現今科技的迅速發展，人工智慧AI的應用已在各行各業中普及。其中，聊天機器人已成為許多行業的最佳輔助工具，在現代科技和商業中扮演著重要角色，透過模擬人類對話為使用者提供快速便捷的服務與即時的互動體驗。聊天機器人是一種基於AI技術的軟體，能夠透過文字或語音與人類進行模擬對話，常見於企業網站、社群媒體及即時通訊系統中。其優勢在於能夠自動執行簡單、重複的任務，並可同時處理大量查詢，減少人工成本，另外也能夠快速回應使用者需求，這些優勢使得聊天機器人成為提升企業競爭力和使用者忠誠度的重要工具，因而被廣泛應用於各個產業，提供更便利的服務。

在2022年底，基於生成式AI的聊天機器人迅速崛起，尤其是由OpenAI開發的ChatGPT成為熱門話題。生成式AI能創造新內容並提供想法，包括對話、故事、圖像等。ChatGPT憑藉其強大的資料庫和運算模型，能夠即時理解並回應使用者需求，且支持多國語言，廣受歡迎。與傳統聊天機器人不同，ChatGPT能保留對話紀錄並根據需求改變對話方式與內容，在最新的更新版本GPT-4o中則提供了更客製化的應答方式，ChatGPT能夠採用不同對話語氣。然而，目前對ChatGPT這類生成式聊天機器人的研究甚少，因此在本研究中主要探討當生成式聊天機器人使用不同口吻與人對談時，對使用者而言的感知與影響為何，根據研究結果顯示，使用正式口吻的ChatGPT相較於使用非正式口吻，更能提高使用者對ChatGPT可靠度的感知，同時增加與ChatGPT間的關係品質，最終提高使用者對ChatGPT的忠誠度。

With the rapid advancement of technology, the application of artificial intelligence (AI) has become widespread across various industries. Among these, chatbots have emerged as essential tools, playing a significant role in modern technology and business by simulating human conversations to provide users with quick and convenient services and real-time interactive experiences. Chatbots, based on AI technology, engage in simulated conversations through text or voice and are commonly found on corporate websites, social media, and instant messaging systems. Their advantages include automating simple, repetitive tasks, handling large volumes of inquiries simultaneously, and reducing labor costs. Additionally, they can quickly respond to user needs, making them crucial tools for enhancing corporate competitiveness and user loyalty, thus being widely adopted across various industries to offer more convenient services.

At the end of 2022, generative AI-based chatbots rapidly rose to prominence, with OpenAI's ChatGPT becoming a hot topic. Generative AI can create new content and ideas, including conversations, stories, and images. ChatGPT, with its powerful database and computational models, can understand and respond to user needs in real-time, supporting multiple languages and gaining widespread popularity. Unlike traditional chatbots, ChatGPT can retain conversation records and adjust its conversational style and content based on user needs. The latest version, GPT-4o, offers more personalized responses and can adopt different conversational tones. However, there is currently limited research on generative chatbots like ChatGPT. Therefore, this study explores how users perceive and are affected when generative chatbots use different conversational tones. The results indicate that ChatGPT, when using a formal tone, is perceived as more reliable by users compared to using an informal tone. This perception enhances the relationship quality between users and ChatGPT, ultimately increasing user loyalty to ChatGPT.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題與目的 3
第四節 研究方法與流程 4
第二章 文獻探討 5
第一節 生成式聊天機器人 5
第二節 刺激-有機體-反應理論(S-O-R理論) 6
第三節 人格特質 7
第四節 關係品質 9
第三章 研究方法 10
第一節 研究模型 10
第二節 研究假說 11
第三節 操作型定義 13
第四節 研究設計 15
第四章 資料分析 19
第一節 受測樣本之基本資料分析 19
第二節 衡量模型 20
第三節 結構模型及假說驗證 31
第五章 研究結論與建議 33
第一節 研究分析結果與建議 33
第二節 理論與實務意涵 34
第三節 研究限制與未來發展 35
參考文獻 36
附錄一 本研究正式問卷 40
附錄二 本研究之受測情境畫面 45

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