智慧客服乃是人工智慧成功實作於服務產業的一項重點應用，而對於資訊管理學者而言，創新資訊科技在產業中的有效利用具備了相當的研究價值。本研究因此意欲探討智慧客服的設計原則，以及這些因素對於使用者滿意度的影響，以了解在使用者的觀點中，如何看待這項將逐漸取代人類客服的AI應用，及顧客對此的要求與期待。在設計衡量因子的方面，本篇研究利用DeLone & McLean所提出，資管學界經典的三品質IS成功模型，而探索方面，則參考赫茲伯格的雙因子理論及由其衍生的狩野模型、非對稱效應之觀點來檢視智慧客服的設計原則，有哪些因素是服務本身不可或缺的保健因子、哪些因素則是服務設計者可用以制勝的激勵因子？對此本研究以問卷調查的研究方法進行實作，首先初步設計在智慧客服場域中可能存在影響力的因子列表，並依此進行問卷前測，回收結果後進一步確定哪些因子其問項具有良好的測量效果，最後產出正式問卷來測量。本研究最終回收了241份樣本，利用建立虛擬變數驗證非對稱效應的方法來進行分析。研究的分析結果揭示了在三種品質中，系統品質屬於保健因子、資訊品質屬於無關緊要因子，而服務品質屬於激勵因子，並進一步對於各品質其下所包含的子構面用同樣方法來檢驗，最終據此提出針對智慧客服設計，具有管理面參考價值的各項結論。

Intelligent customer service is a key application of artificial intelligence which is successfully implemented in the service industry. For scholars in the MIS field, the effective use of innovative information technology in the industry has considerable research value. Therefore, this study intends to explore the design principles of intelligent customer service and the influence of these factors on user satisfaction and trying to understand how to view this kind of AI application from the perspective of users. In terms of evaluation factor design, we use the IS success model proposed by DeLone & McLean. For the terms of exploration, we reference Herzberg's two-factor theory, Kano model, and the asymmetric effect to examine the design principle of intelligent customer service. We implemented on research methods of the questionnaire survey, the first preliminary design is to list the possible influential factors of intelligent customer service, and according to the results of pretest questionnaire, we determine which factors and their items have the good measurement effect, and measuring these with a formal questionnaire. In this study, 241 samples were collected and analyzed by establishing dummy variables to verify asymmetric effects. Finally, we put forward various conclusions which could be valuable for intelligent customer service design.

論文審定書 i
摘要 ii
Abstract iii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題與目的 5
第四節 研究架構 5
第二章 文獻探討 7
第一節 人工智慧 7
1.1 人工智慧 7
1.2 聊天機器人 9
1.3 智慧客服應用 10
第二節 滿意度衡量要素 11
2.1 系統品質 12
2.2 資訊品質 14
2.3 服務品質 16
2.4 小結 19
第三節 雙因子理論及其延伸 19
3.1 赫茲伯格雙因子理論 19
3.2 狩野滿意度模型 21
3.3 非對稱效應 24
3.4 理論綜合整理 25
第三章 研究方法 26
第一節 研究模型 26
1.1系統品質之影響 27
1.2資訊品質之影響 27
1.3服務品質之影響 28
第二節 因子設計 29
第三節 研究問卷前測 36
第四節 正式問卷設計 40
第四章 資料分析 42
第一節 樣本資料分析 42
第二節 信效度分析 42
第三節 初步分析 44
第四節 後續分析 49
第五章 結論與未來展望 53
第一節 結果討論 53
1.1 三品質模型 53
1.2 八因素模型 54
第二節 研究總結 55
第三節 未來展望 55
參考文獻 57
附錄一、文獻綜合整理 64
附錄二、前測因子分析結果 67
附錄三、正式問卷問項內容 68

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