劉立行Liu, Li-Hsing高詩淋Kao, Shih-Lin2023-12-082023-07-312023-12-082023https://etds.lib.ntnu.edu.tw/thesis/detail/a3f6cd925221683b68fc3639d3f50e55/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/120831過往的綜合型電商平台客戶服務多以電子郵件或電話聯繫等人工回覆為主。隨著5G落地、人工智慧發展、電商購物節，以及後疫情時期無接觸商機興起，於綜合型電商平台購買需求一躍而上。同時也帶來大量客戶服務需求。隨著生成式AI崛起，聊天機器人不只用於處理顧客需求，更重要的是如何提升顧客對企業的價值，提高銷售客單價、進行會員活動等服務。故本研究將以網路問卷調查法當作研究方法，分別瞭解綜合型電商平台聊天機器人的使用介面與服務內容對消費者的滿意度及需求差異。期望能藉由此份研究內容，提供給綜合型電商平台、甚至更多電商平台，在建置或優化聊天機器人時的服務建議。以網路問卷調查法回收301份有效問卷，使用者目的是聊天機器人能不能快速解決需求及提供想要的服務。以優化「訂單查詢」、「物流與退貨說明」、「促銷優惠與領取折價券」、「關鍵字查詢」、「客服對話」、「優化回覆問題速度」、「提升信賴程度」、「優化上手程度」為主。In the past, customer service on comprehensive e-commerce platforms primarily relied on manual responses through email or telephone contact. With the advent of 5G, the development of artificial intelligence, the rise of e-commerce shopping festivals, and the emergence of contactless business opportunities during the post-pandemic period, there has been a significant increase in demand for purchasing on comprehensive e-commerce platforms. This surge in demand has also brought about a large volume of customer service needs. With the rise of generative AI, chatbots are not only used to handle customer needs but also, more importantly, to enhance the value of customers to the business, increase the average sales value, and provide services such as member activities.Therefore, this study will use an online questionnaire survey as the research method to understand the impact of the user interface and service content of chatbots on consumer satisfaction and demand differences on comprehensive e-commerce platforms. It is hoped that this research content can provide service recommendations to comprehensive e-commerce platforms and even more e-commerce platforms when building or optimizing chatbots. A total of 301 valid questionnaires were collected using theonline questionnaire survey method to assess whether chatbots can quickly resolve user needs and provide desired services. The main focus is on optimizing"order inquiries," "logistics and return instructions," "promotion offers and coupon redemption," "keyword searches," "customer service conversations," "optimizing response speed," "increasing trust levels," and "enhancing user-friendliness."聊天機器人綜合型電商平台消費者行為使用與滿足chatbotcomprehensive e-commerce platformconsumer behaviorusage and satisfactionetd