擬人化被廣泛的應用在行銷與服務上，在生活周遭都可以看見擬人化的身影。本研究主要探討自助服務技術發生服務失敗的情況下，擬人化的自助服務機台，並且同時考慮擁擠程度與關係規範等兩個干擾變數，對消費者的轉換意圖(轉換成尋求服務人員服務，而不再希望使用自助服務機台)造成影響。

本研究使用實驗設計法來進行本研究兩個實驗，為擬人化(擬人化v.s無擬人化)、關係規範(共有型關係v.s交易型關係)以及擁擠程度(高擁擠程度v.s低擁擠程度)的2x2x2三因子設計，探討擬人化、擁擠程度與關係規範如何影響消費者在自助服務技術生服務失敗的情況下所產生的轉換意圖，並且進一步探討不滿意感是否作為三維交互作用影響轉換意圖之背後機制。

實驗結果顯示，在自助服務技術發生服務失敗時，擬人化、關係規範與擁擠程度會產生三維交互作用進而影響轉換意圖。擬人化在低擁擠程度環境搭配交易型關係以及高擁擠程度環境搭配共有型關係時帶來負面效果，導致人們經歷擬人化自助服務技術發生服務失敗後，產生較高的轉換意圖。相反地，擬人化在低擁擠程度環境搭配共有型關係時帶來正面效果，人們比較能容忍服務失敗，而產生較低的轉換意圖。最後，在高擁擠環境搭配交易型關係時，人們認為擬人化或非擬人化自助服務技術沒有差別，因此服務失敗後所產生之轉換意圖並無顯著差異。研究結果也發現，消費者面對服務失敗產生的不滿意感是影響上述三維交互作用對轉換意圖的中介機制。

Anthropomorphism has been widely used in markrting practice including product design and advertising presentation. In the current research, we focus on anthropomorphism in self-service technology. To be specific, we examine how anthropomorphism, relationship norm and crowding affect consumers’ switching intention (switching to find human services instead of using self-service machines) for the self-service technology.

This research uses experimental design and conducts two experiments in a 2 (anthroomorphism: anthropomorphim vs. non-anthropomorphism) x 2 (relationship norm: communal vs. exchange) x 2 (crowding: crowding vs. non-crowding) factorial design. Switching intention serves as the dependent variable in this research. In Study 2, we further explore dissatisfaction as the underlying mechanism behind the effects above.

The experimental results show that when the environment is perceived as not crowded, people with exchange relationship norm show higher switching intention from anthropomorphic self-service technology (vs. non-anthropomorphic self-service technology) to human employee when the self-service technology service failure. Those with communal relationship norm show the opposite behaviors. When the environment is perceived as crowded, people with communal norm encountering the anthropomorphic self-service technology (vs. non-anthropomorphic self-service technology) show higher switching intention after the self-service technology service failure. No difference between anthropomorphic and non-anthropomorphic self-service technology are found on people with exchange norm. The results also indicate that consumers’ dissatisfaction in service failure of self-service technology is an underlying mechanism behind the effects of anthropomorphism, relationship norm and crowding.

論文審定書 i
誌謝 ii
摘要 iii
Abstract 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 自助服務技術服務失敗 9
第三節 擬人化 11
第四節 關係規範 16
第五節 擁擠程度 18
第六節 小結 20
第參章 研究設計與方法 21
第一節 前言 21
第二節 研究假設與架構 21
第三節 實驗設計建立 26
第四節 小結 27
第肆章 實驗一設計與分析 28
第一節 前言 28
第二節 研究變數操作型定義與衡量 28
第三節 研究設計 33
第四節 實驗一結果分析 34
第五節 小結 40
第伍章 實驗二設計與分析 41
第一節 前言 41
第二節 研究變數操作型定義與衡量 41
第三節 研究設計 47
第四節 實驗二結果分析 48
第五節 小結 57
第陸章 結論與建議 58
第一節 前言 58
第二節 研究結果討論 58
第三節 研究貢獻 60
第四節 研究限制 63
第五節 未來研究與建議 64
第六節 小結 66
參考文獻 68
附錄一：實驗一(擬人化vs. 共有型關係vs. 高擁擠程度) 75
附錄二：實驗二(擬人化vs. 共有型關係vs. 高擁擠程度) 123

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