本研究探討語音與文字溝通方式在對話式商務情境中如何影響消費者認知負荷。隨著人工智慧技術的進步，聊天機器人在電子商務中的應用日益廣泛，企業需要深入理解不同溝通模式對消費者決策過程的影響。研究結果指出產品類型（享樂型與功利型）會顯著調節溝通方式對認知負荷的影響，同時考量任務複雜度作為重要的調節因素。在資訊過載的數位環境中，優化溝通方式可有效減輕消費者的認知負擔，提升決策品質與購物體驗。研究貢獻主要包括：分析產品類型如何影響消費者的資訊處理與決策行為，從認知負荷的角度深入理解消費者與企業間的溝通模式，以及探討任務複雜度對溝通方式和認知負荷關係的調節作用。透過實證研究，本研究提供企業在設計聊天機器人與消費者的對話式商務策略時的理論依據，有助於企業優化人機互動設計，提升消費者體驗並改善商業績效，同時為未來研究提供新的研究方向。;This study examines how voice and text communication methods in conversational commerce affect consumer cognitive load. As artificial intelligence technology advances, chatbots have become increasingly prevalent in e-commerce, requiring businesses to develop a deeper understanding of how different communication modes impact consumer decision-making processes. The research results indicate that product type (hedonic vs. utilitarian) significantly moderates the effect of communication methods on cognitive load, while also considering task complexity as an important moderating factor. In a digital environment characterized by information overload, optimizing communication methods can effectively reduce consumers′ cognitive burden, enhancing decision quality and shopping experience. The main research contributions include: analyzing how product types influence consumer information processing and decision-making behavior, understanding consumerbusiness communication patterns from a cognitive load perspective, and exploring the moderating effect of task complexity on the relationship between communication methods and cognitive load. Through empirical research, this study provides theoretical foundations for businesses designing chatbot and conversational commerce strategies, helping optimize human-machine interaction design, enhance consumer experience, and improve business performance, while also offering new directions for future research.
