對話式服務代理人：探索聊天機器人之服務品質與服務體驗;Conversational service agent: Exploring chatbot service quality and service experience

NCUIR > School of Management at National Central University > Graduate Institute of Information Management > Electronic Thesis & Dissertation > Item 987654321/86507

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Title:	對話式服務代理人：探索聊天機器人之服務品質與服務體驗;Conversational service agent: Exploring chatbot service quality and service experience
Authors:	林家琦;Lin, Chia-Chi
Contributors:	資訊管理學系
Keywords:	對話式服務代理人;聊天機器人;顧客體驗;聊天機器人服務品質;服務體驗;Conversational service agent;Chatbot;Customer experience;Chatbot service quality;Service experience
Date:	2021-06-21
Issue Date:	2021-12-07 12:54:53 (UTC+8)
Publisher:	國立中央大學
Abstract:	數位化改革的時代大大地改變了服務產業的發展，顧客體驗成為服務公司在制定發展策略、服務創新、行銷規劃的至關重要因素。隨著各大數位平台提供應用程式介面的串接服務，愈來愈多企業紛紛導入聊天機器人建構全新對話式商務模式的服務，以強化顧客旅程。回顧相關聊天機器人的文獻，目前研究主要著重於三個方向：第一，如何優化聊天機器人之性能與技術；第二，討論真人互動與聊天機器人互動之間的差異；第三，採用聊天機器人對使用者滿意度之影響。儘管有部分文獻已針對聊天機器人的主題多有著墨，但討論聊天機器人之服務傳遞對顧客體驗影響的研究仍不足。因此，本研究欲從聊天機器人互動基礎之服務特點（即個人化、保證性、擬人化個性）與資訊基礎之服務特點（即美感設計、操作易用性、內容準確性、傳遞時間性）兩個面向，如何透過聊天機器人服務品質創造良好的服務體驗，進而影響使用者的持續使用意圖與正向口碑。本研究針對聊天機器人之使用者進行便利性抽樣法，以電子問卷的形式蒐集453份有效問卷，並結構方程模型進行假說驗證。研究結果顯示三個互動基礎之服務特點皆正向地影響服務體驗。再者，除了美感設計之外，其他資訊基礎之服務特點同樣顯著地影響服務體驗。此外，本研究亦證實服務體驗對持續使用意圖與正向口碑存在影響效果。本研究結果期為聊天機器人服務品質傳遞與服務體驗相關文獻做出貢獻，並在實務上為企業導入聊天機器人功能與介面設計上帶來參考的依據。;The unprecedented digital revolution has significantly transformed the service industry. Service companies have placed great importance on customer experiences to formulate development strategies, service innovations, and marketing plans. Access to application programming interface services authorized by various information platforms has introduced conversational commerce. Chatbots are artificial conversational entities that are increasingly used to enhance consumer experiences. Most current literature focuses on (1) chatbots’ functional characteristics and optimization, (2) the differences between human and bot agents, and (3) chatbot-based customer service satisfaction. Despite the fact that many scholars have discussed chatbot-related topics, the examination of chatbots’ service delivery from the perspective of customer experience is still underdeveloped. Therefore, this study intends to explore the profound impact of chatbot service quality, consisting of interactive-based (i.e. personalization, assurance, and anthropomorphism personality) and informative-based (i.e. aesthetic design, ease of use, content accuracy, and timeliness of delivery) service characteristics, on service experience, which affects users’ intention to continue usage and positive word-of-mouth. This study collects data from a sample of 453 respondents using convenience sampling and applies structural equation modeling to test the research model. The findings indicate that all three interactive-based service characteristics positively affect users’ service experience. Except for aesthetic design, other informative-based service characteristics also demonstrate significant impact on service experience. The related findings aim to provide academic insights to scholars and marketing implications to practitioners in leveraging chatbots to enhance customer experience.
Appears in Collections:	[Graduate Institute of Information Management] Electronic Thesis & Dissertation

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