客服聊天機器人溝通風格與擬人化程度對消費者回應之影響：功利主義／享樂主義之調節角色

The influence of customer service chatbot communication style and anthropomorphism on consumer responses: The moderating role of utilitarianism/ hedonism

本研究旨在探討客服聊天機器人溝通風格與擬人化程度對消費者回應之影響，導入消費者價值觀探討其交互作用，並以1366位民眾作為受測者，實施2x2x2的組內實驗設計。研究結果發現：1.客服聊天機器人溝通風格對消費者回應具有顯著影響。2.客服聊天機器人擬人化程度對消費者回應具有顯著影響。3.客服聊天機器人溝通風格與消費者價值觀對消費者回應具有顯著影響。4.客服聊天機器人擬人化程度與消費者價值觀對消費者回應具有顯著影響。5.客服聊天機器人溝通風格與客服聊天機器人擬人化程度對消費者回應具有顯著影響。6.客服聊天機器人溝通風格、擬人化程度及消費者價值觀間對消費者回應具有顯著影響。本研究據此，提出理論貢獻與實務意涵。

This study aims to investigate the influence of customer service chatbot communication style and anthropomorphism on consumer responses, incorporating the moderating role of consumer values. It employed a 2 x 2 x 2 within-subject experimental design with 1366 participants. The results revealed: 1. Significant effects of chatbot communication style on consumer responses. 2. Significant effects of chatbot anthropomorphism on consumer responses. 3. Significant interaction effects between chatbot communication style and consumer values on consumer responses. 4. Significant interaction effects between chatbot anthropomorphism and consumer values on consumer responses. 5. No significant effects of the interaction between chatbot communication style and anthropomorphism on consumer responses. 6. A three-way interaction among chatbot communication style, anthropomorphism, and consumer values resulted in a reversal of effects, leading to higher consumer responses. Based on these findings, the study provides theoretical and practical implications.