以創新抗拒觀點探討消費者對客服機器人使用意圖之研究;Investigating Customers’ Intention to Use Customer Services Chatbots via the Innovation Resistance Perspective

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题名:	以創新抗拒觀點探討消費者對客服機器人使用意圖之研究;Investigating Customers’ Intention to Use Customer Services Chatbots via the Innovation Resistance Perspective
作者:	魏宏安;Wei, Hong-An
贡献者:	資訊管理學系
关键词:	聊天機器人;顧客服務;數位金融;創新抗拒;資訊系統成功模式;Chatbots;Customer services;Digital finance;Innovation resistance;Information systems success model
日期:	2021-10-25
上传时间:	2021-12-07 13:08:10 (UTC+8)
出版者:	國立中央大學
摘要:	自2000年起，國內各大銀行開始開辦線上金融業務，以提供客戶更方便的金融業務辦理管道；至近年來，藉著人工智慧與網際網路技術盛行的趨勢，金融機構也紛紛推出基於人工智慧的新型態服務，例如：金融客服機器人。這些順應科技潮流的進步，為客戶提供了更方便的服務管道，藉由消弭時間與空間的障礙，提供顧客全天候不中斷的服務，同時提升了競爭力。但數個研究指出，客戶對於較新穎的金融科技服務，初期普遍抱持著保守態度。本研究將「創新抗拒理論」與「資訊系統成功模式」進行整合，以此探討人們使用金融機構提供的客服機器人作為其諮詢途徑時的相關抗拒阻力，以及這些阻力與客服機器人的使用意圖、滿意度、淨效益之間的關係。本研究採問卷調查法進行數據收集，共獲得了186份有效樣本，並使用SmartPLS 3.0統計軟體進行檢驗，分析結果顯示「傳統障礙」與「使用意圖」與「用戶滿意度」有直接關聯，而「使用障礙」、「價值障礙」、「風險障礙」與使用意圖均沒有直接影響，但對於「用戶滿意度」均有直接關聯。因此本研究建議金融業者的客服機器人營運團隊首先著眼於客服機器人的推廣，藉由讓大眾明白客服機器人的功能與業務範圍，使消費者認為透過客服機器人來辦理業務不再是一項不可靠的方案，進而消除消費者對金融客服機器人的傳統障礙，為使用率帶來更顯著的提升。;Starting 2000, major domestic banks in Taiwan have begun offering financial services online to provide customers with more convenient financial service channels. The prevalence of artificial intelligence and internet technology in recent years has also prompted financial institutions to launch new artificial intelligence-based services such as financial customer services chatbots. These technological advances allow customers to enjoy more convenient service channels and eliminate the limitations of time and space; that is, customers can receive uninterrupted services anytime, which enhances the competitiveness of banks. However, studies have indicated that customers generally have a conservative attitude toward new financial technology services when they are first introduced. Accordingly, this study combined the innovation resistance theory with the information systems success model to explore people’s relevant resistance to customer services chatbots offered by financial institutions as consulting channels, and the effects of such resistance on the customers’ intention to use, satisfaction with, and net benefits of customer services chatbots. Data were collected using the questionnaire survey method, from which 186 valid samples were obtained. Subsequently, statistical software SmartPLS 3.0 was used to test the data, where the analysis results showed that traditional barrier was directly correlated with intention to use and user satisfaction; and that use barrier, value barrier, and risk barrier were not directly correlated with intention to use but were directly correlated with user satisfaction. Thus, this study recommends that the customer services chatbot teams in the financial industry focus first on promoting customer services chatbots. By familiarizing the public with the functions and service scope of such chatbots, customers will understand that it is reliable to conduct businesses through them. This in turn eliminates customers’ traditional barrier to financial customer services chatbots, increasing the usage rates of these chatbots substantially.
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