由於客戶服務是核心競爭優勢，在人工智能快速發展時代，公司投入大量的資源建置智能客服。我們使用認知-情感-行為框架來總結擬人化對智能客服的影響，並使用實驗法和問卷法進行驗證。在實驗一中，我們開發了 2 X 2 的智能客服，並使用腦波儀設備來記錄受測者的腦內波形。我們證明了擬人化的 alpha波與感知互動品質相關，互動品質使受訪者感到溫暖且覺得智能客服有能力。而且，當智能客服是有能力的時候，受測者感到滿意。實驗二中，我們發現擬人化的智能客服可以增加短期的感知（智能客服品質）、情感（滿意度）和長期情感（智能客服身份認同）。智能客服品質影響滿意度和智能客服身份認同，且我們驗證智能客服品質與滿意度高度相關。智能客服品質還可以幫助客戶建立對智能客服的身份認同，同時智能客服身份更受擬人化的影響。除此之外，我們還添加了顧客公民行為作為智能客服身份認同的另一種可能結果。結果顯示滿意度和智能客服身份認同都會影響持續使用意圖和顧客公民行為，且智能客服身份認同比
滿意度更加影響使用和顧客公民行為。

As customer service is one of core competitive advantages, companies invest plenty of resource on intelligent customer services with fast advancement in AI. We used cognitive-affective-behavioral framework to conclude how anthropomorphism influence on intelligent customer services and used experiment and questionnaire method to verify. In study Ⅰ, we developed 2 X 2 intelligent customer services and used electroencephalography device to record respondent’s brain waves. We proved that perceived anthropomorphism wave is associated with interaction quality, and interaction quality makes respondents feel warm and competence. Then, they are satisfied when intelligent customer services are competence. In study Ⅱ, we found anthropomorphic intelligent customer services can increase short-term perception (intelligent customer service quality) and affection (satisfaction) and long-term affection (ICS identity). And intelligent customer service quality affects both satisfaction and ICS identity, we verified intelligent customer service quality is high
correlation to satisfaction. Intelligent customer service quality can also help customer build the identity toward intelligent customer services. However, ICS identity is more affected by anthropomorphism. Besides, we added customer citizenship behaviors as another possible outcome of identity. Both satisfaction and intelligent customer services influence continuance intention and customer citizenship behaviors, and the result
showed ICS identity is more significant than satisfaction to influence continuance intention.

論文審定書 i
摘要 ii
Abstract iii
Table of Contents v
List of Figures ix
List of Tables x
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 4
1.3 Research Purpose and Question 7
1.4 Research Architecture and Process 9
Chapter2 Literature Review 11
2.1 Intelligent Customer Service 11
2.1.1 Chatbot 11
2.1.2 Chatbot History 13
2.2 Cognitive Stage 14
2.2.1 Intelligent Customer Service Quality 14
2.2.2 Anthropomorphism 17
2.2.3 Perceived Warmth and Competence 22
2.4 Affective Stage 23
2.4.1 Satisfaction 23
2.4.2 ICS Identity 23
2.5 Behavioral Stage 24
2.5.1 Continuance intention 24
2.5.2 Customer Citizenship Behaviors 24
2.6 Electroencephalography 25
Chapter 3 Study Ⅰ 28
3.1 Research Model and Hypothesis 28
3.1.1 Cognitive Stage 28
3.1.2 Affective Stage 30
3.2 Research Design 32
3.2.1 Construct and Measurement 32
3.2.2 Pre-test 35
3.2.3 Design 36
3.2.4 Procedure 40
3.3 Data Analysis and Result 41
3.3.1 Samples 41
3.3.2 Manipulation Check 42
3.3.3 Reliability and Validity 44
3.3.4 Hypothesis Testing 46
3.4 Discussion 47
Chapter 4 Study Ⅱ 49
4.1 Research Model and Hypothesis 49
4.1.1 Cognitive Stage 49
4.1.2 Affective Stage 50
4.1.3 Behavioral Stage 55
4.2 Research Design 58
4.2.1. Construct and Measurement 58
4.2.2 Design 62
4.2.3 Procedure 63
4.3 Data Analysis and Result 63
4.3.1 Samples 63
4.3.2 Reliability and Validity 65
4.3.3 Hypothesis Testing 68
4.4 Discussion 69
4.4 Summary 70
Chapter 5 Conclusion 71
5.1 Conclusion 71
5.2 Research Contribution 71
5.2.1 Implications for Research 71
5.2.2 Implications for Practice 73
5.3 Limitation and Future Research 74
5.3.1 Limitation 74
5.3.2 Future Research 74
Reference 76
Appendix 86

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