透過智能客服與品牌建立擬社會關係-以UNIQLO智能客服為例

資訊科技及人工智慧的的快速發展，許多業者將智能客服應用在零售業情境中，品牌藉由智能客服來與顧客建立起猶如現實生活中之人際關係。以往相關研究鮮少將擬社會關係應用於顧客與品牌之關係，而品牌可以與顧客之間建立關係，因此本文以擬社會互動理論為基礎，將UNIQLO智能客服做為研究情境，探討智能客服的屬性（功能性、可信任性、效率、人性、回應性及數位參考服務）是否會影響消費者知覺互動，並引發與品牌之品牌體驗，進而促成品牌與顧客建立起擬社會關係。本研究以使用過UNIQLO智能客服的消費者為研究對象，採取問卷調查的方式，回收278份有效問卷，並以SPSS27、SmartPLS軟體進行資料分析，研究結果顯示智能客服屬性（可信任性、效率、人性、數位參考服務）對知覺互動有正向影響；知覺互動對品牌體驗及擬社會關係有正向影響；品牌體驗對擬社會關係有正向影響。本研究之結果將有助於零售業者導入智能客服做為顧客服務時之參考。

關鍵字

擬社會互動理論；智能客服；知覺互動；品牌體驗；擬社會關係

並列摘要

With the rapid development of information technology and artificial intelligence, many companies are introducing chatbots in retail settings to build real-life human relationships with their customers. Previous studies have rarely considered parasocial relationship for customer-brand relationship, as brands can build relationships with customers. Based on the theory of parasocial interaction, this paper uses UNIQLO's chatbot as a research context to investigate whether the chatbot's attributes, in terms of functionality, trustworthiness, efficiency, humanity, responsiveness, and digital reference service, affect consumers' perceived interactivity and thus trigger brand experiences with the brand, which in turn leads to the establishment of parasocial relationships between the brand and customers. In this study, 278 usable questionnaires were collected from customers who had used UNIQLO's chatbot, and the data were analyzed using SPSS27 and Smart PLS. The findings indicate that (1) chatbot’s attributes (trustworthiness, efficiency, humanity, digital reference service) have a positive effect on perceived interactivity, (2) perceived interactivity has a positive effect on brand experience and parasocial relationship, (3) brand experience has a positive effect on parasocial relationship.