近年來人工智慧、大數據的快速發展，使得擬人化數位助理的服務應用也愈來愈多。許多企業都已經開始使用擬人化數位助理做為網站的代理人，來服務使用者、滿足使用者的需求。擬人化數位助理已是強化使用者體驗以及發展使用者導向服務不可或缺的要素之一。本研究探討擬人化對於推薦商品的態度之影響，並結合認知神經科學方法，除了以問卷調查衡量整個體驗過程外，也使用腦波儀量測客觀的生理資料，以進一步了解研究對象的客觀心理感受。本研究使用2 (擬人化：有/無) × 2 (產品涉入：高/低)之實驗設計，共有52位受測者參與實驗。研究結果顯示：(1)擬人化會影響使用者對推薦商品的態度、(2)擬人化會影響使用者的專注度、(3)產品涉入會影響使用者的專注度、(4)專注度會影響使用者對推薦商品的態度。

In recent years, with the rapid development of artificial intelligence and big data has led to more and more service applications of anthropomorphic digital assistants. Many companies have begun to use anthropomorphic digital assistants as website agents to serve consumers and meet their needs. The purpose of this study is to examine the effects of anthropomorphism on user's attitude of recommended products and combine with cognitive neuroscience, we not only measure the experience by questionnaires, but also collect objective physiological data by electroencephalography (EEG) to have a better understand of the objective psychological feelings of the research object. This study adopts 2 (anthropomorphic: yes vs. no) × 2 (product involvement: high vs. low) experimental design and recruits 52 volunteers. The results indicate that (1) anthropomorphism will affect the user's attitude of recommended products. (2) anthropomorphism will affect the user's level of attention. (3) product involvement will affect the user's level of attention. (4) level of attention will affect the user's attitude of recommended products.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 擬人化數位助理 6
第二節 產品涉入 10
第三節 神經資訊系統與腦電波圖 12
第三章 研究架構與方法 18
第一節 研究架構 18
第二節 研究假說 18
第三節 變數操作型定義 21
第四節 實驗設計 26
第四章 資料分析與結果 34
第一節 樣本統計 34
第二節 衡量模型 35
第三節 變數操弄檢定 39
第四節 腦電波圖資料分析 40
第五節 變異數分析 43
第六節 路徑分析 46
第五章 結論與建議 48
第一節 研究結論 48
第二節 研究貢獻 50
第三節 研究限制與未來研究方向 51
參考文獻 52
附錄一 前測一問卷 58
附錄二 各實驗組別網頁資訊 59
附錄三 正式實驗問卷 61
附錄四 實驗說明書 63
附錄五 研究參與者同意書 64

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