聊天機器人(Chatbots) 是一種新型態的智慧客服，越來越多企業將其作為行銷利器，來拉近並加強與消費者之間的聯繫，儘管使用聊天機器人有諸多好處，不過在某些情況下，還是需要真人客服的幫助。近年來，聊天機器人已被廣泛應用在各個領域中，且研究如何優化其性能的文獻也不少，但這些性能在顧客情感面的影響卻鮮少人探討。基於先前的文獻，我們針對幾個關鍵的性能屬性來探討聊天機器人的處理流暢性，也為聊天機器人對顧客服務提供了基礎研究，其次，本研究檢驗了使用不同性能的聊天機器人對顧客感知流暢度的影響，是否能進一步提升消費者在選擇產品∕服務時的情感影響(即決策舒適度以及態度確定性)，進而提升購買以及口碑意願。 ;Nowadays, chatbots are the newest ecommerce trend, and more and more businesses started to use mobile messenger chatbots to strengthen the connection with consumers. There are several advantages of using chatbots, while, in some cases, the conversation with chatbots still need to handover to a human agent. In recent years, despite the rich previous studies on the performance of chatbots, few studies focused on the affective component of customers while communicating with chatbots. Based on the previous literature, this study explored critical determinants of customers’ perceived fluency by using chatbot, and also provide a basis for chatbot service research. Moreover, this study revealed that how processing fluency result in more comfortable and certain choices while communicating with chatbots, further improve the customer purchase and WOM intention.
