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題名 智慧語音助理服務品質與滿意前因之研究
Antecedents of Service Quality and Customer Satisfaction of Virtual Assistants
作者 李信宏
Li, Sin-Hong
貢獻者 洪為璽<br>楊建民
Hung, Wei-Hsi<br>Yang, Jiann-Min
李信宏
Li, Sin-Hong
關鍵詞 智慧語音助理
自助服務科技
服務品質
顧客滿意度
緊急需求的影響
Virtual assistants
Self-service technology
Service quality
Customer satisfaction
Urgent needs
日期 2019
上傳時間 7-Aug-2019 16:06:09 (UTC+8)
摘要 在人工智慧的發展下，許多廠商開始打造智慧語音助理做為新型態的服務。透過語音辨識技術的幫助，用戶不必使用觸控功能或點擊任何按鈕，只需透過聲音即可與語音助理溝通、指派任務。本研究歸納出智慧語音助理的特性，來探討在智慧語音助理的使用過程中，哪些特性是影響使用體驗的重要因素，並進一步討論在不同的情境下（如緊急需求的狀況），這些影響程度是否會有所不同。
透過線上問卷，本研究共回收了292份有效樣本，透過結構方程模式的分析，結果指出智慧語音助理的特性如知覺控制、知覺有用性、知覺可靠性與知覺便利性會正向影響服務品質，而服務品質則正向影響到後續的使用體驗，包括知覺價值與顧客滿意度。在這些特性當中，知覺有用性的影響程度最顯著，而在緊急需求的情況下，知覺控制的影響程度會顯著下降，知覺有用性則顯著上升。
總結來說知覺控制、知覺有用性、知覺可靠性與知覺便利性是影響智慧語音助理服務品質的關鍵因素，其中知覺有用性是衡量服務品質最重要的因素。此研究結果拓展過去自助服務科技相關研究，進一步解釋在實際使用過程中，有哪些自助服務科技特性會影響到服務品質，並證實了在緊急需求情境下，這些影響程度也將有所不同。此結果亦可供企業了解消費者所重視的面向，做為開發智慧語音助理服務時參考的依據，來打造出最貼近市場需求的產品。
With the development of Artificial Intelligence (AI), many companies have developed virtual assistants as their new services. Through the help of Automatic Speech Recognition (ASR), the users can communicate with and assign jobs to the virtual assistants via voice, they no longer need to touch the screen or click any button. In this study, we focus on the virtual assistants’ attributes to examine which ones have important impacts on the use of the virtual assistants. Furthermore, we discuss whether the level of the impacts will change if the users are in different situations, e.g. needs in urgency.
An online questionnaire survey was conducted and 292 valid samples were collected. The data was analyzed using Structural Equation Modeling (SEM) techniques. The results show that perceived control, perceived usefulness, perceived reliability and perceived convenience had positive impact on service quality, which further positively impacted subsequent experiences, including value and customer satisfaction. Among these attributes, perceived usefulness had the most significant impact. In the urgent needs situation, the impact of perceived control significantly decreased while the impact of perceived usefulness significantly increased.
In conclusion, perceived control, perceived usefulness, perceived reliability and perceived convenience are key factors impacting the service quality of the virtual assistants. Among them, perceived usefulness is the most important one. The results extend previous Self-Service Technology (SST) research because we further explain which SST attributes have impacts on service quality during the use of it. And the results show that these attributes may have different level of impacts in the urgent needs situation. Finally, the results enable enterprises to understand the aspects consumers pay more attention to and can be used as the reference while implementing the virtual assistants to create better products to the demands of the market.
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描述 碩士
國立政治大學
資訊管理學系
106356012
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106356012
資料類型 thesis
dc.contributor.advisor 洪為璽<br>楊建民zh_TW
dc.contributor.advisor Hung, Wei-Hsi<br>Yang, Jiann-Minen_US
dc.contributor.author (Authors) 李信宏zh_TW
dc.contributor.author (Authors) Li, Sin-Hongen_US
dc.creator (作者) 李信宏zh_TW
dc.creator (作者) Li, Sin-Hongen_US
dc.date (日期) 2019en_US
dc.date.accessioned 7-Aug-2019 16:06:09 (UTC+8)-
dc.date.available 7-Aug-2019 16:06:09 (UTC+8)-
dc.date.issued (上傳時間) 7-Aug-2019 16:06:09 (UTC+8)-
dc.identifier (Other Identifiers) G0106356012en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124706-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 106356012zh_TW
dc.description.abstract (摘要) 在人工智慧的發展下，許多廠商開始打造智慧語音助理做為新型態的服務。透過語音辨識技術的幫助，用戶不必使用觸控功能或點擊任何按鈕，只需透過聲音即可與語音助理溝通、指派任務。本研究歸納出智慧語音助理的特性，來探討在智慧語音助理的使用過程中，哪些特性是影響使用體驗的重要因素，並進一步討論在不同的情境下（如緊急需求的狀況），這些影響程度是否會有所不同。
透過線上問卷，本研究共回收了292份有效樣本，透過結構方程模式的分析，結果指出智慧語音助理的特性如知覺控制、知覺有用性、知覺可靠性與知覺便利性會正向影響服務品質，而服務品質則正向影響到後續的使用體驗，包括知覺價值與顧客滿意度。在這些特性當中，知覺有用性的影響程度最顯著，而在緊急需求的情況下，知覺控制的影響程度會顯著下降，知覺有用性則顯著上升。
總結來說知覺控制、知覺有用性、知覺可靠性與知覺便利性是影響智慧語音助理服務品質的關鍵因素，其中知覺有用性是衡量服務品質最重要的因素。此研究結果拓展過去自助服務科技相關研究，進一步解釋在實際使用過程中，有哪些自助服務科技特性會影響到服務品質，並證實了在緊急需求情境下，這些影響程度也將有所不同。此結果亦可供企業了解消費者所重視的面向，做為開發智慧語音助理服務時參考的依據，來打造出最貼近市場需求的產品。		zh_TW
dc.description.abstract (摘要) With the development of Artificial Intelligence (AI), many companies have developed virtual assistants as their new services. Through the help of Automatic Speech Recognition (ASR), the users can communicate with and assign jobs to the virtual assistants via voice, they no longer need to touch the screen or click any button. In this study, we focus on the virtual assistants’ attributes to examine which ones have important impacts on the use of the virtual assistants. Furthermore, we discuss whether the level of the impacts will change if the users are in different situations, e.g. needs in urgency.
An online questionnaire survey was conducted and 292 valid samples were collected. The data was analyzed using Structural Equation Modeling (SEM) techniques. The results show that perceived control, perceived usefulness, perceived reliability and perceived convenience had positive impact on service quality, which further positively impacted subsequent experiences, including value and customer satisfaction. Among these attributes, perceived usefulness had the most significant impact. In the urgent needs situation, the impact of perceived control significantly decreased while the impact of perceived usefulness significantly increased.
In conclusion, perceived control, perceived usefulness, perceived reliability and perceived convenience are key factors impacting the service quality of the virtual assistants. Among them, perceived usefulness is the most important one. The results extend previous Self-Service Technology (SST) research because we further explain which SST attributes have impacts on service quality during the use of it. And the results show that these attributes may have different level of impacts in the urgent needs situation. Finally, the results enable enterprises to understand the aspects consumers pay more attention to and can be used as the reference while implementing the virtual assistants to create better products to the demands of the market.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 智慧語音助理 6
第二節 科技接受模式及延伸理論 7
第三節 自助服務科技 10
第四節 緊急需求 16
第五節 服務品質 17
第六節 知覺價值 18
第七節 顧客滿意度 19
第三章 研究方法 20
第一節 研究架構 20
第二節 研究假說 21
第三節 研究變項與操作型定義 26
第四節 研究變項的衡量方法 27
第五節 資料蒐集 28
第六節 資料分析方法 29
第四章 資料分析結果 32
第一節 資料蒐集 32
第二節 樣本基本資料分析 33
第三節 信度分析 40
第四節 效度分析 41
第五節 結構方程模式分析 45
第六節 研究發現 55
第五章 結論與建議 57
第一節 研究結論 58
第二節 研究貢獻與建議 59
第三節 研究限制 60
第四節 未來研究方向與建議 61
參考文獻 63
附錄－問卷設計 81		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106356012en_US
dc.subject (關鍵詞) 智慧語音助理zh_TW
dc.subject (關鍵詞) 自助服務科技zh_TW
dc.subject (關鍵詞) 服務品質zh_TW
dc.subject (關鍵詞) 顧客滿意度zh_TW
dc.subject (關鍵詞) 緊急需求的影響zh_TW
dc.subject (關鍵詞) Virtual assistantsen_US
dc.subject (關鍵詞) Self-service technologyen_US
dc.subject (關鍵詞) Service qualityen_US
dc.subject (關鍵詞) Customer satisfactionen_US
dc.subject (關鍵詞) Urgent needsen_US
dc.title (題名) 智慧語音助理服務品質與滿意前因之研究zh_TW
dc.title (題名) Antecedents of Service Quality and Customer Satisfaction of Virtual Assistantsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) EET Taiwan，智慧音箱市場成長顯著　出貨上看2億台，上網日期108年5月7日，檢自：https://www.eettaiwan.com/news/article/20190130NT21-smart-speaker-market-2018
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dc.identifier.doi (DOI) 10.6814/NCCU201900461en_US