隨著大AI 世代的來臨，AI 相關技術與基礎建設皆以趨近成熟，現今社會已經邁入
萬物皆AI 的時代，無論是工作還是生活，都能使用 AI 來協助我們解決問題，且隨著大
型語言模型（LLM）與電腦視覺、臉部識別、3D 建模和動畫技術突飛猛進，近年也出
現許多仿真人的 AI 客服人員，除了協助公司提供服務、降低人力成本外，也讓顧客體驗
如同真人服務一般的溫度與專業。
然而目前這方面的技術鮮少用於服務失效補救上，因此本研究希望在服務補救流
程中，引進仿真人的 AI 客服人員，同時為了讓顧客能看到真人及仿真人的 AI 客服人
員，本研究將使用在疫情後被廣泛採用的視訊工具，以實驗法蒐集樣本。此外，本研
究以刺激-有機體-反應理論模型設計研究架構，並加入過去較少在服務補救相關研究
中被提及，卻會對顧客體驗產生重要影響的變數，例如：安全感、尊榮感、品牌承諾
等，同時也加入近年在數位服務與服務補救相關研究較為熱門的元素，例如社會臨場
感與和諧關係等，探討此新型的服務補救方式對顧客感受上的影響。
研究結果顯示，雖然真人客服給顧客的體驗仍較仿真人的 AI 客服佳，但效果並沒
有差距很大，且無論是真人還是 AI 客服，皆可讓消費者感受到人與人間的互動並產生
被客服人員尊重的感覺，對於整體服務也會產生安心、踏實的感覺，進而拉近顧客與
客服人員的心理距離，並提升顧客對該商家的好感，進而將該商家納入口袋名單中以
持續關注或購買，這代表了儘管 AI 客服應用在此情境中尚有進步空間，但其成果仍顯
示出相當的潛力，也期待此研究成果能為未來的服務業有所幫助。

With the advent of the AI era, AI-related technologies and infrastructure have approached
maturity. Society today has entered an era where everything is AI-powered, facilitating both
work and daily life with AI assistance. Moreover, with advancements in large language
models (LLMs), computer vision, facial recognition, 3D modeling, and animation
technologies, there has been a surge in the development of AI virtual customer service agents,
providing services with warmth and professionalism while assisting companies in reducing
labor costs.
However, such technology is currently underutilized in service recovery processes.
Therefore, this study aims to introduce AI virtual customer service agents into service
recovery processes to enhance customer experiences. To enable customers to interact with the
customer service agents, this research will utilize video conferencing tools which are widely
adopted after COVID-19 to collect experimental data. Additionally, this study will design the
research model based on Stimulus-Organism-Response theoretical framework, integrating
variables crucial for customer experience yet often overlooked in service recovery research,
such as psychological safety, respectfulness, and brand commitment. It will also incorporate
elements trending in recent digital service and service recovery research, such as social
presence and rapport, to explore the impact of this novel service recovery approach on
customer perceptions.
The results indicate that while human customer service agents still offer a superior experience
compared to AI chatbots, the difference is not substantial. Both human and AI chatbots can
foster a sense of respect and generate feelings of safety and assurance, thus bridging the
psychological distance between customers and customer service agents. This enhances
customers' affinity towards the brand, potentially leading to continued patronage or purchase
decisions. These findings represent that although AI virtual customer service agent
applications have yet to advance, the results still show that it has considerable potential.
Finally, we hope that the results of this research will be helpful to the future service industry.

論文審定書..............................................................i
摘要.........................................................................ii
Abstract...................................................................iii
目錄........................................................................ iv
圖次........................................................................vi
表次.......................................................................vii
第一章 緒論............................................................1
第一節 研究背景與動機 .......................................1
第二節 研究目的及問題 .......................................2
第三節 研究流程 ...................................................3
第二章 文獻探討...................................................4
第一節 真人與 AI 客服 .........................................4
第二節 服務失效與服務補救 ..............................5
第三節 S-O-R 理論................................................6
第三章 研究方法..................................................8
第一節 研究架構 .................................................8
第二節 研究假說 ................................................8
第三節 操作型定義與問項 ................................11
第四節 研究設計 ................................................14
第四章 資料分析. ...............................................21
第一節 樣本敘述性統計 ....................................21
第二節 操弄檢測 ...............................................23
第三節 信效度分析 ...........................................23
第四節 模型分析與假說驗證結果 ....................31
第五章 結論與建議.............................................34
第一節 研究結論與建議 ....................................34
第二節 研究意涵 ...............................................37
第三節 研究限制與未來研究方向 ...................38
參考文獻 .............................................................40
附錄一 正式問卷 ................................................46

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