| 摘要: | 近年來，使用客服機器人提供消費者所需資訊已成為企業在經營顧客關係時經常採用的方法。然而隨著感性消費 (Affective consumption) 與人性商務 (Humanized business) 概念的興起，企業應為品牌增加擬人個性以滿足消費者「期望從購物過程及客服機器人身上感受到人性、情感」的需求。但因目前較少研究與實際案例能完整說明如何達成客服機器人個性化以及個性化對消費者的影響，故本研究將藉由對話腳本的調整為客服機器人增加個性表現，設計出「外向型」、「盡責型」、「神經質型」三款客服機器人，並以 SOR 模型、大五人格為理論基礎，探討客服機器人個性化對於使用者信任、社會距離、知覺風險、顧客投入、購買意圖與購買行為的影響。本研究利用問卷調查法於網路蒐集 128 份有效問卷後，執行 PLS-SEM 分析方法並發現三款個性中，盡責對於信任、社會距離與知覺風險的影響性皆最高；而若使用者對機器人越信任、感受社會距離越近，其後續顧客投入程度會越高，且越願意購買平台商品並做出實際購買行為；此外更發現使用者會較偏好與相似個性機器人互動，符合過往相似吸引理論推論。本研究探討過往較少被討論的「盡責、神經質」個性，期望能為後續研究提供新觀點，並協助企業針對目標客群開發合適的客服機器人個性與服務，藉此優化顧客使用態度與忠誠度。;Using chatbot to provide information needed by consumers has become a common method used by companies in managing customer relationships. And with the concept of affective consumption and humanized business, companies should add anthropomorphic personalities to their brands so as to meet the needs of consumers who “expect to feel humanity and emotion from the shopping process and chatbot.” However, because few studies and actual cases can fully explain how to achieve and what’s the impact of chatbot personalization, we then tried to increase chatbot’s personality performance by adjusting the dialogue scripts, and finally designed three kinds of chatbots which present extraversion, conscientiousness, and neuroticism separately. Based on the SOR model and Big Five personalities, we discussed the effects of chatbot personalization on trust, social distance, perceived risk, customer engagement, purchase intention and purchase behavior.
After collecting 128 valid online questionnaires, we carried out PLS-SEM and found that among the three personalities, conscientiousness has the highest impact on trust, social distance and perceived risk. And if users trust the chatbot more or feel their social distance is closer, they will present higher customer engagement, become more willing to buy the product, and actually purchase the product. In addition, it is also found that users prefer to interact with the chatbot which has similar personalities with themselves, and this finding is in line with the concept of similarity attraction theory.
This study explored the “conscientiousness” and “neurotic” personality dimensions that have been less discussed in the past, hoping it can provide new perspectives for other researchers and help companies develop suitable chatbots for their customers in order to optimize customer attitudes and loyalty. |
