聊天機器人已成未來電子商務運用的趨勢，如何運用使消費者有良好的使用體驗是品牌需關注的課題。本研究以電子商務平台淘寶APP中的「阿里小蜜」聊天機器人為背景，探討消費者如何運用降低不確定性理論中的資訊尋求策略增加信任度、進而影響使用意圖與消費者品牌參與。此外加入人工智慧焦慮作為干擾變數在網絡外部性、知覺價值、擬社會互動對信任的干擾。
本研究結果發現，功利價值、享樂價值中的視覺美學設計、擬社會互動能正向影響信任度，並進一步促進使用意圖與消費者品牌參與。本研究擴展過去聊天機器人的使用動機至使用體驗研究，並將降低不確定性理論結合知覺價值、消費者品牌參與、人工智慧焦慮做探討，補足過去該理論研究缺口。並為語音辨識介面相關研究從過往文字與語音偏好研究過渡到語音品質方面的探討。且本研究提供建議給欲開發聊天機器人的企業未來所需注意的方向，以此發揮聊天機器人最大的行銷效益。

Chatbot will be very important in the future, so merchants need to know how to use it to make the customer have pleasent experiences. The research takes the Ali Chatbot for example, to understand customer how to increase trust, intention and customer branding engagement by the information-seeking stratagies of uncertainty reduction theory. In addition, the research adds AI anxiety as disturbance variable to test the disturbance of AI anxiety on network externality, perceived value, parasocial interaction and trust.
The research found that utilitarian value, aesthetics of the hedonic value, parasocial interaction increase trust, intention and customer branding engagement of customer. The research explodes the chatbot research from motivation research to experences research, and makes uncertainty reduction theory combine perceived value, customer branding engagement and AI anxiety to make up for the theoretical research gap in the past. In addition, the research on the interface of speech recognition transitioned from the research of text and speech preference to the speech quality. This research provides suggestions for companies that want to develop chatbots to pay attention to in the future, so as to maximize the marketing benefits of chatbots.

目錄
壹、 緒論 10
第一節 研究背景 10
第二節 研究動機與目的 11
貳、 文獻探討 14
第一節 聊天機器人 （ChatBot） 14
一、 聊天機器人發展與應用 14
二、 淘寶阿里小蜜發展與應用 16
三、 聊天機器人相關研究 18
第二節 降低不確定性理論（Uncertainty Reduction Theory） 21
一、 定義 21
二、 降低不確定性策略（Uncertainty Reduction Strategy） 23
三、 聊天機器人使用中的不確定性與信任 35
第四節 人工智慧焦慮（AI Anxiety） 38
第五節 消費者回應 41
一、 使用意圖（Usage Intention） 41
二、 消費者品牌參與（Consumer Brand Engagement） 42
參、 研究方法 44
第一節 觀念架構 44
第二節 假說推論 45
第三節 研究方法與設計 53
一、 研究對象 53
二、 研究程序 53
三、 變數衡量 53
四、 分析方法 56
肆、 統計檢定 56
第一節、描述性檢定 56
第二節、信效度分析 63
一、整體信效度分析 63
三、區別效度檢驗 66
四、結構模型評鑑 67
五、路徑分析 70
六、人工智慧焦慮對模型的干擾效果 74
第三節、假說檢定 82
伍、 研究討論 84
第一節、降低不確定性策略的影響 84
第二節、人工智慧焦慮的干擾作用 88
陸、 結論與建議 90
第一節、結論 90
第二節、研究貢獻 91
一、理論貢獻 91
二、實務貢獻 92
三、研究限制與建議 94
參考文獻 95
附錄 113

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