探討幽默感、消費者人格特質與個人化對於聊天機器人之消費者行為影響

Abstract

隨著人工智慧技術的進步，聊天機器人在日常生活中的應用逐漸普及，成為企業優化業務流程的重要工具，並在社群媒體中嶄露頭角，成為受歡迎的數位行銷工具。相對於傳統的客服服務，聊天機器人能透過智能化的方式解決問題，並利用24小時即時互動、演算法功能及擬人化的情感表達，成功與消費者建立更深層次的連結，促進品牌與消費者之間的關係。然而，在聊天機器人的智能提升之下，也開始引起消費者對於個人資訊安全的擔憂，以及對這種近乎人類但非人類的設計感到不適應，並可能對品牌或產品帶來負面影響。本研究旨在探討聊天機器人中的言語表達方式和功能設計以及消費者之特質影響，並採取2幽默感程度（高幽默感／低幽默感）x2消費者人格特質（外向人格／內向人格）x2個人化程度（高個人化／低個人化）三因子組間實驗設計，探討消費者對聊天機器人之消費者行為（聊天機器人持續使用意願、品牌態度、購買意願）之影響，並探討隱私顧慮對自變項和依變項之間的中介效果影響。本研究結果顯示，（1）在聊天機器人的言語表達方式中，高幽默感相較於低幽默感的聊天機器人，更能引發消費者較佳之消費者行為；（2）在消費者人格特質中，人格特質外向者相較於人格特質內向者，能表現出較佳之消費者行為；（3）在聊天機器人的功能設計之中，高個人化相較於低個人化的聊天機器人，更能引發消費者較佳之消費者行為；（4）高個人化的聊天機器人搭配人格特質外向者時，消費者會產生較佳之消費者行為；（5）隱私顧慮在自變項與依變項之間並未能顯著地發揮中介效果。With the advancement of artificial intelligence technology, chatbots have gradually become ubiquitous in daily life, emerging as crucial tools for businesses to optimize operational processes. They have gained prominence in social media, serving as popular digital marketing tools. In contrast to traditional customer service, chatbots employ intelligent solutions, coupled with 24/7 real-time interaction, algorithmic functionalities, and personified emotional expressions, successfully fostering deeper connections with consumers, and enhancing the relationship between brands and consumers. However, the increasing intelligence of chatbots has also sparked concerns among consumers regarding the security of personal information and discomfort with designs that mimic human attributes but lack true human essence, potentially leading to adverse impacts on brands or products.This study aims to investigate the influence of language expression, functional design in chatbots, and consumer traits. Adopting a 2 (humor level: humor/non-humor) x 2 (consumer personality: extrovert/introvert) x 2 (personalization level: personalized/non-personalized) three-factor between-subjects experimental design. The research explores the effects on consumer behavior towards chatbots (continuance usage intention, brand attitude, purchase intention) and examines the mediating effects ofprivacy concerns on relationships between independent and dependent variables.The findings of this study indicate that (1) in the language expression of chatbots, humor compared to non-humor induces more positive consumer behavior; (2) in consumer personality traits, extroverted individuals exhibit more positive consumer behavior than introverted consumers; (3) in the functional design of chatbots, personalized features compared to non-personalized ones elicit more positive consumer behavior; (4) when paired with extroverted consumer personality traits, personalized chatbots lead to more positive consumer behavior; (5) privacy concerns did not significantly mediate the relationship between independent and dependent variables.