社群媒體在現代生活中扮演極重要的位置，與顧客的互動體驗更是經營的關鍵因素。近年來，聊天機器人相關研究日益增加，許多科技業也投入聊天機器人的服務開發，過去關於聊天機器人研究多為技術層面，較少針對使用聊天機器人的使用者體驗對意圖影響之研究。故以科技接受模型為主要架構，結合體驗模型之教育性、娛樂性、逃離現實性作為外部體驗因素，對在社群媒體上使用聊天機器人使用意圖之體驗因素，探討是否影響使用意圖。本研究使用問卷調查法進行樣本蒐集，以結構方程模式的建構模型和SmartPLS進行分析。研究結果顯示，教育性、娛樂性、逃離現實性皆為重要體驗因素，若聊天機器人越能滿足使用者獲取資訊和學習知識的體驗，讓使用者感到愉快、放鬆體驗，在操作上簡單容易，並且協助使用者更加有效率的完成其使用目的，會提升對聊天機器人的使用意圖。未來有意願發展聊天機器人的組織或企業在進行開發時，不僅需要注意資訊系統品質，同時需注意使用體驗的過程。;Social media plays a very important role in our life, and the interactive experience with customers is a key factor in business. In recent years, research on Chatbot has been increasing, and many technology company have also announced the implement on Chatbot. In the past, research on Chatbot was mostly technical, and less on the impact of user experience on the intention. Therefore, base on technology acceptance model and combined with the educational, entertainment and escapist of the experience model as an external factor, to find out the experience factors of use of Chatbot in the social media, and whether it affects the intention to use. This study used the questionnaire method to collect samples, and constructed the model with structural equation model and analyzed with SmartPLS. The research results show that education, entertainment, and escapist are all important experience factors. If the chatbot can satisfy the user′s experience of obtaining information and learning knowledge, the user will feel pleasant and relaxed, and help to be more helpful and efficient completion of its purpose of use will enhance the use of Chatbot. Hope that organizations or enterprises that are willing to develop Chatbot in the future will not only pay attention to the quality of information systems, but also pay attention to the process of using the experience.
