對話式服務應用範圍與價值之探索性研究-以臺灣Chatbot業者為例;The Exploratory Research of Conversation Service Application Scope and Value - Case Study of Taiwan Chatbot Industry

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題名:	對話式服務應用範圍與價值之探索性研究-以臺灣Chatbot業者為例;The Exploratory Research of Conversation Service Application Scope and Value - Case Study of Taiwan Chatbot Industry
作者:	楊雅嵐;Yang, Ya-Lan
貢獻者:	資訊管理學系在職專班
關鍵詞:	對話式服務;聊天機器人;探索性研究;Conversation Service;Chatbot;Exploratory Research
日期:	2018-06-05
上傳時間:	2018-08-31 14:47:42 (UTC+8)
出版者:	國立中央大學
摘要:	隨著人工智慧技術的進步，社群即時通訊軟體的黏著度極高，各大即時通訊軟體陸續開放Chatbot API，科技大廠也都釋出自然語言處理與機器學習技術的相關工具，瞬間讓Chatbot成為開發者社群中最火熱的話題，主因是看到使用者行為的轉變，使用智慧型手機時習慣集中於固定的APP，正式宣告「後App」時代的來臨。使用者只要透過即時通訊軟體，發送訊息給指定的Chatbot便能得到服務，不但可以解決APP過於零散的問題，也不用適應不同的服務介面，一切回歸到最直覺的文字對話式的服務。透過AI、Chatbot的機制，可以大幅降低企業回覆消費者制式提問的時間與成本，又可以達到全年無休24小時的服務，不僅提升顧客滿意度，也可透過互動了解顧客的需求，增加消費轉換率，又能讓企業把時間與精神放在更複雜、更具有價值的工作上。Chatbot可以替換掉部分的人工成為企業服務客戶的重要關鍵，而成功的企業必將發展出結合自動化機器與真人服務的複合型商業模式，發揮出兩者最大效益。本研究為探索性的質性研究，採個案分析法，主要探討對話式服務的產業概況、系統技術與應用價值及發展趨勢，以臺灣地區具有代表性的Chatbot技術開發與應用的三家業者作為訪談對象，藉由深度訪談瞭解臺灣Chatbot業者的態度、想法與具體作法，從中彙整以釐清定義、性質、應用範圍與價值，並評估Chatbot發展趨勢。研究結果發現對話式服務適合發展的商業應用分為客服諮詢與數位行銷兩大方向，部分業者將Chatbot做為資料蒐集的入口管道，結合大數據分析消費者輪廓找到潛在商機。 ;With the advance of artificial intelligence, an increasing number of people showed great interest in and started to use instant messaging as their primary source of communication. Responding to the massive market demand, major instant messaging providers have provided Chatbot API in succession. Accordingly, high-tech companies have developed and released professional instruments specialized in natural language processing and machine learning to support the operation of Chatbot. Before long, Chatbot becomes a hot topic in the software developer community due to obvious behavior changes happening to most smart phone users--focusing on one or several Apps that they are used to using, which signifies the arrival of the “post-App” era. By messaging specific Chatbots on instant messengers, users are able to enjoy specific services, which not only overcomes the weakness of fragmented App, but unifies numerous service interfaces into one backed up by an intuitive text-conversation service. Taking advantage of the mechanism of AI and Chatbot, service providers are capable of saving the time and the labor cost spent on replying to customers and meanwhile ensures a constantly available service throughout. In addition to improving customers satisfaction, Chatbot will benefit the enhancement of consumption conversion rate with a better understanding of customers’ needs learned from frequent interactions, by which the providers are able to focus on much more valuable tasks. Generally speaking, Chatbot is believed to be able to partially take the place of humans in contact center and become a key step of customer service for companies. Therefore, successful companies would certainly develop their hybrid business models combining machines and real-life services for maximizing the benefits of both sides. The present project is an exploratory research adopting case study method to look into the application value and the developing trend of Chatbot technology based on a comprehensive overview of the industry. Interviews were conducted with three representative companies in Taiwan’s Chatbot technology industry, by which to outline a big picture of the attitudes, perspectives and expectation held by the practitioners of Chatbot technology. In doing so, the present research is supposed to provide a clear definition of Chatbot, identify the potential and the application scope of the technology, and then anticipate the trend of development. The result of this research shows that the commercial applications of conversational services have great potential in two aspects: customer service consulting and digital marketing. Besides, some of the practitioners employ Chatbot as an essential approach of data collection for exploring business opportunities under the support of big data.
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