- 學位論文
對AI客服機器人信任和滿意度之前因探討及其對購買意願之影響
Exploring the antecedents and effects of the trust and satisfaction of AI Chatbot
摘要
隨著人工智慧(Artificial Intelligence, AI)應用的多樣化，目前也越來越多的線上AI客服開發商出現，結合AI與大數據製作出AI客服機器人，為企業提供24小時的線上客服，而企業也逐漸開始採用AI客服機器人，希望能提供更完善的服務整合來增強消費者的購物體驗。目前AI技術在圖像和語音識別、大數據分析領域、醫療領域、工程領域已經被廣泛的探討研究，但目前關於AI客服機器人作為電子商務客服目的工具之優勢的研究很少。因此，如何利用AI客服機器人提升消費者的購買意圖是個大的挑戰，找出影響購買意圖之因素是個重要的議題，唯有了解消費者對AI客服機器人的看法，才能幫助線上AI客服開發商及電子商務企業針對其AI客服機器人內容與功能進行改善，提供消費者更完善的服務體驗，以提高消費者之購買意圖。本研究以「服務品質」與「創新擴散理論」為基礎建立研究模型，並結合影響AI應用的相關因素「擬人化」，深入探討「對服務的信任」和「對服務的滿意度」對於消費者「對服務的態度」與「購買意圖」的影響，並比較影響消費者態度與購買意圖的關鍵因素。本研究以網路問卷進行研究，並以結構化方程模式之偏最小平方法進行資料分析。研究結果發現服務品質之問題解決、使用者介面和創新擴散理論之相對優勢會顯著影響對服務的信任和對服務的滿意度，進而影響對服務的態度與購買意圖。本研究之結果與討論有助於了解如何提升消費者對於AI客服機器人之購買意圖，可供學者、AI科技商及電子商務企業參考。
並列摘要
Artificial Intelligence (AI) Chatbot have become popular in recent years. Many companies are considering using the technology in customer service to attract more customers. AI Chatbot related technology can be used to enhance customers' shopping experience and purchase intention. Many past AI related studies mainly focus on image recognition or speech recognition, big data analysis, healthcare, and engineering fields, but few studies explore the effects of AI technology in online contexts. Therefore, this study intends to explore the effects on online shopping contexts. A research model based on the model of service quality and diffusion of innovation theory was developed. Moreover, anthropomorphism, trust in service, satisfaction with service, and attitude toward service were also considered in the model. An empirical study was carried out by an online survey questionnaire, data collected from the survey were analyzed by partial least squares structural equation modeling (PLS-SEM). The study found problem-solving, user interface, relative advantage significantly affected trust in service and satisfaction with service which in turn affected attitude toward service and purchase intention. Finally, the finding and results can be provided for AI technology developers and e-commerce service providers.