本研究以刻板印象模型為理論基礎，探討使用擬人化的線上客服平台是否會影響消費者對線上客服平台的評價，近一步提出服務失誤類型與服務失誤嚴重程度兩個干擾變數，並試圖解釋消費者對線上客服平台評價背後的行為機制。

實驗一以網購衣服的服務失誤為情境，使用2（擬人化：有擬人化v.s無擬人化）x2（服務失誤類型：過程失誤v.s結果失誤）雙因子實驗設計。結果顯示，消費者在面對服務過程失誤時，相較於無擬人化線上客服平台，他們對擬人化線上客服平台有更高的評價，但若消費者面對服務結果失誤時，他們對於擬人化線上客服平台，反而有更低的評價。且消費者在面對服務過程失誤時，感知溫暖感是使用有擬人化的線上客服平台之二維交互作用對線上客服平台的評價之背後機制，而當消費者在面對服務結果失誤時，感知能力感是使用無擬人化的線上客服平台之二維交互作用對客線上服平台的評價之背後機制。

實驗二以網購泡麵產生相關的服務失誤為情境，使用擬人化(擬人化v.s無擬人化)、服務失誤類型(過程失誤v.s結果失誤)以及服務失誤嚴重程度(高嚴重程度v.s低嚴重程度)的2x2x2三因子設計。結果顯示，消費者面對低服務失誤嚴重性的服務過程失誤後，使用擬人化的線上客服平台，會比使用非擬人化線上客服平台有較高的評價，消費者在面對低服務失誤嚴重性的服務結果失誤後，使用非擬人化的線上客服平台，會比使用擬人化線上客服平台有更高的評價，而消費者在面對高服務失誤嚴重性情況、不論是過程或結果失誤下，使用非擬人化的線上客服平台，會比使用擬人化線上客服平台有更高的評價。消費者使用線上客服平台後所產生的囉唆感是影響上述三維交互作用對線上客服平台的評價產生影響之中介機制。

The current research draws on the stereotype content model to examine how the anthropomorphized online customer service platform affects consumer evaluation in the context of service failure. Two moderators including service failure type and service failure severity are proposed.

Using the service failure of online clothes purchase as the scenario, Study 1 is a 2 (service anthropomorphized: anthropomorphism vs. non-anthropomorphism) x2 (type of service failure: process-based vs. outcome-based) between-subjects design. The results show that when consumers face a process-based service failure, they show more favorable evaluation of the anthropomorphized customer service than the non- anthropomorphized customer service. Opposite results are found when consumers face an outcome-based service failure. Perceived warmth is used to explain why people favor the anthropomorphized online customer service when encountering the process-based service failure. Perceived competence is used to explain why people favor the non-anthropomorphized online customer service when encountering the outcome-based service failure.

Using the service failure of online instant noodles purchase as the scenario, Study 2 is a 2 (service anthropomorphized: anthropomorphism vs. non-anthropomorphism) x2 (type of service failure: process-based vs. outcome-based) x2 (severity of service failure: serious vs. not serious) between-subjects design. The results indicate that participants show more favorable evaluation of the anthropomorphized online customer service than the non-anthropomorphized one when they perceive the service failure as process-based and not serious. However, the anthropomorphized online service backfires when the service failure is considered as outcome-based and not serious. Such the boomerang effect also occurs when people consider the service failure as serious regardless its failure type. Feeling annoyed is used to explain why people have less favorable evaluation of the anthropomorphized online customer service when both failure type and severity of service failure are considered.

論文審定書 i
致謝 ii
中文摘要 iii
英文摘要 iv
第壹章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 4
第四節 研究目的與研究問題 6
第五節 研究架構與研究流程 7
第貳章 文獻探討 9
第一節 前言 9
第二節 擬人化 9
第三節 線上服務與服務失誤 20
第四節 服務失誤類型 21
第五節 服務失誤嚴重程度 23
第六節 刻板印象內容模型與囉唆感 24
第七節 小結 25
第參章 研究設計與方法 26
第一節 前言 26
第二節 研究假設與架構 26
第三節 實驗設計建立 32
第四節 前測一問卷設計與分析 33
第五節 前測二問卷設計與分析 35
第六節 小結 39
第肆章 實驗一設計與分析 40
第一節 前言 40
第二節 研究變數操作型定義與衡量 40
第三節 研究設計 46
第四節 實驗一結果分析 47
第六節 小結 63
第伍章 實驗二設計與分析 64
第一節 前言 64
第二節 研究變數操作型定義與衡量 64
第三節 研究設計 70
第四節 實驗二結果分析 71
第五節 囉唆感為為中介變數檢定 81
第六節 小結 84
第陸章 結論與建議 85
第一節 前言 85
第二節 研究結果與討論 85
第三節 研究貢獻 88
第四節 研究限制 91
第五節 未來研究與建議 93
第六節 小結 95
參考文獻 96
附錄一 前測一問卷 104
附錄二 前測二問卷1(過程X嚴重性低) 107
附錄二 前測二問卷2(過程X嚴重性高) 111
附錄二 前測二問卷3(結果X嚴重性低) 114
附錄二 前測二問卷4(結果X嚴重性高) 117
附錄三 實驗一問卷1（過程X 擬人化) 120
附錄三 實驗一問卷2（結果X 無擬人化) 125
附錄三 實驗一問卷3（結果X 擬人化） 130
附錄三 實驗一問卷4（過程X 無擬人化） 135
附錄四 實驗二問卷1（結果X 擬人化X嚴重性高） 140
附錄四 實驗二問卷2（結果X 擬人化X嚴重性低） 145
附錄四 實驗二問卷3（過程X 擬人化X嚴重性低） 150
附錄四 實驗二問卷4（過程X 擬人化X嚴重性高） 155
附錄四 實驗二問卷5（結果X 無擬人化X嚴重性高） 160
附錄四 實驗二問卷6（結果X 無擬人化X嚴重性低） 165
附錄四 實驗二問卷7（過程X 無擬人化X嚴重性低） 170
附錄四 實驗二問卷8（過程X 無擬人化X嚴重性高） 175

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