探討科技接受度、認知負荷對線上購物意圖之影響－以網頁購物與聊天機器人購物為例

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：14

、訪客IP：18.218.209.8

姓名

蕭智中(Chih-chung Hsiao) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

探討科技接受度、認知負荷對線上購物意圖之影響－以網頁購物與聊天機器人購物為例
(Influence of technology acceptance and cognitive load on online purchase intention: An example with webpage shopping and chatbot shopping)

相關論文

★ 基於網路口碑與醫療利用理論之混合式推薦系統

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

隨著電子商務快速發展，聊天機器人 (Chatbot) 所提供的服務已由原本的客服諮詢擴增為提供購物服務。因此，了解消費者對於聊天機器人購物服務的接受度與該功能如何影響消費者購物意願成為當前重要研究議題。本研究運用「科技接受模式 (Technology Acceptance Model) 」與「認知負荷理論 (Cognitive load theory) 」檢驗不同購物模式（網頁/聊天機器人）對消費者購物意圖之影響。本研究透過實驗與問卷調查收集並分析85份有效樣本，並使用T檢定、Partial Least Square和二元邏輯回歸進行資料分析。

研究結果顯示網頁購物模式下，使用態度 (Attitude towards using) 與認知負荷 (Cognitive load) 對受測者購物意圖 (Purchase intention) 有顯著正向影響 (p<0.05) ；而聊天機器人購物模式下，僅使用態度 (Attitude towards using) 對受測者購物意圖 (Purchase intention) 有顯著正向影響 (p<0.05) 。本研究結果可幫助發展網頁/聊天機器人購物的廠商作為設計購物流程上的參考，並作為管理者營運決策的參考依據。

摘要(英)

Rapid progress in e-commerce has added shopping services to the customer services provided by chatbots. Thus, understanding consumer acceptance of chatbots providing shopping services and the influence of this function on the purchase intention of consumers is currently a crucial research topic. This study employed the technology acceptance model and cognitive load theory to examine the influence of different shopping models (webpage/chatbot) on the purchase intention of consumers. Via experiment and questionnaire survey, this study collected and analyzed 85 valid samples. Data analysis was performed using t tests, partial least squares, and binary logistic regression.

The results indicate that attitude towards using and cognitive load exerted a significant and positive influence on purchase intention (p<0.05) in the webpage shopping model, whereas only attitude towards using had a significant and positive influence on purchase intention (p<0.05) in the chatbot shopping model. The results of this study can provide reference to companies developing webpage/chatbot shopping for the design of shopping procedures and to managers for operational decisions.

關鍵字(中)

★ 網頁購物
★ 聊天機器人
★ 科技接受模式
★ 認知負荷理論

關鍵字(英)

★ webpage shopping
★ chatbot
★ technology acceptance model
★ cognitive load theory

論文目次

摘要 I
ABSTRACT II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
ㄧ、緒論 1
1.1 研究背景 1
1.2 研究動機 1
1.3 研究目的 2
二、文獻探討 3
2.1 科技接受模式 3
2.2 認知負荷理論 4
2.3 資訊來源與資訊特徵 5
2.4 聊天機器人 6
三、研究方法 7
3.1 研究架構 7
3.2 研究假設 8
3.3 資料來源 9
3.4 問卷設計 9
3.5 問卷調查 10
3.6資料分析方法 13
四、研究結果 14
4.1 敘述性統計 14
4.2 常態性檢測 14
4.3 信度分析 14
4.4 區別效度分析 16
4.5 差異性檢定 18
4.6 PLS分析 24
4.7 路徑分析 26
五、結論與建議 34
5.1 研究結果 34
5.2 研究貢獻 36
5.3 研究限制與未來建議 37
參考文獻 38
附錄一 41
各構面之操作型定義 41
附錄二 42
問卷題目與PLS變數之因素負荷量 42

參考文獻

白昌永. (2018). 聊天機器人的產業觀察紀錄. Retrieved from https://medium.com/dualcores-studio/聊天機器人的產業觀察紀錄-cdd9d993d46b

多賀谷真帆. (2017). 七個聊天機器人應用於企業市場行銷實例. Retrieved from https://chatplus.jp/blog/notice/chatbotmarketing/
吳亞馨, 朱素玥, & 方文昌. (2008). 網路購物信任與科技接受模式之實證研究. 資訊管理學報, 頁, 123-152.
洪新原, 梁定澎, & 張嘉銘. (2005). 科技接受模式之彙總研究. [A Meta-Analysis of Empirical Research Using TAM]. 資訊管理學報, 12(4), 211-234. doi:10.6382/jim.200510.0211
凌儀玲, 傅豐玲, & 周逸衡. (2000). 影響網路使用者上網購物決定因素之比較: 中華管理評論.
陳密桃. (2003). 認知負荷理論及其對教學的啟示. 教育學刊.
黃慧新. (2016). 消費者產品知識與猶豫不決對購後滿意度與購後後悔之研究. 行銷科學學報, 12(1), 23-38.
鄭伊庭. (2017). 聊著聊著就下單了？！5張圖看聊天機器人如何創造「對話式電商」. Retrieved from http://group.dailyview.tw/2017/08/12/聊著聊著就下單了？！5張圖看聊天機器人如何創造/
蘇宇庭. (2016). 聊天機器人掀風潮，對話式電子商務時代起. Retrieved from https://www.bnext.com.tw/article/39832/BN-2016-06-06-184912-218

Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
Bawden, D., & Robinson, L. (2009). The dark side of information: overload, anxiety and other paradoxes and pathologies. Journal of information science, 35(2), 180-191.
Berlo, D. K. (1960). The process of communication; an introduction to theory and practice. Retrieved from
Chen, L. (2016). 聊天機器人市場版圖 — Chatbots Landscape.
Chi, H. K., Yeh, H. R., & Chiou, C.-Y. (2012). The mediation effect of information presentation style on the relationship between banner advertisements and advertising effectiveness. International Journal of Business and Management, 7(14), 46.
Chris. (2016). 【凡事都有個 Bot：虛擬篇】聊天機器人的前世今生.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
Eppler, M. J., & Mengis, J. (2004). The concept of information overload: A review of literature from organization science, accounting, marketing, MIS, and related disciplines. The information society, 20(5), 325-344.
Farhoomand, A. F., & Drury, D. H. (2002). OVERLOAD. Communications of the ACM, 45(10), 127.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.
Ghose, S., & Dou, W. (1998). Interactive functions and their impacts on the appeal of Internet presence sites. Journal of Advertising research, 38(2), 29-43.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate data analysis . Uppersaddle River. Multivariate Data Analysis (5th ed) Upper Saddle River.
Hill, J., Ford, W. R., & Farreras, I. G. (2015). Real conversations with artificial intelligence: A comparison between human–human online conversations and human–chatbot conversations. Computers in Human Behavior, 49, 245-250.
Huang, M.-H. (2000). Information load: its relationship to online exploratory and shopping behavior. International Journal of Information Management, 20(5), 337-347.
Johnson, A., Roush, T., Fulton, M., & Reese, A. (2017). Implementing Physical Capabilities for an Existing Chatbot by Using a Repurposed Animatronic to Synchronize Motor Positioning with Speech. International Journal of Advanced Studies in Computers, Science and Engineering, 6(1), 20.
Lee, B. K., & Lee, W. N. (2004). The effect of information overload on consumer choice quality in an on‐line environment. Psychology & Marketing, 21(3), 159-183.
Li, C.-Y. (2017). Why do online consumers experience information overload? An extension of communication theory. Journal of information science, 43(6), 835-851.
Ma, D. (2017). eBay 成立 22 年　靠 SEO 及人工智能提升買賣家體驗.
Reutskaja, E., & Hogarth, R. M. (2009). Satisfaction in choice as a function of the number of alternatives: When “goods satiate”. Psychology & Marketing, 26(3), 197-203.
Richard, M.-O., Chebat, J.-C., Yang, Z., & Putrevu, S. (2010). A proposed model of online consumer behavior: Assessing the role of gender. Journal of Business Research, 63(9-10), 926-934.
Schneider, S. C. (1987). Information overload: Causes and consequences. Human Systems Management, 7(2), 143-153.
Sweller, J. (2011). Cognitive load theory Psychology of learning and motivation (Vol. 55, pp. 37-76): Elsevier.
Sweller, J., Van Merrienboer, J. J., & Paas, F. G. (1998). Cognitive architecture and instructional design. Educational psychology review, 10(3), 251-296.
Van der Heijden, H., & Verhagen, T. (2004). Online store image: conceptual foundations and empirical measurement. Information & Management, 41(5), 609-617.
Walsh, G., & Mitchell, V.-W. (2010). The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction. European Journal of Marketing, 44(6), 838-859.

指導教授

林熙禎許文錦

審核日期

2018-7-10

推文