Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/136852


Title: 數位助理之擬人化程度對社會距離與購買意願的影響
The Influence of Anthropomorphism on Social Distance and Purchase Intention
Authors: 張家欣
Chang, Chia-Hsin
Contributors: 彭志宏
梁定澎

Peng, Chih-Hung
Liang, Ting-Peng

張家欣
Chang, Chia-Hsin
Keywords: 數位助理
擬人化
社會距離
購買意願
Anthropomorphism
Social Distance
Purchase Intention
Date: 2021
Issue Date: 2021-09-02 15:59:05 (UTC+8)
Abstract: 個人化推薦是在電子商務中能夠增進顧客購買意願的一個方法,近年來,數位 助理在個人化服務有非常廣泛的應用。而數位助理有兩個重要的機制,一個是能夠 分析使用者偏好,提供相關資訊的個人化技術,另一個則是擬人化 (Anthropomorphism)的使用介面。
在個人化服務或是推薦的作法中,數位助理時常使用擬人化的元素與顧客進行 互動,尤其是最近社群網站如Facebook及Twitter等的興起,開啟了電子商務的新 方向,稱之為社群商務(social commerce)。而社群商務強調的是關係,也就是社會 距離的遠近,會影響顧客對於商品的購買意願。
近年來關於擬人化的研究日益增加,藉以瞭解擬人化元素應用在電子商務所能
產生的效果。而本研究欲以社會距離的觀點,來解釋數位助理背後的機制,是如何
透過擬人化介面與個人化推薦,縮短與顧客間的社會距離,以達到增進顧客購買意
願的效果。
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Description: 碩士
國立政治大學
資訊管理學系
108356030
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0108356030
Data Type: thesis
Appears in Collections:[資訊管理學系] 學位論文

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