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題名 探討聊天機器人之特性對線上顧客體驗及滿意度之影響—以 Facebook Messenger 為例
Exploring the Impact of the Characteristics of Chatbots on Online Customer Experience and Satisfaction—Take Facebook Messenger as an Example.
作者 李采軒
Li, Tsai-Hsuan
貢獻者 陳憶寧
Chen,Yi-Ning
李采軒
Li, Tsai-Hsuan
關鍵詞 聊天機器人
Facebook Messenger
顧客線上體驗
顧客滿意度
科技準備度
Chatbot
Facebook Messenger
Online customer experience
Customer satisfaction
Technology readiness
日期 2022
上傳時間 1-Jul-2022 16:37:54 (UTC+8)
摘要 Facebook 開放聊天機器人 API 後，許多企業開始將品牌粉絲專頁導入聊天 機器人，使用者與聊天機器人互動以獲取產品、服務相關信息或線上訂購產品等 全年無休的服務。本研究欲探討 Facebook Messenger 聊天機器人的特性對顧客線 上經驗及滿意度的影響，以科技接受模式與資訊系統成功模式為理論基礎，測量 聊天機器人的正確性、回應時間及擬人化特質對顧客線上經驗及滿意度的影響， 並納入科技準備度以了解個人對新科技的態度是否會調節顧客的滿意度。在網路 上招募 343 位曾經使用過 Facebook Messenger 聊天機器人的受測者並使用結構 方程模式進行研究分析，研究結果顯示，聊天機器人的正確性、回應時間及擬人 化特質對外在價值有正向影響，聊天機器人的正確性及擬人化特質對內在價值有 正向影響，回應時間對內在價值為負向影響，然而，科技準備度對線上顧客體驗 及顧客滿意度並無調節效果。
Many companies have begun to import chatbots on their Facebook fan pages since Facebook opened up the Messenger API to all developers. Users can obtain information about products, services or order products online 24/7 by interacting with chatbots. This study aims to explore the impact of the characteristics of Facebook Messenger chatbots on customer online experience and satisfaction on the basis of Technology Acceptance Model and Information System Success Model. Taking the accuracy, response time and anthropomorphic characteristics of chatbots as variables, we also incorporate technology readiness as moderator to understand whether personal attitudes toward new technology moderate customer satisfaction. Structural equation modeling is employed to analyze survey data collected from 343 Facebook Messenger chatbot users recruited via online. The results showed that the accuracy, response time and anthropomorphic characteristics of chatbot had positive impact on external value, and the accuracy and anthropomorphic characteristics of chatbot had positive impact on internal value, but the response time of chatbot had negative impact on internal value. However, technology readiness had no moderating effect on online customer experience and customer satisfaction.
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描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
109464051
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109464051
資料類型 thesis
dc.contributor.advisor 陳憶寧zh_TW
dc.contributor.advisor Chen,Yi-Ningen_US
dc.contributor.author (Authors) 李采軒zh_TW
dc.contributor.author (Authors) Li, Tsai-Hsuanen_US
dc.creator (作者) 李采軒zh_TW
dc.creator (作者) Li, Tsai-Hsuanen_US
dc.date (日期) 2022en_US
dc.date.accessioned 1-Jul-2022 16:37:54 (UTC+8)-
dc.date.available 1-Jul-2022 16:37:54 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2022 16:37:54 (UTC+8)-
dc.identifier (Other Identifiers) G0109464051en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140742-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 109464051zh_TW
dc.description.abstract (摘要) Facebook 開放聊天機器人 API 後，許多企業開始將品牌粉絲專頁導入聊天 機器人，使用者與聊天機器人互動以獲取產品、服務相關信息或線上訂購產品等 全年無休的服務。本研究欲探討 Facebook Messenger 聊天機器人的特性對顧客線 上經驗及滿意度的影響，以科技接受模式與資訊系統成功模式為理論基礎，測量 聊天機器人的正確性、回應時間及擬人化特質對顧客線上經驗及滿意度的影響， 並納入科技準備度以了解個人對新科技的態度是否會調節顧客的滿意度。在網路 上招募 343 位曾經使用過 Facebook Messenger 聊天機器人的受測者並使用結構 方程模式進行研究分析，研究結果顯示，聊天機器人的正確性、回應時間及擬人 化特質對外在價值有正向影響，聊天機器人的正確性及擬人化特質對內在價值有 正向影響，回應時間對內在價值為負向影響，然而，科技準備度對線上顧客體驗 及顧客滿意度並無調節效果。zh_TW
dc.description.abstract (摘要) Many companies have begun to import chatbots on their Facebook fan pages since Facebook opened up the Messenger API to all developers. Users can obtain information about products, services or order products online 24/7 by interacting with chatbots. This study aims to explore the impact of the characteristics of Facebook Messenger chatbots on customer online experience and satisfaction on the basis of Technology Acceptance Model and Information System Success Model. Taking the accuracy, response time and anthropomorphic characteristics of chatbots as variables, we also incorporate technology readiness as moderator to understand whether personal attitudes toward new technology moderate customer satisfaction. Structural equation modeling is employed to analyze survey data collected from 343 Facebook Messenger chatbot users recruited via online. The results showed that the accuracy, response time and anthropomorphic characteristics of chatbot had positive impact on external value, and the accuracy and anthropomorphic characteristics of chatbot had positive impact on internal value, but the response time of chatbot had negative impact on internal value. However, technology readiness had no moderating effect on online customer experience and customer satisfaction.en_US
dc.description.tableofcontents 第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第貳章 文獻探討 4
第一節 聊天機器人與行銷應用 4
第二節 使用聊天機器人之理論 6
第三節 使用聊天機器人之因素 8
第四節 線上顧客體驗 11
第五節 顧客滿意度 14
第六節 科技準備度 17
第參章 研究方法 20
第一節 研究架構 20
第二節 研究設計與資料蒐集 21
第三節 操作型定義研究變項 22
第四節 問卷設計與前測 24
第肆章 研究結果 29
第一節 描述性統計 29
第二節 信度與效度分析 30
第三節 研究問題與假設驗證 34
第五章 結論與建議 39
第一節 研究結論 39
第二節 研究限制與未來建議 43
參考文獻 47
附錄 64		zh_TW
dc.format.extent 1693637 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109464051en_US
dc.subject (關鍵詞) 聊天機器人zh_TW
dc.subject (關鍵詞) Facebook Messengerzh_TW
dc.subject (關鍵詞) 顧客線上體驗zh_TW
dc.subject (關鍵詞) 顧客滿意度zh_TW
dc.subject (關鍵詞) 科技準備度zh_TW
dc.subject (關鍵詞) Chatboten_US
dc.subject (關鍵詞) Facebook Messengeren_US
dc.subject (關鍵詞) Online customer experienceen_US
dc.subject (關鍵詞) Customer satisfactionen_US
dc.subject (關鍵詞) Technology readinessen_US
dc.title (題名) 探討聊天機器人之特性對線上顧客體驗及滿意度之影響—以 Facebook Messenger 為例zh_TW
dc.title (題名) Exploring the Impact of the Characteristics of Chatbots on Online Customer Experience and Satisfaction—Take Facebook Messenger as an Example.en_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202200545en_US