
貢獻者 林芝璇<br>廖峻鋒
Lin, Jhih-Syuan<br>Liao, Chun-Feng
張鈞宏
Chang, Chun-Hung
關鍵詞 聊天機器人
性別刻板印象
一致性
心理性別
社會臨場感
Chatbot
Gender Stereotypes
Consistency
Psychological Gender
Social Presence
日期 2023
上傳時間 9-Mar-2023 18:13:38 (UTC+8)
摘要 科技的進步往往會改變人們的互動方式，隨著近年疫情和人工智慧的發展，聊天機器人的應用遍地開花，越來越多的企業將聊天機器人導入服務當中。聊天機器人通常會被賦予擬人化的特徵，性別是其中一個常被討論的變項。雖然過去的研究已對性別和聊天機器人滿意度之間的關係進行探索，但仍不夠全面，故本研究提出一調節中介模型，以聊天機器人的性別和性別刻板印象領域的一致性切入，同時探討使用者的心理性別對滿意度可能產生的調節影響，以及社會臨場感的中介效果。

本研究的實驗為2（聊天機器人性別）x 2（性別刻板印象領域）x 2（使用者心理性別）的受測者間設計，透過操弄Line聊天機器人的設計，讓使用者在與聊天機器人實際互動後，回覆研究問卷。本研究以365份樣本進行分析，研究結果發現，聊天機器人的性別和性別刻板印象領域一致與否，並不會對滿意度造成顯著影響，另外，心理性別無法有效調節性別一致性對滿意度或社會臨場感的效果。但研究發現，社會臨場感雖然沒有顯著的中介效果，但卻能顯著地提高使用者滿意度，另外也發現，生理女性的使用者，滿意度顯著高於生理男性的使用者。本研究針對結果的學術與實務性意涵進行討論，並提出研究限制和未來研究可發展之方向。
The advancement of technology often changes the way people interact. As chatbots have become increasingly popular with the development of AI and recent pandemics, more and more companies have integrated chatbots into their services. Chatbots are often designed with human-like characteristics, such as gender, which is a commonly discussed variable in prior research. Although previous studies have explored the relationship between gender and chatbot satisfaction, more research is warranted in this area. Therefore, this study proposes a moderated mediation model that examines how the congruence between chatbot gender and gender stereotype domains may influence chatbot satisfaction, as well as the moderating role of users` psychological gender and the mediating role of social presence in the process.

This study employed a 2 (chatbot gender) x 2 (gender stereotype domains) x 2 (user psychological gender) between-subject design. Participants interacted with a Line chatbot and then responded to the study questionnaire. A total of 365 responses were analyzed after data cleaning. The findings show that the congruence between chatbot gender and gender stereotype domains does not have a significant effect on satisfaction. Psychological gender does not moderate the effect of gender congruency on satisfaction and social presence. Although social presence does not have a significant mediating effect between gender congruency and satisfaction, it significantly improves user satisfaction. Additionally, the findings reveal that female users tend to have a higher level of satisfaction than male users. The theoretical and managerial implications of the findings, as well as limitations and directions for future research, are discussed.
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描述 碩士
國立政治大學
數位內容碩士學位學程
109462015
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109462015
資料類型 thesis
dc.contributor.advisor 林芝璇<br>廖峻鋒zh_TW
dc.contributor.advisor Lin, Jhih-Syuan<br>Liao, Chun-Fengen_US
dc.contributor.author (Authors) 張鈞宏zh_TW
dc.contributor.author (Authors) Chang, Chun-Hungen_US
dc.creator (作者) 張鈞宏zh_TW
dc.creator (作者) Chang, Chun-Hungen_US
dc.date (日期) 2023en_US
dc.date.accessioned 9-Mar-2023 18:13:38 (UTC+8)-
dc.date.available 9-Mar-2023 18:13:38 (UTC+8)-
dc.date.issued (上傳時間) 9-Mar-2023 18:13:38 (UTC+8)-
dc.identifier (Other Identifiers) G0109462015en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/143723-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 數位內容碩士學位學程zh_TW
dc.description (描述) 109462015zh_TW
dc.description.abstract (摘要) 科技的進步往往會改變人們的互動方式，隨著近年疫情和人工智慧的發展，聊天機器人的應用遍地開花，越來越多的企業將聊天機器人導入服務當中。聊天機器人通常會被賦予擬人化的特徵，性別是其中一個常被討論的變項。雖然過去的研究已對性別和聊天機器人滿意度之間的關係進行探索，但仍不夠全面，故本研究提出一調節中介模型，以聊天機器人的性別和性別刻板印象領域的一致性切入，同時探討使用者的心理性別對滿意度可能產生的調節影響，以及社會臨場感的中介效果。

本研究的實驗為2（聊天機器人性別）x 2（性別刻板印象領域）x 2（使用者心理性別）的受測者間設計，透過操弄Line聊天機器人的設計，讓使用者在與聊天機器人實際互動後，回覆研究問卷。本研究以365份樣本進行分析，研究結果發現，聊天機器人的性別和性別刻板印象領域一致與否，並不會對滿意度造成顯著影響，另外，心理性別無法有效調節性別一致性對滿意度或社會臨場感的效果。但研究發現，社會臨場感雖然沒有顯著的中介效果，但卻能顯著地提高使用者滿意度，另外也發現，生理女性的使用者，滿意度顯著高於生理男性的使用者。本研究針對結果的學術與實務性意涵進行討論，並提出研究限制和未來研究可發展之方向。		zh_TW
dc.description.abstract (摘要) The advancement of technology often changes the way people interact. As chatbots have become increasingly popular with the development of AI and recent pandemics, more and more companies have integrated chatbots into their services. Chatbots are often designed with human-like characteristics, such as gender, which is a commonly discussed variable in prior research. Although previous studies have explored the relationship between gender and chatbot satisfaction, more research is warranted in this area. Therefore, this study proposes a moderated mediation model that examines how the congruence between chatbot gender and gender stereotype domains may influence chatbot satisfaction, as well as the moderating role of users` psychological gender and the mediating role of social presence in the process.

This study employed a 2 (chatbot gender) x 2 (gender stereotype domains) x 2 (user psychological gender) between-subject design. Participants interacted with a Line chatbot and then responded to the study questionnaire. A total of 365 responses were analyzed after data cleaning. The findings show that the congruence between chatbot gender and gender stereotype domains does not have a significant effect on satisfaction. Psychological gender does not moderate the effect of gender congruency on satisfaction and social presence. Although social presence does not have a significant mediating effect between gender congruency and satisfaction, it significantly improves user satisfaction. Additionally, the findings reveal that female users tend to have a higher level of satisfaction than male users. The theoretical and managerial implications of the findings, as well as limitations and directions for future research, are discussed.		en_US
dc.description.tableofcontents 目錄 i
表目錄 iii
圖目錄 iv
第壹章 緒論 6
第一節 研究背景 6
第二節 研究動機與目的 9
第貳章 文獻探討 12
第一節 人機互動 ( Human–Computer Interaction, HCI )12
第二節 聊天機器人 15
第三節 性別刻板印象與一致性 17
第四節 社會臨場感 22
第參章 研究方法 26
第一節 研究架構 26
第二節 研究設計 28
第三節 實驗素材設計與前測 43
第四節 主實驗物與實驗流程 47
第肆章 研究結果與分析 57
第一節 受測者輪廓 57
第二節 量表信度分析 58
第三節 操弄檢定 59
第四節 假設驗證 60
第伍章 討論與結論 69
第一節 研究發現與討論 70
第二節 學術貢獻與實務建議 73
第三節 研究限制與未來研究建議 77
參考文獻 81
中文文獻 81
附錄一：前測問卷 94
附錄二：主實驗問卷 96		zh_TW
dc.format.extent 3176872 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109462015en_US
dc.subject (關鍵詞) 聊天機器人zh_TW
dc.subject (關鍵詞) 性別刻板印象zh_TW
dc.subject (關鍵詞) 一致性zh_TW
dc.subject (關鍵詞) 心理性別zh_TW
dc.subject (關鍵詞) 社會臨場感zh_TW
dc.subject (關鍵詞) Chatboten_US
dc.subject (關鍵詞) Gender Stereotypesen_US
dc.subject (關鍵詞) Consistencyen_US
dc.subject (關鍵詞) Psychological Genderen_US
dc.subject (關鍵詞) Social Presenceen_US
dc.title (題名) 性別一致性對聊天機器人滿意度之影響zh_TW
dc.title (題名) The Effect of Gender Congruence on Chatbot Satisfactionen_US
dc.type (資料類型) thesisen_US
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