跨域職能提升－應用聊天機器人於運動休閒之營收管理課程之學習效果之影響

緒論：因應人工智慧（artificial intelligence, AI）的日新月異，學生對於手機愛不釋手，因此，在教學現場中加上目前新興的AI內的聊天機器人（chatbots）訓練，搭配聊天機器人設計商業模式（chatbot design canvas）的理論架構，結合營收管理理論，實際協助七家運動休閒業者的營收管理，也作為提升運休碩士生的職能訓練。首先將以營收管理的課程為研究科目，教導營收管理相關理論與聊天機器人設計畫布，修課同學分成七組，應用專案基礎學習法與營收管理知識，實際讓學生協助七組運動休閒業者設計聊天機器人，再以問卷調查探究加入聊天機器人之課程情境興趣是否會對於課程滿意度與就業職能有顯著影響，課程滿意度是否為加入聊天機器人之課程情境興趣與學習效果之中介變數，並檢驗聊天機器人對於運休業之消費者之滿意度，方法：本研究分成二個研究場景，研究一針對修習營收管理課程之學生發放問卷，回收有效問卷71份，研究二針對使用聊天機器人之消費者為研究對象，回收有效問卷236份。以Smart PLS 3.0進行路徑分析，結果：研究結果顯示，修課學生的課程情境興趣對於課程滿意度、學習效果與就業職能有正向顯著影響；課程滿意度為情境興趣與學習效果之中介變項；研究二之消費者在使用聊天機器人之後，對於聊天機器人之五大行銷效能（互動性、娛樂性、趨勢性、客製化程度與問題解決性）可以透過傳遞訊息的準確性、可靠性與溝通能力正向影響顧客滿意度，結論：顯示聊天機器人的確增加消費者滿意度，教學反思與學生反思帶給未來授課老師參考與建議。

關鍵字

聊天機器人設計商業模式；營收與利潤課程；學習效果；專案基礎學習法

並列摘要

Introduction: Because of the increasing popularity of artificial intelligence (AI), most students are interested in installing AI applications on their mobile phones. This research focused on the use of Chatbot Design Canvas and related chatbot software design, with seven teams completing a chatbot design and competition in the revenue management course. Methodology: This research included two studies. In the first study, a questionnaire was distributed to 71 students to investigate the determinants of the learning effect and employability of a chatbot design. In the second study, a questionnaire was distributed to 236 customers who experienced the chatbot application. The second study aimed to understand the determinants of satisfaction with chatbots. In addition, it overviewed the impact of course topic interest on learning outcomes and the role of course satisfaction in mediating the relationship between course topic interest and learning outcomes. This research used Smart PLS 3.0 for path analysis. Results: The empirical results of the first study showed that situational interest had a significant positive impact on course satisfaction, learning effects, and chatbot employability. Course satisfaction was a partial mediator between situational interest and the learning effect. The empirical results of the second study of consumers who had experienced the chatbot dialog showed that the five constructs (interaction, entertainment, trendiness, customization, and problem-solving) of chatbot marketing efforts had significantly positive impacts on consumer satisfaction through the mediating roles of accuracy, credibility, and communication competence. Conclusion: These results showed that the chatbot increased customer satisfaction. The reflections of the teacher and students could provide educators with directions and suggestions for future improvement of the revenue management course.

並列關鍵字

chatbot design canvas ； the revenue and profitability management course ； learning outcome ； project-based learning method

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