博碩士論文 etd-0721120-164541 詳細資訊


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姓名 章安娜(Zhanna ) 電子郵件信箱 E-mail 資料不公開
畢業系所 人力資源管理全英語碩士學位學程(Global Human Resource Management English MBA Program)
畢業學位 碩士(Master) 畢業時期 109學年第1學期
論文名稱(中) 客戶對聊天機器人服務的態度:搜尋商品和體驗商品的比較
論文名稱(英) Customer Attitude towards Chatbot Service: Comparison between Search and Experienced Goods
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    摘要(中) 智慧型機器人助理的概念可追朔到第一台電腦誕生的時候;如今,由於人
    工智慧科技的發展,夢想將得以實現。聊天機器人已經被應用於多項人類活動
    中,特別是客戶服務功能。本文依購買不同種類產品的條件下,探討人類和機
    器的互動關係為何。此研究採用自我決定理論和消費者行為理論兩觀點作分
    析依據。理論模組以產品的溝通型態和顧客滿意度、溝通知能以及購買意願之
    關係做分析假設。實驗性調查作為本計畫的執行工具以利驗證假說。為了驗證假設,選擇了實驗研究作為工具。 結果表明,操作員可以提高溝通能力,並能體驗到商品的購買意願和溝通能力的提高。 但是,與聊天機器人的交互導致更高的購買意願。 這項研究還描述了這些參數對客戶滿意度,溝通能力和購買意願的交互作用。
    摘要(英) The dream of intelligent robotic assistants dates back to long before the invention of the first computers. Thanks to artificial intelligence technologies, this has become a reality these days. Chatbots are being integrated into many spheres of human activity, in particular into customer service. This study aims to explain the relationship between human and machine in terms of purchasing different types of goods. This analysis was carried out through the prism of Self-Determination theory and theory of Consumer Behavior. The suggested research model hypothesizes the relationship between communicator type together with product type and customer satisfaction, communication competence, as well as purchase intension. Experimental study was chosen as a tool in order to test the hypotheses. The results showed that the human operator leads to greater communication competence, as well as experience goods rise level of purchase intention and communication competence. However, interaction with chatbot leads to a higher purchase intention. Interaction effect of those parameters on customer satisfaction, communication competence and purchase intention is also described in this research.
    關鍵字(中)
  • 體驗品
  • 搜尋品
  • 人工智慧科技
  • 聊天機器人
  • 自我決定理論
  • 關鍵字(英)
  • search goods
  • AI technology
  • chatbot
  • experience goods
  • SDT.
  • 論文目次 Content
    Thesis Validation Letter i
    Thesis Authorization Letter ii
    Acknowledgements iii
    摘要 iv
    Abstract v
    1. Introduction 1
    1.1 Background Information 1
    1.2 Problem Statements 2
    1.3 Aim of the Thesis 4
    1.4 Research Question 4
    2. Literature Review 5
    2.1 Chatbot 5
    2.1.1 Definition 5
    2.1.2 Application of Chatbots 6
    2.2 Customer Satisfaction 8
    2.3 Communication Competence 10
    2.5 Purchase Intension 11
    2.6 Self-Determination Theory 12
    2.7 SEC-Product Classification Framework 13
    2.8 Theory of Consumer Behavior (Pavlovian Learning Model) 15
    3. Research Framework and Hypothesis 17
    3.1 Hypothesis Development 17
    3.2 Theoretical Framework 22
    4. Research Design and Methods 23
    3.1 Research Approach 23
    3.2 Conducting of Data Analysis 23
    3.3 Material and Measures 26
    3.4 Profile of Respondents 29
    4. Findings and Discussion 30
    4.1 Testing Hypothesis 30
    4.2 Discussion 33
    5. Conclusion 34
    5.1 Theoretical Implication 35
    5.2 Practical Implication 36
    6. References 38
    Appendix A 43
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    口試委員
  • 王紹蓉 - 召集委員
  • 雷英瑞 - 委員
  • 金志衍 - 指導教授
  • 口試日期 2020-08-17 繳交日期 2020-08-21

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