English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 110097/141043 (78%)
Visitors : 46424166      Online Users : 491
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/140548


    Title: 聊天機器人之採用行為與顧客品牌關係之研究
    A Study on the Adoption Behavior of Chatbots and Customer Brand Relationships
    Authors: 王若璇
    Wang, Jo-Hsuan
    Contributors: 陳建維
    Chen, Chien Wei
    王若璇
    Wang, Jo-Hsuan
    Keywords: 品牌聊天機器人
    科技接受模型
    顧客品牌關係
    Date: 2022
    Issue Date: 2022-07-01 15:58:56 (UTC+8)
    Abstract: 聊天機器人透過電腦程式設計與人工智慧技術的應用,藉由預先設定的腳本或是自然語言處理技術模擬如真人般的對話。自2016年Meta (前身為臉書)與微軟開放各自通訊平台的聊天機器人開發資源後,聊天機器人開始成為許多品牌積極開發的行銷溝通工具,其主要目的包括將聊天機器人設計為全時段的客戶服務以分擔真人客服的工作量;或者品牌會根據活動與優惠檔期設計聊天機器人以增加期間內與消費者的互動;品牌亦可以將聊天機器人互動中所蒐集到的消費者行為資料加以分析,達到更加精準的行銷目標。本研究欲探討品牌在推出品牌聊天機器人時消費者的知覺感受將如何影響消費者的滿意度與持續使用意圖,以及研究品牌推出聊天機器人是否可以真的幫助到品牌長期與與消費者維繫關係並且值得品牌持續投入開發。

    本研究架構包含消費者的感知有用性、感知易用性、感知享受與感知風險,使用品牌聊天機器人後的滿意度與持續使用意願,以及品牌效益相關變數,透過問卷調查的方式探討知覺感受如何影響品牌聊天機器人的滿意度與持續使用意圖,並探討品牌聊天機器人的使用體驗如何影響顧客語品牌的關係。最後總共回收有效問卷236份,研究結果顯示:正向的感知有用性、感知易用性與感知享受皆有助於提升消費者對品牌聊天機器人的滿意度與持續使用意圖,而越高的感知易用性則會提升感知有用性。感知風險則是負向影響消費者對品牌聊天機器人的滿意度與持續使用意圖。此外,正向的聊天機器人使用體驗將提高消費者與品牌互動的意願,而如果品牌聊天機器人讓消費者有較高的社會臨場感將會強化其與品牌持續互動的意願,並且有助於進一步幫助消費者成為品牌的忠誠顧客。最後,消費者對於使用品牌聊天機器人的自我效能並不會在模型中產生調節效果,個人資訊科技創新程度則是會產生負向顯著的調節效果。
    Reference: 一、中文文獻
    1.王昊奮、邵浩、李方圓、張凱、宋亞楠 (2019)。中文自然語言處理實戰:聊天機器人與深度學習整合應用。台灣:博碩。
    2.數位時代(2019)。真人吃不下的客服量,它30秒搞定!3個成功案例,看Chatbot「聊」出大商機。民111年5月28日,取自:https://www.bnext.com.tw/article/54610/chatbot-kfc-skyscanner
    3.Chatisfy. (2021)。超過22億名用戶在使用臉書與Messenger你想抓住幾個?民111年5月28日,取自:https://www.chatisfy.com/messenger
    4.Gosky. (2022)。GoSky 社群 CRM 關鍵報告白皮書. 民111年5月22日,取自: https://www.goskyai.com/tw-blog/gosky-2022-social-crm-whitepaper
    5.Meta. (2019)。大勢所趨?不可不知的對話式商務。民111年5月22號,取自:https://www.facebook.com/business/news/insights/conversational-commerce
    6.Wang. E. (2018)。KFC 肯德基 Chatbot 輕鬆完成線上訂餐。民111年5月28號,取自:https://rb.gy/cdfzed

    二、英文文獻
    1.Adamopoulou, E., & Moussiades, L. (2020). An Overview of Chatbot Technology. In I. Maglogiannis, L. Iliadis, & E. Pimenidis, Artificial Intelligence Applications and Innovations Cham.
    2.Agarwal, R., & Prasad, J. (1998). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information systems research, 9(2), 204-215.
    3.Alreck, P. L., & Settle, R. B. (1999). Strategies for building consumer brand preference. Journal of Product & Brand Management, 8, 130-144.
    4.Ambler, T., Bhattacharya, C. B., Edell, J., Keller, K. L., Lemon, K. N., & Mittal, V. (2002). Relating brandand customer perspectives on marketing management. Journal of service research, 5(1), 13-25.
    5.Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer research, 20(4), 644-656.
    6.Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Prentice-Hall, Inc.
    7.Bauer, R. A. (1960). Consumer Behavior as Risk Taking. Risk Taking and Information Handling in Consumer Behavior. D. F. Cox. Cambridge, Mass, Harvard University Press. 389-398.
    8.Bedué, P. (2020b). Just Fun and Games? Utilitarian and Hedonic Chatbot Perceptions and Their Role for Continuance Intentions. In W. Abramowicz & G. Klein, Business Information Systems Cham.
    9.Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 351-370.
    10.Biocca, F. (1997). The Cyborg`s Dilemma: Progressive Embodiment in Virtual Environments [1]. Journal of Computer-Mediated Communication, 3(2). https://doi.org/10.1111/j.1083-6101.1997.tb00070.x
    11.Biocca, F., Harms, C., & Burgoon, J. (2003). Towards A More Robust Theory and Measure of Social Presence: Review and Suggested Criteria. Presence, 12, 456-480. https://doi.org/10.1162/105474603322761270
    12.Boerman, S. C., Kruikemeier, S., & Zuiderveen Borgesius, F. J. (2017). Online Behavioral Advertising: A Literature Review and Research Agenda. Journal of Advertising, 46(3), 363-376. https://doi.org/10.1080/00913367.2017.1339368
    13.Botha, E., & Reyneke, M. (2016). The Influence of Social Presence on Online Purchase Intention: An Experiment with Different Product Types. In C. Campbell & J. Ma, Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing Cham.
    14.Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of marketing, 73(3), 52-68.
    15.Brandtzaeg, P. B., & Følstad, A. (2017). Why people use chatbots. International conference on internet science,
    16.Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of service research, 14(3), 252-271.
    17.Budulan, Ș. (2018). Chatbot Categories and Their Limitations. https://dzone.com/articles/chatbots-categories-and-their-limitations-1
    18.Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness. Journal of interactive marketing, 23(4), 321-331. https://doi.org/https://doi.org/10.1016/j.intmar.2009.07.002
    19.Caro, L. M., & García, J. A. M. (2007). Cognitive–affective model of consumer satisfaction. An exploratory study within the framework of a sporting event. Journal of Business Research, 60(2), 108-114.
    20.Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
    21.Chen, C.-F., & Chen, P.-C. (2011). Applying the TAM to travelers’ usage intentions of GPS devices. Expert Systems with Applications, 38(5), 6217-6221.
    22.Chen, C.-F., & Wang, J.-P. (2016). Customer participation, value co-creation and customer loyalty – A case of airline online check-in system. Computers in Human Behavior, 62, 346-352. https://doi.org/https://doi.org/10.1016/j.chb.2016.04.010
    23.Cheng, Y., & Jiang, H. (2022). Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts. Journal of Product & Brand Management, 31(2), 252-264. https://doi.org/10.1108/JPBM-05-2020-2907
    24.Compeau, D., Higgins, C. A., & Huff, S. (1999). Social Cognitive Theory and Individual Reactions to Computing Technology: A Longitudinal Study. MIS Quarterly, 23(2), 145-158. https://doi.org/10.2307/249749
    25.Compeau, D. R., & Higgins, C. A. (1995). Computer Self-Efficacy: Development of a Measure and Initial Test. MIS Quarterly, 19(2), 189-211. https://doi.org/10.2307/249688
    26.Cyr, D., Hassanein, K., Head, M., & Ivanov, A. (2007). The Role of Social Presence in Establishing Loyalty in e-Service Environments. Interacting with Computers, 19, 43-56. https://doi.org/10.1016/j.intcom.2006.07.010
    27.Datareportal. (2022). DIGITAL 2022: TAIWAN. Retrieved May 22, 2022 from https://datareportal.com/reports/digital-2022-taiwan
    28.Davis, F. D. (1985). A technology acceptance model for empirically testing new end-user information systems: Theory and results Massachusetts Institute of Technology].
    29.Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8), 982-1003. http://www.jstor.org/stable/2632151
    30.Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to Use Computers in the Workplace1. Journal of Applied Social Psychology, 22(14), 1111-1132. https://doi.org/https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
    31.Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of marketing.
    32.Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
    33.Dowling, G., Staelin, R., 1994. A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21, 119–134.
    34.Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of marketing, 61(2), 35-51.
    35.Eastin, M. S. (2002). Diffusion of e-commerce: an analysis of the adoption of four e-commerce activities. Telematics and Informatics, 19(3), 251-267.
    36.Erciş, A., Ünal, S., Candan, F. B., & Yıldırım, H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia-Social and Behavioral Sciences, 58, 1395-1404.
    37.Farhat, K., Mokhtar, S. S. M., & Salleh, S. B. M. (2021). Role of brand experience and brand affect in creating brand engagement: A case of higher education institutions (HEIs). Journal of Marketing for Higher Education, 31(1), 107-135.
    38.Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451-474.
    39.Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behaviour: An introduction to theory and research (Vol. 27).
    40.Flynn, L. R., & Goldsmith, R. E. (1993). A validation of the Goldsmith and Hofacker innovativeness scale. Educational and psychological measurement, 53(4), 1105-1116.
    41.Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 51-90.
    42.Gefen, D., & Keil, M. (1998). The impact of developer responsiveness on perceptions of usefulness and ease of use: An extension of the technology acceptance model. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 29(2), 35-49.
    43.Gentsch, P. (2018). AI in marketing, sales and service. How marketers without a data science degree can use AI, big data and bots. Palgrave Macmillan.
    44.Gist, M. E. (1987). Self-efficacy: Implications for organizational behavior and human resource management. Academy of management review, 12(3), 472-485.
    45.Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the academy of marketing science, 19(3), 209-221.
    46.Ha, H.-Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4, 438-452. https://doi.org/10.1002/cb.29
    47.Hassanein, K., & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65(8), 689-708. https://doi.org/https://doi.org/10.1016/j.ijhcs.2006.11.018
    48.Heale, R., & Twycross, A. (2015). Validity and reliability in quantitative studies. Evidence-based nursing, 18(3), 66-67.
    49.Heinonen, K., & Strandvik, T. (2002). Consumer responsiveness to marketing communication in digital channels. Frontiers of e-Business Research, 137-152.
    50.Heinonen, K., & Strandvik, T. (2006). Consumer Responsiveness to Mobile Marketing. Hanken School of Economics, Working Papers, 5. https://doi.org/10.1504/IJMC.2007.014177
    51.Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of marketing.
    52.Heo, M., & Lee, K. J. (2018). Chatbot as a new business communication tool: The case of naver talktalk. Business Communication Research and Practice, 1(1), 41-45.
    53.Higgins, E. T. (2006). Value from hedonic experience and engagement. Psychological review, 113(3), 439.
    54.Hill, J., Ford, W. R., & Farreras, I. G. (2015). Real conversations with artificial intelligence: A comparison between human–human online conversations and human–chatbot conversations. Computers in Human Behavior, 49, 245-250.
    55.Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.
    56.Horppu, M., Kuivalainen, O., Tarkiainen, A., & Ellonen, H. K. (2008). Online satisfaction, trust and loyalty, and the impact of the offline parent brand. Journal of Product & Brand Management.
    57.Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer research, 17(2), 141-148.
    58.Hsu, M.-H., & Chiu, C.-M. (2004). Internet self-efficacy and electronic service acceptance. Decision Support Systems, 38(3), 369-381. https://doi.org/https://doi.org/10.1016/j.dss.2003.08.001
    59.Hsu, M. H., Chiu, C. M., & Ju, T. L. (2004). Determinants of continued use of the WWW: an integration of two theoretical models. Industrial Management & Data Systems, 104(8/9), 766-775. https://doi.org/http://dx.doi.org/10.1108/02635570410567757
    60.Hussain, S., Ameri Sianaki, O., & Ababneh, N. (2019). A Survey on Conversational Agents/Chatbots Classification and Design Techniques. In L. Barolli, M. Takizawa, F. Xhafa, & T. Enokido, Web, Artificial Intelligence and Network Applications Cham.
    61.Igbaria., M., (1993) “User Acceptance of Microcomputer Technology: An Empirical Test” Omega, 21(1). 73-91
    62.Igbaria, M., Iivari, J., & Maragahh, H. (1995). Why do individuals use computer technology? A Finnish case study. Information & Management, 29(5), 227-238. https://doi.org/https://doi.org/10.1016/0378-7206(95)00031-0
    63.Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570-582. https://doi.org/10.1057/bm.2010.58
    64.Im, I., Kim, Y., & Han, H.-J. (2008). The effects of perceived risk and technology type on users’ acceptance of technologies. Information & Management, 45(1), 1-9.
    65.InsiderIntelligence. (2022). Top AI chatbots for business in 2022: Benefits and platform integrations. Retrieved May 23, 2022 from https://www.insiderintelligence.com/insights/best-ai-chatbots-online-robot-chat/
    66.Jacoby, J., & Chestnut, R. W. (1978). Brand Loyalty, Measurement and Management.
    67.Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. ACR special volumes.
    68.Janarthanam, S. (2017). Hands-On Chatbots and Conversational UI Development. Packet Publishing Ltd.
    69.Jex, S. M., & Bliese, P. D. (1999). Efficacy beliefs as a moderator of the impact of work-related stressors: a multilevel study. Journal of Applied Psychology, 84(3), 349.
    70.Kaplan, L. B., Szybillo, G. J., & Jacoby, J. (1974). Components of perceived risk in product purchase: A cross-validation. Journal of Applied Psychology, 59(3), 287.
    71.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
    72.Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
    73.Kim, Y. H., Kim, D. J., & Wachter, K. (2013). A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56, 361–370. https://doi.org/10.1016/j.dss.2013.07.002
    74.Kirton, M. (1976). Adaptors and innovators: A description and measure. Journal of Applied Psychology, 61(5), 622.
    75.Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value. Journal of Service Research - J SERV RES, 13, 297-310. https://doi.org/10.1177/1094670510375602
    76.Lau, G. T., & Lee, S. H. (1999). Consumers` trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341-370.
    77.Lee, H., Choi, S. Y., & Kang, Y. S. (2009). Formation of e-satisfaction and repurchase intention: Moderating roles of computer self-efficacy and computer anxiety. Expert Systems with Applications, 36(4), 7848-7859.
    78.Lee, M.-C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 8(3), 130-141. https://doi.org/https://doi.org/10.1016/j.elerap.2008.11.006
    79.Lee, Y., Kozar, K. A., & Larsen, K. R. (2003). The technology acceptance model: Past, present, and future. Communications of the Association for Information Systems, 12(1), 50.
    80.Ling, K. C., Daud, D. B., Piew, T. H., Keoy, K. H., & Hassan, P. (2011). Perceived risk, perceived technology, online trust for the online purchase intention in Malaysia. International Journal of Business and Management, 6(6), 167.
    81.Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225-237.
    82.Luarn, P., & Lin, H.-H. (2005). Toward an understanding of the behavioral intention to use mobile banking. Computers in Human Behavior, 21(6), 873-891.
    83.Manen, V. (2016). Bot or not: this is why Facebook bets on chatbots. https://marketingfacts.nl/berichten/chatbots-facebook-inzet-chatbots-messenger
    84.Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer research, 20(3), 451-466.
    85.McTear, M. C. C., Zoraida; Griol Barres, David. (2016). The conversational interface. Talking to smart devices. Springer.
    86.Merrilees, B. (2016). Interactive brand experience pathways to customer-brand engagement and value co-creation. Journal of Product & Brand Management, 25, 402-408. https://doi.org/10.1108/JPBM-04-2016-1151
    87.Messina, C. (2016). 2016 will be the year of conversational commerce. https://medium.com/chris-messina/2016-will-be-the-year-of-conversational-commerce-1586e85e3991#.bsdskkyji
    88.Midgley, D. F., & Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of Consumer research, 4(4), 229-242.
    89.Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of marketing, 57(1), 81-101.
    90.Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of marketing research, 29(3), 314-328.
    91.Morgan, R., & Hunt, S. (1994). The Commitment-Trust Theory of Relationship Marketing. the journal of marketing, 58, 20-38. https://doi.org/10.2307/1252308
    92.Morgan-Thomas, A., & Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1), 21-27.
    93.Morris, J. D., Choi, Y., & Ju, I. (2016). Are Social Marketing and Advertising Communications (SMACs) Meaningful?: A Survey of Facebook User Emotional Responses, Source Credibility, Personal Relevance, and Perceived Intrusiveness. Journal of Current Issues & Research in Advertising, 37(2), 165-182. https://doi.org/10.1080/10641734.2016.1171182
    94.Morrison, S., & Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14(5), 410-421.
    95.Mou, Y., & Xu, K. (2017). The media inequality: Comparing the initial human-human and human-AI social interactions. Computers in Human Behavior, 72, 432-440.
    96.Murphy, P. E., & Enis, B. M. (1986). Classifying products strategically. Journal of marketing, 50(3), 24-42.
    97.Nimavat, K., & Champaneria, T. (2017). Chatbots: An overview. Types, Architecture, Tools and Future Possibilities.
    98.Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
    99.Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer. Routledge.
    100.Ong, C. H., Lee, H. W., & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing & Management, 27(7), 755-774.
    101.Papadopoulou, P., Andreou, A., Kanellis, P., & Martakos, D. (2001). Trust and relationship building in electronic commerce. Internet Research, 11(4), 322-332. https://doi.org/10.1108/10662240110402777
    102.Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 115-143.
    103.Peter, J. P., Ryan, Michael J. (1976). “An Investigation of Perceived Risk at the Brand Level.” Journal of Marketing Research 13(May): 184-188.
    104.Premkumar, G., & Bhattacherjee, A. (2008). Explaining information technology usage: A test of competing models. Omega, 36(1), 64-75.
    105.Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21(7), 664-683.
    106.Roger, E. M. (1983). Diffusion of Innovation (Third Ed.). The Free Press, New York.
    107.Roger, E. M. (1995). Diffusion of Innovation (Fourth Ed.). The Free Press, New York.
    108.Rogers, E. M. a. F. F. S. (1971). Communication of Innovations. The Free Press, New York.
    109.Rourke, L., Anderson, T., Garrison, D. R., & Archer, W. (1999). Assessing Social Presence in Asynchronous Text-based Computer Conferencing. The Journal of Distance Education / Revue de l`ducation Distance, 14(2), 50-71.
    110.Sääksjärvi, M., & Samiee, S. (2011). Relationships among brand identity, brand image and brand preference: differences between cyber and extension retail brands over time. Journal of interactive marketing, 25(3), 169-177.
    111.Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301.
    112.Shopify. (2016). Conversational Commerce. https://www.shopify.com/encyclopedia/conversational-commerce
    113.Srinivasan, K. N., Cecilia; Tanguturi, Praveen. (2018). Chatbots are here to stay. So what are you waiting for? . Accenture.
    114.Statista. (2021). Number of monthly active Instagram users from January 2013 to December 2021. Retrieved May 26, 2022 from https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/
    115.Teo, T. S. H., Lim, V. K. G., & Lai, R. Y. C. (1999). Intrinsic and extrinsic motivation in Internet usage. Omega, 27(1), 25-37. https://doi.org/https://doi.org/10.1016/S0305-0483(98)00028-0
    116.Trivedi, J. (2019). Examining the customer experience of using banking chatbots and its impact on brand love: The moderating role of perceived risk. Journal of internet Commerce, 18(1), 91-111.
    117.Tsai, W.-H. S., Liu, Y., & Chuan, C.-H. (2021). How chatbots` social presence communication enhances consumer engagement: the mediating role of parasocial interaction and dialogue. Journal of Research in Interactive Marketing.
    118.Tu, C.-H. (2000). On-line learning migration: From social learning theory to social presence theory in a CMC environment. J. Network and Computer Applications, 23, 27-37. https://doi.org/10.1006/jnca.1999.0099
    119.Tu, C.-H., & McIsaac, M. (2002). The relationship of social presence and interaction in online classes. The American journal of distance education, 16(3), 131-150.
    120.Van den Broeck, E., Zarouali, B., & Poels, K. (2019). Chatbot advertising effectiveness: When does the message get through? Computers in Human Behavior, 98, 150-157.
    121.van der Heijden, H. (2004). User Acceptance of Hedonic Information Systems. MIS Quarterly, 28(4), 695-704. https://doi.org/10.2307/25148660
    122.van Doorn, J., Lemon, K., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research - J SERV RES, 13, 253-266. https://doi.org/10.1177/1094670510375599
    123.Wang, L. C., Baker, J., Wagner, J. A., & Wakefield, K. (2007). Can a retail web site be social? Journal of marketing, 71(3), 143-157.
    124.Westbrook, R. A., & Oliver, R. L. (1981). Developing better measures of consumer satisfaction: some preliminary results. ACR North American Advances.
    125.Wirtz, J., & Bateson, J. E. (1999). Consumer satisfaction with services: integrating the environment perspective in services marketing into the traditional disconfirmation paradigm. Journal of Business Research, 44(1), 55-66.
    126.Yi, M. Y., Fiedler, K. D., & Park, J. S. (2006). Understanding the role of individual innovativeness in the acceptance of IT‐based innovations: Comparative analyses of models and measures. Decision sciences, 37(3), 393-426.
    127.Zarouali, B., Van den Broeck, E., Walrave, M., & Poels, K. (2018). Predicting consumer responses to a chatbot on Facebook. Cyberpsychology, Behavior, and Social Networking, 21(8), 491-497.
    128.Zumstein, D., & Hundertmark, S. (2017). CHATBOTS--AN INTERACTIVE TECHNOLOGY FOR PERSONALIZED COMMUNICATION, TRANSACTIONS AND SERVICES. IADIS International Journal on WWW/Internet, 15(1).
    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    109351011
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109351011
    Data Type: thesis
    DOI: 10.6814/NCCU202200583
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

    Files in This Item:

    File Description SizeFormat
    101101.pdf2620KbAdobe PDF20View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback