- 學位論文
我的樣子您還滿意嗎?聊天機器人頭像類型對購買意願之影響
Are You Satisfied With My Appearance? The Impact of Chatbot Avatar Types on Purchase Intention
摘要
人工智慧（AI）為未來世代創造新價值，其中商業化增長最快的領域為電子商務，尤其是與消費者互動及交流的人工智慧虛擬代理與推薦系統，例如聊天機器人及虛擬助手，表示聊天機器人成為行銷的一大躍進。聊天機器人的頭像為消費者與企業互動的重要因素，不同擬人化程度的虛擬頭像，使消費者對於企業有不同的感知，甚至影響到購買意願。其發展可以降低企業成本，也能對消費者達到偏好性服務。本研究以實驗設計法探討AI聊天機器人推薦頭像類型對可信度與消費者購買意願之影響，共12個實驗組別。以不同擬人化程度的頭像類型（機器人/男擬真人/女擬真人） × 產品類型（功利性產品/享樂性產品） × 訊息訴求（理性訴求/感性訴求）對可信度與購買意願的影響。本研究共回收434份有效問卷進行研究。研究結果表明以下幾點。首先，擬真人頭像與機器人頭像對可信度影響並無顯著差異。其次，當產品為功利性產品時，擬真人頭像與機器人頭像對可信度並無顯著差異，但男擬真人頭像會顯著高於女擬真人頭像。第三，當產品為享樂性產品時，擬真人頭像的可信度會顯著高於機器人頭像，其中女性擬真人頭像會高於男性擬真人頭像。第四，當訊息訴求為理性時，擬真人頭像與機器人頭像對消費者購買意願並無顯著影響，但男性擬真人頭像會高於女性擬真人頭像。第五，當訊息訴求為感性時，擬真人頭像對消費者購買意願的影響會顯著高於機器人頭像，其中女性擬真人頭像會高於男性擬真人頭像。最後，可信度越高，購買意願越高。本研究之結果能幫助企業未來針對不同產品與訴求，設計能增進消費者偏好的頭像類型及行銷策略。
並列摘要
Artificial intelligence (AI) has created new value for future generations. The fastest-growing field of AI commercialization is e-commerce, particularly AI virtual agents and recommendation systems that communicate and interact directly with consumers, such as chatbots and virtual assistants. This means that chatbots have taken a great leap forward in marketing. A chatbot avatar is an important factor in the interaction between consumers and companies. Virtual avatars with different levels of anthropomorphism cause consumers to have different perceptions of the company and even influence purchase intention. AI development can not only reduce business costs but also achieve preferential consumer service. This study used an experimental design method and a total of 12 experimental groups to explore the credibility and purchase intention of different avatar types of AI chatbot recommendations. The influence of different levels of anthropomorphic avatar types (robot-like/male human-like/female human-like) × product type (utilitarian product/hedonic product) × message appeal (rational appeal/emotional appeal) on credibility and purchase intention. In total, 434 valid questionnaires were collected. The results indicated the following points. First, there is no significant difference in credibility between human-like and robot-like avatars. Second, when the product type is utilitarian, human-like and robot-like avatars have no significant difference in credibility, but the male human-like avatar will have higher credibility than the female human-like avatar. Third, when the product type is hedonic, a human-like avatar has higher credibility than a robot-like avatar, and a female human-like avatar has higher credibility than a male human-like avatar. Fourth, when the message appeal is rational, human-like and robot-like avatars have no significant influence on consumer purchase intention, but male human-like avatars have a more significant influence than female human-like avatars. Fifth, when the message appeal is emotional, a human-like avatar has a significantly higher influence on consumer purchase intention than a robot-like avatar, and a female human-like avatar has a higher influence than a male human-like avatar. Finally, the higher the credibility, the higher the consumer purchase intention. The results of this study will help companies create avatar types and develop marketing strategies that aim at different product types and message appeal to enhance consumer preferences.