以延伸整合科技接受模式分析品牌聊天機器人對消費者的行為意圖之影響

Abstract

聊天機器人在生活中的應用越來越普及與多元，電子商務的興盛帶動消費者對使用聊天機器人的接受度與熟悉感，國際研究暨顧問機構Gartner就預測，到2025年，將會有50％的知識工作者在每天的日常中使用聊天機器人，會大幅超過2019的2%。因此，本研究採用延伸整合科技接受模式（UTAUT2）分析對消費者而言哪些因素會影響對聊天機器人的行為意圖。本研究以創設虛擬品牌的方式，模擬電商品牌在Facebook中經營粉絲專頁的模式，設計聊天機器人與對話腳本讓未曾體驗過對話式聊天機器人的問卷填答者體驗後再填答問卷，透過SurveyCake共回收了425份有效問卷，在延伸整合科技接受模式理論框架下，刪除不符合研究情境的變項，納入三個符合聊天機器人實際使用情形可能存在的因素，分別是感知信任、感知風險與服務品質，擴充理論框架，更適合解釋消費者對聊天機器人的使用意圖。研究結果顯示，共有四個變項對消費的行為意圖會產生顯著的影響，(1)努力期望顯著影響消費者的行為意圖；(2)促進條件顯著影響消費者的行為意圖；(3)感知信任顯著影響消費者的行為意圖；(4)感知風險顯著影響感知信任。在中介效果的部分；(5)社群影響對行為意圖的影響會受到感知信任的部分中介與(6)享樂動機對行為意圖的影響會受到感知信任的部分中介。As chatbots have become increasingly popular and diversified over the past years, the prosperity of e-commerce drives consumers' acceptance and familiarity with using chatbots. Conversation chatbots, specially developed in the instant messaging application by brand-side companies, have become a notable tool for advertising, marketing, and customer service functions in many industries. Therefore, this research adopts the UTAUT2 model to analyze which factors affect consumer behavioral intentions towards chatbots. This study uses virtual brands to simulate the mode of e-commerce brands operating fan pages on Facebook, designing chatbots and dialogue scripts for questionnaire respondents who have never experienced conversational chatbots before filling out the questionnaire. In this study, a total of 425 valid questionnaires were collected via SurveyCake. Under the framework of the UTAUT2 model, the variables that did not fit the research context were deleted. Three possible factors were included in the actual use of chatbots, namely perceived trust, perceived risk, and service quality, and expand the theoretical framework, which is more suitable for explaining consumer behavioral intentions to use chatbots.The research results show that four variables will have a significant impact on consumer behavioral intentions, (1) Effort expectancy significantly affect consumer behavioral intentions; (2) Facilitating conditions affect consumer behavioral intentions significantly ; (3) Perceived trust significantly affects consumers behavioral intentions; (4) Perceived risk significantly affects perceived trust. In the mediation effects ; (5) There is a partial mediating effect of perceived trust on the social influence; (6) There is a partial mediating effect of perceived trust on the hedonic motivation.