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題名 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作者 張家欣
Chang, Chia-Hsin貢獻者 彭志宏<br>梁定澎
Peng, Chih-Hung<br>Liang, Ting-Peng
張家欣
Chang, Chia-Hsin關鍵詞 數位助理
擬人化
社會距離
購買意願
Anthropomorphism
Social Distance
Purchase Intention日期 2021 上傳時間 2-九月-2021 15:59:05 (UTC+8) 摘要 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。 參考文獻 中文文獻1.乔 均，史慧慧 (2020)。品牌擬人化對消費者購買意愿的影響研究——基于心理距離和信息處理流暢性雙重視角。南京财经大学学报( 双月刊)，2020 年第 5 期( 总第 225 期) 。2.柴康偉，歐瑋明，林靖昇，施呈霖(2017)。服務品質與品牌形象對購買意願之影響。管理資訊計算，2017年第6卷特刊4，第122-131頁。3.王欣瑜，許芷菱 (2018)。虛擬語音助理市場研究－以Siri與Google Assistant為例。2018第20屆科際整合管理研討會，6月9日，台北。4.齐文娥，林 川(2018)。消費者生鮮農產品購買意愿影響因素分析。华南农业大学学报(社会科学版)，2018 年第 1 期( 第 17 卷) 。5.李 伟，蒋玉石，苗 苗，王钰灵 (2020)。基于不同视觉对象结构的拟人化广告形象生动性 对消费者产品态度影响研究。信息系统学报 第 22 辑，2020年，6月1號。6.周伯瑄(2019)。烤箱人還是披薩人？產品擬人化與成效擬人化對消費者購買意願之影響。國立中興大學行銷學系碩士論文，台中市。7.周梅华，李佩镅，牟宇鹏 (2015)。在線評論對消費者購買意愿的影響——心理距離的中介作用。软科学，2015 年 1 月·第 29 卷·第 1 期(总第 181 期) 。8.洪明緯 (2016)。品牌擬人化類型對消費者購買意願之影響。國立中興大學行銷學系碩士論文，台中市。9.蕭宇真(2020)。 人工智慧語音助理服務辨識程度與使用意願關聯之研究。國立臺北大學企業管理學系碩士論文，台北市。10.衡书鹏，赵换方，孙丽君，周宗奎 (2019)。虚拟销售代理的拟人效应。心理科学进展 2019, Vol. 27, No. 5, 884–90411.駱俞儒(2019)。機器人擬人化對服務品質的影響。銘傳大學國際企業學系碩士班 碩士論文 ，台北市。英文文獻1.Adam Waytz , Joy Heafner , Nicholas Epley (2014). 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國立政治大學
資訊管理學系
108356030資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108356030 資料類型 thesis dc.contributor.advisor 彭志宏<br>梁定澎 zh_TW dc.contributor.advisor Peng, Chih-Hung<br>Liang, Ting-Peng en_US dc.contributor.author (作者) 張家欣 zh_TW dc.contributor.author (作者) Chang, Chia-Hsin en_US dc.creator (作者) 張家欣 zh_TW dc.creator (作者) Chang, Chia-Hsin en_US dc.date (日期) 2021 en_US dc.date.accessioned 2-九月-2021 15:59:05 (UTC+8) - dc.date.available 2-九月-2021 15:59:05 (UTC+8) - dc.date.issued (上傳時間) 2-九月-2021 15:59:05 (UTC+8) - dc.identifier (其他 識別碼) G0108356030 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136852 - 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) 108356030 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.tableofcontents 摘要 5第一章 緒論 6第一節 研究背景與動機 6第二節 研究目的 10第三節 研究流程 11第二章 文獻探討 12第一節 擬人化(Anthropomorphism) 12第二節 社會距離 18第三節 購買意願 20第三章 研究架構與方法 23第一節 研究架構 23第二節 研究假說 23第三節 研究方法 27第四節 實驗設計 30第四章 研究結果與分析 37第一節 資料收集與樣本結構分析 38第二節 樣本檢驗與信效度分析 41第三節 研究假說檢定44第四節 研究結果彙整 46第五章 研究結論與貢獻 48第一節 研究結論 48第二節 研究貢獻 51第三節 研究限制與建議 53參考文獻 54附錄 61 zh_TW dc.format.extent 2475750 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108356030 en_US dc.subject (關鍵詞) 數位助理 zh_TW dc.subject (關鍵詞) 擬人化 zh_TW dc.subject (關鍵詞) 社會距離 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) Anthropomorphism en_US dc.subject (關鍵詞) Social Distance en_US dc.subject (關鍵詞) Purchase Intention en_US dc.title (題名) 數位助理之擬人化程度對社會距離與購買意願的影響 zh_TW dc.title (題名) The Influence of Anthropomorphism on Social Distance and Purchase Intention en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻1.乔 均，史慧慧 (2020)。品牌擬人化對消費者購買意愿的影響研究——基于心理距離和信息處理流暢性雙重視角。南京财经大学学报( 双月刊)，2020 年第 5 期( 总第 225 期) 。2.柴康偉，歐瑋明，林靖昇，施呈霖(2017)。服務品質與品牌形象對購買意願之影響。管理資訊計算，2017年第6卷特刊4，第122-131頁。3.王欣瑜，許芷菱 (2018)。虛擬語音助理市場研究－以Siri與Google Assistant為例。2018第20屆科際整合管理研討會，6月9日，台北。4.齐文娥，林 川(2018)。消費者生鮮農產品購買意愿影響因素分析。华南农业大学学报(社会科学版)，2018 年第 1 期( 第 17 卷) 。5.李 伟，蒋玉石，苗 苗，王钰灵 (2020)。基于不同视觉对象结构的拟人化广告形象生动性 对消费者产品态度影响研究。信息系统学报 第 22 辑，2020年，6月1號。6.周伯瑄(2019)。烤箱人還是披薩人？產品擬人化與成效擬人化對消費者購買意願之影響。國立中興大學行銷學系碩士論文，台中市。7.周梅华，李佩镅，牟宇鹏 (2015)。在線評論對消費者購買意愿的影響——心理距離的中介作用。软科学，2015 年 1 月·第 29 卷·第 1 期(总第 181 期) 。8.洪明緯 (2016)。品牌擬人化類型對消費者購買意願之影響。國立中興大學行銷學系碩士論文，台中市。9.蕭宇真(2020)。 人工智慧語音助理服務辨識程度與使用意願關聯之研究。國立臺北大學企業管理學系碩士論文，台北市。10.衡书鹏，赵换方，孙丽君，周宗奎 (2019)。虚拟销售代理的拟人效应。心理科学进展 2019, Vol. 27, No. 5, 884–90411.駱俞儒(2019)。機器人擬人化對服務品質的影響。銘傳大學國際企業學系碩士班 碩士論文 ，台北市。英文文獻1.Adam Waytz , Joy Heafner , Nicholas Epley (2014). The mind in the machine- Anthropomorphism increases trust in an autonomous vehicle. Journal of Experimental Social Psychology 52 (2014) 113–117.2.Aggarwal, P. and McGill, A.L. When brands seem human, do humans act like brands? Automatic behavioral priming effects of brand anthropomorphism. Journal of consumer research, 39, 2 (2011), 307–323.3.Aggarwal, P., & McGill, A. L. (2007). Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products. Journal of consumer research, 34(4), 468-479.4.Ben Sheehan, Hyun Seung Jin, Udo Gottlieb(2020). Customer service chatbots: Anthropomorphism and adoption. Journal of Business Research 115 (2020) 14–245.Blanca Hernández-Ortega(2018). Don’t believe strangers: Online consumer reviews and the role of social psychological distance. Information & Management 55 (2018) 31–506.Bray, J. P., 2008. Consumer Behaviour Theory: Approaches and Models. Discussion Paper. Unpublished. (Unpublished)7.Carol F. Surprenant, Michael R. 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