近年來隨著行動裝置的普及，行動裝置上的即時通訊軟體正逐漸地改變人們的溝通方式，而聊天機器也開始被廣泛應用於商務界中，並帶動了對話式商務的熱潮。在電子商務的環境下，商家會採用聊天機器人作為客服管道以及與顧客互動的媒介。本研究以信任為核心，探討消費者在藉由聊天機器人體驗購物服務時，是否會對聊天機器人產生信任，以及此信任是否會對採用聊天機器人的商家產生信任轉移，並且達到增加顧客忠誠度的效益。本研究採用線上問卷形式蒐集樣本，並以影片輔助協助填答者了解設計情境，共收回191份有效樣本，透過統計分析驗證本研究之研究模型及設計構面具有足夠之信效度。研究結果顯示，消費者會根據過去使用聊天機器人之經驗，就承諾、舒適的感知程度以及聊天機器人之效能等因素，對聊天機器人產生信任，且此信任也會依據信任轉移理論正向轉移至使用聊天機器人之商家，並對消費者的再購物意圖產生正向影響。最後，根據研究結果提出理論面及實務面的貢獻，並期望對未來相關領域之研究有所幫助。

Due to the recent popularization of the use of the mobile devices, the Instant Messaging has significantly changed the way people communicate. Chatbots start to be used in e-Commerce. Then mobile commerce trend towards Conversational Commerce. Online stores use chatbot for customer service. In this research, based on customer's user experience, we attempted to explore if customers trust in chatbots or not and which factors affect trust formation. We also examined trust transfer from chatbot to online store and the Influence on Online repeat purchase intention. Data collected from 570 users of the Internet provide reliability and validity for the reseach model. The results showed that commitment, comfort and effectiveness concern the trust in chatbot. The trust indeed transfer from chatbot to online store and impact to customer's repurchase intention. Pratical implications for theory, practice and suggestions for future research are also discussed.

目錄
論文審定書 i
論文公開授權書 ii
摘要 iii
Abstract iv
第 一 章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題與目的 4
第四節 研究流程 5
第 二 章 文獻探討 6
第一節 聊天機器人 6
第二節 信任之建立 8
一、 親密度（Intimacy） 9
二、 媒體豐富性 11
第三節 信任 13
一、 信任於電子商務之意涵 13
二、 人機信任（Human–robot trust） 13
第四節 信任轉移（Trust Transfer Theory, TTT） 14
第五節 顧客忠誠度 15
第 三 章 研究方法 17
第一節 研究模型 17
第二節 研究假說 18
一、 信任之建構因素 18
二、 信任轉移 20
三、 再次購買意圖 22
第三節 操作型定義 23
第四節 研究設計 24
一、 研究對象 24
二、 實驗及問卷設計 24
三、 資料蒐集及使用工具 29
第 四 章 資料分析 30
第一節 樣本基本資料分析 30
第二節 衡量模型 32
一、 信度分析（Reliability） 33
二、 收斂效度分析（Convergent Validity） 34
三、 區別效度分析（Discriminant Validity） 36
四、 共線性分析（Multicollinearity） 37
五、 共同方法偏誤（Common Method Bias） 38
第三節 結構模型及假說驗證 42
第 五 章 結論與建議 46
第一節 研究結果與建議 46
一、 對聊天機器人產生信任的組成因素 46
二、 信任轉移效果及調節變數干擾效果 48
三、 信任對再次購買意圖之影響 49
第二節 理論及實務意涵 49
一、 理論面 49
二、 實務面 50
第三節 研究限制與未來研究方向 50
參考文獻 52
附錄：本研究正式問卷 61

圖次
【圖1-1】Business Insider的調查報表 2
【圖1-2】研究流程 5
【圖3-1】研究模型 18
【圖4-1】研究模型之SEM分析結果 43

表次
【表2-1】衡量媒體提供的資訊豐富程度六大評估指標 12
【表3-1】研究變數之操作型定義 23
【表3-2】了解關懷構面之問項 25
【表3-3】承諾構面之問項 25
【表3-4】舒適構面之問項 26
【表3-5】媒體豐富性構面之問項 26
【表3-6】效能構面之問項 27
【表3-7】行為的擬人化構面之問項 27
【表3-8】對聊天機器人的信任構面之問項 28
【表3-9】對商家的信任構面之問項 28
【表3-10】再次購買意圖構面之問項 28
【表4-1】有效樣本之基本資料統計表 31
【表4-2】各構面之敘述性統計分析 33
【表4-3】PLS驗證性因素分析及交叉負荷矩陣 35
【表4-4】平均變異萃取量平方根值與各構面間的相關係數 37
【表4-5】共線性分析 38
【表4-6】共同方法偏誤－ Harman 單因子檢定 39
【表4-7】共同方法偏誤－潛在方法因素檢定 41
【表4-8】假說驗證結果彙整表 45
【表5-1】媒體豐富性構面之敘述統計分析 48

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