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題名 捐贈情境中的服務機器人：正式與非正式語言使用之比較
Service Robots in the Donation Context: A Comparison of Formal and Informal Language Use
作者 高于涵
Kao, Yu-Han
貢獻者 朴星俊
Park, Sung-Jun
高于涵
Kao, Yu-Han
關鍵詞 服務機器人接受度
正式與非正式溝通風格
行為意圖
捐贈意願
對社會議題資訊的探索意願
Service Robots Acceptance
Formal and Informal Communication Style
Behavioral Intention
Willingness to Donate
Willingness to Seek Information about Social Issues
日期 2025
上傳時間 2-Jun-2025 14:42:17 (UTC+8)
摘要 隨著服務機器人逐漸導入各種服務場域，其溝通風格對於影響消費者的感受、認同與參與意願程度方面，扮演了關鍵性的角色之一。服務機器人不僅改變了人機互動的方式，也重新定義了顧客體驗。然而，現有文獻中對於「消費者接受度」在「服務機器人溝通風格」與「消費者態度與行為意圖」之間所扮演的中介角色，尚缺乏系統性的論證。 本研究旨在探討服務機器人的溝通風格（正式 vs. 非正式）與消費者對服務機器人接受度對其行為意圖，特別是在捐贈意願與對社會議題資訊的探索意願的影響關係。本研究採用問卷調查法，隨機分配 408 位受試者至不同溝通風格的實驗情境中，並蒐集其回饋以進行後續分析。資料分析方面，本研究使用描述性統計分析受試者的人口背景資料，透過獨立樣本 t 檢定進行操作檢查，並以可信度分析去測量量表的一致性。此外，本研究進一步採用迴歸分析與中介效果進行分析，以檢驗研究假設的合理性。研究結果顯示，消費者對服務機器人的接受度扮演著中介變項，而採用正式語調溝通風格的服務機器人，會顯著提升消費者捐贈意願及對社會議題資訊的探索意願的程度。本研究不僅擴展了溝通風格對服務機器人與人互動研究的應用範疇，亦為未來服務機器人的設計與溝通策略提供了重要的理論依據與實務建議。
In the contemporary era of the rising prevalence of robots and artificial intelligence, the opportunities for interaction between robots and humans have significantly increased. Robots are now capable of engaging in conversations with humans using realistic speech. Furthermore, charitable activities and donations play a crucial role in social well-being. Understanding how service robots, through formal and informal communication styles across different service domains, influence users’ perceptions in donation and information-seeking initiatives can enhance the societal value of service robots. This study examined the impact of service robots’ formal and informal communication styles on consumers’ prosocial behavioral intentions, specifically their willingness to donate and willingness to seek information about social issues with consumer acceptance acting as a mediating factor. Basic descriptive statistics was used to analyze biographical information, independent t-tests were conducted for manipulation checks, reliability tests were used to assess measurement consistency, and regression and mediation analyses were performed to test the hypotheses. The results (n = 408) indicate that service robots using a formal communication style are more likely to enhance consumer willingness to donate and willingness to seek information about social issues. Mediation effect analysis further reveals that formal language positively influences donation and information-seeking through the mediating variable of perceived acceptance.
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Marketing robot services in hospitality and tourism: the role of anthropomorphism. Journal of Travel & Tourism Marketing, 36(7), 784–795. https://doi.org/10.1080/10548408.2019.1571983 Odekerken-Schröder, G., Mennens, K., Steins, M., & Mahr, D. (2021). The service triad: an empirical study of service robots, customers and frontline employees. Journal of Service Management, 33(2), 246–292. https://doi.org/10.1108/josm-10-2020-0372 Pavlick, E., & Tetreault, J. (2016). An Empirical analysis of formality in online communication. Transactions of the Association for Computational Linguistics, 4, 61–74. https://doi.org/10.1162/tacl_a_00083 Pfeiffer, B. E., Sundar, A., & Cao, E. (2022). The influence of language style (formal vs. colloquial) on the effectiveness of charitable appeals. Psychology and Marketing, 40(3), 542–553. https://doi.org/10.1002/mar.21729 Sadowski, S., De Hoop, H., & Meijburg, L. (2024). You can help us! 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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363103
資料類型 thesis
dc.contributor.advisor 朴星俊zh_TW
dc.contributor.advisor Park, Sung-Junen_US
dc.contributor.author (Authors) 高于涵zh_TW
dc.contributor.author (Authors) Kao, Yu-Hanen_US
dc.creator (作者) 高于涵zh_TW
dc.creator (作者) Kao, Yu-Hanen_US
dc.date (日期) 2025en_US
dc.date.accessioned 2-Jun-2025 14:42:17 (UTC+8)-
dc.date.available 2-Jun-2025 14:42:17 (UTC+8)-
dc.date.issued (上傳時間) 2-Jun-2025 14:42:17 (UTC+8)-
dc.identifier (Other Identifiers) G0111363103en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/157224-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 111363103zh_TW
dc.description.abstract (摘要) 隨著服務機器人逐漸導入各種服務場域，其溝通風格對於影響消費者的感受、認同與參與意願程度方面，扮演了關鍵性的角色之一。服務機器人不僅改變了人機互動的方式，也重新定義了顧客體驗。然而，現有文獻中對於「消費者接受度」在「服務機器人溝通風格」與「消費者態度與行為意圖」之間所扮演的中介角色，尚缺乏系統性的論證。 本研究旨在探討服務機器人的溝通風格（正式 vs. 非正式）與消費者對服務機器人接受度對其行為意圖，特別是在捐贈意願與對社會議題資訊的探索意願的影響關係。本研究採用問卷調查法，隨機分配 408 位受試者至不同溝通風格的實驗情境中，並蒐集其回饋以進行後續分析。資料分析方面，本研究使用描述性統計分析受試者的人口背景資料，透過獨立樣本 t 檢定進行操作檢查，並以可信度分析去測量量表的一致性。此外，本研究進一步採用迴歸分析與中介效果進行分析，以檢驗研究假設的合理性。研究結果顯示，消費者對服務機器人的接受度扮演著中介變項，而採用正式語調溝通風格的服務機器人，會顯著提升消費者捐贈意願及對社會議題資訊的探索意願的程度。本研究不僅擴展了溝通風格對服務機器人與人互動研究的應用範疇，亦為未來服務機器人的設計與溝通策略提供了重要的理論依據與實務建議。zh_TW
dc.description.abstract (摘要) In the contemporary era of the rising prevalence of robots and artificial intelligence, the opportunities for interaction between robots and humans have significantly increased. Robots are now capable of engaging in conversations with humans using realistic speech. Furthermore, charitable activities and donations play a crucial role in social well-being. Understanding how service robots, through formal and informal communication styles across different service domains, influence users’ perceptions in donation and information-seeking initiatives can enhance the societal value of service robots. This study examined the impact of service robots’ formal and informal communication styles on consumers’ prosocial behavioral intentions, specifically their willingness to donate and willingness to seek information about social issues with consumer acceptance acting as a mediating factor. Basic descriptive statistics was used to analyze biographical information, independent t-tests were conducted for manipulation checks, reliability tests were used to assess measurement consistency, and regression and mediation analyses were performed to test the hypotheses. The results (n = 408) indicate that service robots using a formal communication style are more likely to enhance consumer willingness to donate and willingness to seek information about social issues. Mediation effect analysis further reveals that formal language positively influences donation and information-seeking through the mediating variable of perceived acceptance.en_US
dc.description.tableofcontents Acknowledgments i 摘要 ii Abstract iii List of Tables vi List of Figures vii Chapter 1 - Introduction 1 Chapter 2 - Literature Review 4 2.1 Service Robots and Their Role in Consumer Interactions 4 2.2 Communication Styles in Human-Robot Interaction 6 2.3 Technology Acceptance of Service Robots 9 Chapter 3 - Hypotheses 11 3.1 Influence of Service Robots’ Communication Style on Consumers’ Willingness to Donate and Willingness to Seek Information about Social Issues 11 3.2 Mediating Effect of Consumers’ Acceptance of Service Robots on Their Willingness to Donate and Willingness to Seek Information about Social Issues 12 Chapter 4 - Methods 16 4.1 Data Collection and Sampling 16 4.2 Survey Design 16 4.3 Analysis 18 Chapter 5 - Results 20 5.1 Demographic Profiles 20 5.2 Independent T-Test 21 5.3 Regression Analysis (Main Effect Analysis) 22 5.4 Reliability 23 5.5 Regression Analysis 24 5.6 Mediation Analysis 25 Chapter 6 - General Discussion 27 6.1 Theoretical Implications 28 6.2 Managerial Implications 28 6.3 Limitations and Future Research 30 References 32 Appendix 39zh_TW
dc.format.extent 1304037 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363103en_US
dc.subject (關鍵詞) 服務機器人接受度zh_TW
dc.subject (關鍵詞) 正式與非正式溝通風格zh_TW
dc.subject (關鍵詞) 行為意圖zh_TW
dc.subject (關鍵詞) 捐贈意願zh_TW
dc.subject (關鍵詞) 對社會議題資訊的探索意願zh_TW
dc.subject (關鍵詞) Service Robots Acceptanceen_US
dc.subject (關鍵詞) Formal and Informal Communication Styleen_US
dc.subject (關鍵詞) Behavioral Intentionen_US
dc.subject (關鍵詞) Willingness to Donateen_US
dc.subject (關鍵詞) Willingness to Seek Information about Social Issuesen_US
dc.title (題名) 捐贈情境中的服務機器人：正式與非正式語言使用之比較zh_TW
dc.title (題名) Service Robots in the Donation Context: A Comparison of Formal and Informal Language Useen_US
dc.type (資料類型) thesisen_US
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