Responsive image
博碩士論文 etd-0721120-164541 詳細資訊
Title page for etd-0721120-164541
Customer Attitude towards Chatbot Service: Comparison between Search and Experienced Goods
Year, semester
Number of pages
Advisory Committee
Date of Exam
Date of Submission
search goods, AI technology, chatbot, experience goods, SDT.
本論文已被瀏覽 5743 次,被下載 47
The thesis/dissertation has been browsed 5743 times, has been downloaded 47 times.
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。
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.
目次 Table of Contents
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
參考文獻 References
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of marketing, 58(3), 53-66.
Aslam, M. M. (2006). Are you selling the right colour? A cross‐cultural review of colour as a marketing cue. Journal of marketing communications, 12(1), 15-30.
Brandtzaeg, P. B., & Følstad, A. (2017, November). Why people use chatbots.
Clark, R. E. (2004). The classical origins of Pavlov’s conditioning. Integrative Physiological & Behavioral Science, 39(4), 279-294
Clokie, T. L., & Fourie, E. (2016). Graduate employability and communication competence: Are undergraduates taught relevant skills?. Business and Professional Communication Quarterly, 79(4), 442-463.
Crutzen, R., Peters, G. J. Y., Portugal, S. D., Fisser, E. M., & Grolleman, J. J. (2011). An artificially intelligent chat agent that answers adolescents' questions related to sex, drugs, and alcohol: an exploratory study. Journal of Adolescent Health, 48(5), 514-519.
Chiang, K. P., & Dholakia, R. R. (2003). Factors driving consumer intention to shop online: an empirical investigation. Journal of Consumer psychology, 13(1-2), 177-183.
Chung, M., Joung, H., & Ko, E. (2017, July). The role of luxury brand’s conversational agents: Comparison between face-to-face and chatbot. In 2017 Global Fashion Management Conference at Vienna (pp. 540-540).
Chung, Minjee, Eunju Ko, Heerim Joung, and Sang Jin Kim. "Chatbot e-service and customer satisfaction regarding luxury brands." Journal of Business Research (2018).

Dahiya, M. (2017). A tool of conversation: Chatbot. International Journal of Computer Sciences and Engineering, 5(5), 158-161.
Dale, R. (2016). The return of the chatbots. Natural Language Engineering, 22(5), 811-817.
de Haan, H., Snijder, J., van Nimwegen, C., & Beun, R. J. (2018). Chatbot Personality and Customer Satisfaction.
Fornell, C., Morgeson III, F. V., & Hult, G. T. M. (2016). Stock returns on customer satisfaction do beat the market: gauging the effect of a marketing intangible. Journal of Marketing, 80(5), 92-107.
Friedman, B., Khan Jr, P. H., & Howe, D. C. (2000). Trust online. Communications of the ACM, 43(12), 34-40.
Fryer, L., & Carpenter, R. (2006). Bots as language learning tools. Language Learning & Technology, 10(3), 8-14.
Javalgi, R. R. G., Todd, P. R., Johnston, W. J., & Granot, E. (2012). Entrepreneurship, muddling through, and Indian Internet-enabled SMEs. Journal of Business Research, 65(6), 740-744.
Gormezano, I., & Kehoe, E. J. (1975). Classical conditioning: Some methodological-conceptual issues. Handbook of learning and cognitive processes, 2, 143-179.
Heller, B., Proctor, M., Mah, D., Jewell, L., & Cheung, B. (2005, June). Freudbot: An investigation of chatbot technology in distance education. In EdMedia+ Innovate Learning (pp. 3913-3918). Association for the Advancement of Computing in Education (AACE).

Hien, H. T., Cuong, P. N., Nam, L. N. H., Nhung, H. L. T. K., & Thang, L. D. (2018, December). Intelligent assistants in higher-education environments: the FIT-EBot, a chatbot for administrative and learning support. In Proceedings of the Ninth International Symposium on Information and Communication Technology (pp. 69-76).
Horzyk, A., Magierski, S., & Miklaszewski, G. (2009). An Intelligent Internet Shop-Assistant Recognizing a Customer Personality for Improving Man-Machine Interactions. Recent Advances in intelligent information systems, 13-26.
Hoshino, A., Kato, K., Takeuchi, J., & Tsujino, H. (2005, August). A chat information service system using a humanoid robot. In ROMAN 2005. IEEE International Workshop on Robot and Human Interactive Communication, 2005. (pp. 468-473). IEEE.
Ikumoro, A. O., & Jawad, M. S. (2019). Assessing Intelligence Conversation Agent Trends-Chatbots-AI Technology Application for Personalized Marketing.
Kwak, J., Kim, N., & Kim, M. S. (2019). The relationship among chatbot's characteristics, service value, and customer satisfaction. The Journal of Industrial Distribution & Business, 10(3), 45-58.
Labzova, I. U. (2017). The theory of self-determination and its application in international educational practice. Person and Education. 2017. No. 3 (52)
Lu, J., Yu, C. S., Liu, C., & Yao, J. E. (2003). Technology acceptance model for wireless Internet. Internet research.
Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention. Electronic Commerce Research and Applications, 9(4), 346-360.
Luo, X., Tong, S., Fang, Z., & Qu, Z. (2019). Frontiers: Machines vs. humans: The impact of artificial intelligence chatbot disclosure on customer purchases. Marketing Science, 38(6), 937-947.
Martin, M. M., & Rubin, R. B. (1994). Development of a communication flexibility measure. Southern Journal of Communication, 59(2), 171-178.
McCroskey, J. C., & McCroskey, L. L. (1988). Self‐report as an approach to measuring communication competence.
Mohri, M., Rostamizadeh, A., & Talwalkar, A. (2018). Foundations of machine learning. MIT press.
Nguyen, Q. N., & Sidorova, A. (2018). Understanding user interactions with a chatbot: A self-determination theory approach.
O'Shaughnessy, J. (1992). Explaining buyer behavior: Central concepts and philosophy of science issues. Oxford University Press on Demand
Radziwill, N. M., & Benton, M. C. (2017). Evaluating quality of chatbots and intelligent conversational agents. arXiv preprint arXiv:1704.04579.
Roca, J. C., & Gagné, M. (2008). Understanding e-learning continuance intention in the workplace: A self-determination theory perspective. Computers in human behavior, 24(4), 1585-1604.
Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American psychologist, 55(1), 68.
Sands, S., Ferraro, C., Campbell, C., & Tsao, H. Y. (2020). Managing the human–chatbot divide: how service scripts influence service experience. Journal of Service Management.
Semeraro, G., Andersen, V., Andersen, H. H., de Gemmis, M., & Lops, P. (2008). User profiling and virtual agents: a case study on e-commerce services. Universal Access in the Information Society, 7(3), 179-194.
Simonite, T. (2017). Facebook’s Perfect, Impossible Chatbot.
Smith, A. M. (2008). Control, responsibility, and moral assessment. Philosophical Studies, 138(3), 367-392.
Spitzberg, B. H. (2000). A model of intercultural communication competence. Intercultural communication: A reader, 9, 375-387.
Tate, A. (2016). The five most inspiring chatbots on Facebook messenger.
Tezcan, T., & Zhang, J. (2014). Routing and staffing in customer service chat systems with impatient customers. Operations research, 62(4), 943-956.
Uliyar, S. (2017). A Primer: Oracle Intelligent Bots – Powered by artificial intelligence. Redwood Shores, CA: Oracle Corporation. In International Conference on Internet Science (pp. 377-392). Springer, Cham.
Valtolina, S., Barricelli, B. R., & Di Gaetano, S. (2020). Communicability of traditional interfaces VS chatbots in healthcare and smart home domains. Behaviour & Information Technology, 39(1), 108-132.
Weizenbaum, J. (1966). ELIZA—a computer program for the study of natural language communication between man and machine. Communications of the ACM, 9(1), 36-45.
Wiseman, R. L., & Koester, J. (Eds.). (1993). Intercultural communication competence (pp. 207-224). Newbury Park, CA: Sage.
Zarouali, B., Van den Broeck, E., Walrave, M., & Poels, K. (2018). Predicting consumer responses to a chatbot on Facebook. Cyberpsychology, Behavior, and Social Networking, 21(8), 491-497.
電子全文 Fulltext
論文使用權限 Thesis access permission:校內校外完全公開 unrestricted
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available

紙本論文 Printed copies
開放時間 available 已公開 available

QR Code