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題名 聊天機器人之採用行為與顧客品牌關係之研究
A Study on the Adoption Behavior of Chatbots and Customer Brand Relationships作者 王若璇
Wang, Jo-Hsuan貢獻者 陳建維
Chen, Chien Wei
王若璇
Wang, Jo-Hsuan關鍵詞 品牌聊天機器人
科技接受模型
顧客品牌關係日期 2022 上傳時間 1-Jul-2022 15:58:56 (UTC+8) 摘要 聊天機器人透過電腦程式設計與人工智慧技術的應用，藉由預先設定的腳本或是自然語言處理技術模擬如真人般的對話。自2016年Meta (前身為臉書)與微軟開放各自通訊平台的聊天機器人開發資源後，聊天機器人開始成為許多品牌積極開發的行銷溝通工具，其主要目的包括將聊天機器人設計為全時段的客戶服務以分擔真人客服的工作量；或者品牌會根據活動與優惠檔期設計聊天機器人以增加期間內與消費者的互動；品牌亦可以將聊天機器人互動中所蒐集到的消費者行為資料加以分析，達到更加精準的行銷目標。本研究欲探討品牌在推出品牌聊天機器人時消費者的知覺感受將如何影響消費者的滿意度與持續使用意圖，以及研究品牌推出聊天機器人是否可以真的幫助到品牌長期與與消費者維繫關係並且值得品牌持續投入開發。本研究架構包含消費者的感知有用性、感知易用性、感知享受與感知風險，使用品牌聊天機器人後的滿意度與持續使用意願，以及品牌效益相關變數，透過問卷調查的方式探討知覺感受如何影響品牌聊天機器人的滿意度與持續使用意圖，並探討品牌聊天機器人的使用體驗如何影響顧客語品牌的關係。最後總共回收有效問卷236份，研究結果顯示：正向的感知有用性、感知易用性與感知享受皆有助於提升消費者對品牌聊天機器人的滿意度與持續使用意圖，而越高的感知易用性則會提升感知有用性。感知風險則是負向影響消費者對品牌聊天機器人的滿意度與持續使用意圖。此外，正向的聊天機器人使用體驗將提高消費者與品牌互動的意願，而如果品牌聊天機器人讓消費者有較高的社會臨場感將會強化其與品牌持續互動的意願，並且有助於進一步幫助消費者成為品牌的忠誠顧客。最後，消費者對於使用品牌聊天機器人的自我效能並不會在模型中產生調節效果，個人資訊科技創新程度則是會產生負向顯著的調節效果。 參考文獻 一、中文文獻1.王昊奮、邵浩、李方圓、張凱、宋亞楠 (2019)。中文自然語言處理實戰:聊天機器人與深度學習整合應用。台灣：博碩。2.數位時代(2019)。真人吃不下的客服量，它30秒搞定！3個成功案例，看Chatbot「聊」出大商機。民111年5月28日，取自：https://www.bnext.com.tw/article/54610/chatbot-kfc-skyscanner3.Chatisfy. 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國立政治大學
國際經營與貿易學系
109351011資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109351011 資料類型 thesis dc.contributor.advisor 陳建維 zh_TW dc.contributor.advisor Chen, Chien Wei en_US dc.contributor.author (Authors) 王若璇 zh_TW dc.contributor.author (Authors) Wang, Jo-Hsuan en_US dc.creator (作者) 王若璇 zh_TW dc.creator (作者) Wang, Jo-Hsuan en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Jul-2022 15:58:56 (UTC+8) - dc.date.available 1-Jul-2022 15:58:56 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2022 15:58:56 (UTC+8) - dc.identifier (Other Identifiers) G0109351011 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140548 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 109351011 zh_TW dc.description.abstract (摘要) 聊天機器人透過電腦程式設計與人工智慧技術的應用，藉由預先設定的腳本或是自然語言處理技術模擬如真人般的對話。自2016年Meta (前身為臉書)與微軟開放各自通訊平台的聊天機器人開發資源後，聊天機器人開始成為許多品牌積極開發的行銷溝通工具，其主要目的包括將聊天機器人設計為全時段的客戶服務以分擔真人客服的工作量；或者品牌會根據活動與優惠檔期設計聊天機器人以增加期間內與消費者的互動；品牌亦可以將聊天機器人互動中所蒐集到的消費者行為資料加以分析，達到更加精準的行銷目標。本研究欲探討品牌在推出品牌聊天機器人時消費者的知覺感受將如何影響消費者的滿意度與持續使用意圖，以及研究品牌推出聊天機器人是否可以真的幫助到品牌長期與與消費者維繫關係並且值得品牌持續投入開發。本研究架構包含消費者的感知有用性、感知易用性、感知享受與感知風險，使用品牌聊天機器人後的滿意度與持續使用意願，以及品牌效益相關變數，透過問卷調查的方式探討知覺感受如何影響品牌聊天機器人的滿意度與持續使用意圖，並探討品牌聊天機器人的使用體驗如何影響顧客語品牌的關係。最後總共回收有效問卷236份，研究結果顯示：正向的感知有用性、感知易用性與感知享受皆有助於提升消費者對品牌聊天機器人的滿意度與持續使用意圖，而越高的感知易用性則會提升感知有用性。感知風險則是負向影響消費者對品牌聊天機器人的滿意度與持續使用意圖。此外，正向的聊天機器人使用體驗將提高消費者與品牌互動的意願，而如果品牌聊天機器人讓消費者有較高的社會臨場感將會強化其與品牌持續互動的意願，並且有助於進一步幫助消費者成為品牌的忠誠顧客。最後，消費者對於使用品牌聊天機器人的自我效能並不會在模型中產生調節效果，個人資訊科技創新程度則是會產生負向顯著的調節效果。 zh_TW dc.description.tableofcontents 謝辭 i摘要 ii目次 iii圖次 v表次 iv第一章 緒論 1第一節 研究動機與背景 1第二節 研究目的 5第三節 研究流程 6第二章 文獻探討 7第一節 聊天機器人定義及應用 7第二節 聊天機器人之採用因素 13第三節 顧客品牌關係 18第三章 研究方法 22第一節 研究架構 22第二節 研究假說 23第三節 操作型定義與問項設計 29第四節 研究設計 36第四章 研究結果 38第一節 樣本結構分析 38第二節 因素與信度分析 42第三節 迴歸分析 63第五章 結論與建議 74第一節 研究結果與討論 74第二節 實務管理意涵 82第三節 研究限制與後續建議 84參考文獻 86附錄 正式問卷 100 zh_TW dc.format.extent 2683326 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109351011 en_US dc.subject (關鍵詞) 品牌聊天機器人 zh_TW dc.subject (關鍵詞) 科技接受模型 zh_TW dc.subject (關鍵詞) 顧客品牌關係 zh_TW dc.title (題名) 聊天機器人之採用行為與顧客品牌關係之研究 zh_TW dc.title (題名) A Study on the Adoption Behavior of Chatbots and Customer Brand Relationships en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻1.王昊奮、邵浩、李方圓、張凱、宋亞楠 (2019)。中文自然語言處理實戰:聊天機器人與深度學習整合應用。台灣：博碩。2.數位時代(2019)。真人吃不下的客服量，它30秒搞定！3個成功案例，看Chatbot「聊」出大商機。民111年5月28日，取自：https://www.bnext.com.tw/article/54610/chatbot-kfc-skyscanner3.Chatisfy. 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