聊天機器人不確定性與信任、品牌參與之關係

Relationships among Uncertainty, Trust, and Brand Engagement in Chatbot

愈來愈多的電子商務運用聊天機器人。本研究以降低不確定性理論探討消費者降低使用聊天機器人之不確定性策略、這些策略對聊天機器人使用意圖與品牌參與的影響。本研究結果發現，消費者所採取之主動策略與互動策略可正向影響信任度，並進一步提高使用意圖與品牌參與。本研究並比較高低人工智慧焦慮之差異。本研究結合降低不確定性理論、品牌參與、人工智慧焦慮研究聊天機器人之應用，補足研究缺口，提供業者實務建議。

Chatbot has become popular in e-commerce. This study applied uncertainty reduction theory to investigate consumer strategies that customers used to reduce uncertainty when using chatbot. It also examined how they affected usage intention and brand engagement. The results showed that the proactive and interactive strategies adopted by consumers positively affected trust leading to an enhancement of usage intention and brand engagement. This study also found differences between high and low AI anxiety. This research integrated uncertainty reduction theory, brand engagement, and AI anxiety to investigate the chatbot application. Finally, this research offers practical suggestions.