近幾年，人工智慧快速崛起與發展，受到各領域的強烈關注，人們對人工智慧的態度逐漸兩極。身在網路與社群媒體大力當道的年代，消費者對新產品的購買決策非常容易受到網路口碑的影響。本研究為調查態度一致性如何藉由網路口碑可信度影響消費者回應，採用實驗法並招募665名受測者進行實驗。本研究發現，留言口碑態度一致性會正向影響留言口碑可信度。評價文態度一致性會正向影響評價文可信度。社會線索會弱化人工智慧焦慮的干擾效果。留言口碑態度一致性會經由留言口碑可信度正向影響產品購買意願。評價文態度一致性會經由評價文可信度正向影響人工智慧產品接受度與產品購買意願。本研究結果拓展網路口碑之研究範疇，並確立態度一致性為不可忽視的影響因素，同時為可信度、不文明與人工智慧焦慮做出貢獻。最後，本研究提供企業相關實務建議。

In recent years, the rapid rise and development of artificial intelligence has received strong attention in various fields. People's attitude toward artificial intelligence has gradually become polarized. When the internet and social media spread widely, consumers' purchase decisions for new products were relied to online word-of-mouth. The study investigated how attitude consistency affects consumer responses through online word-of-mouth credibility, using experimental methods and recruiting 665 subjects for experimentation. The study found that the attitude consistency of the message word-of-mouth will positively affect the credibility of the message word-of-mouth. The attitude consistency of the evaluation will positively affect the credibility of the evaluation. Social clues will weaken the interference effect of the artificial intelligence anxiety. The attitude consistency of the message word-of-mouth will positively influence the purchase intention through the credibility of the message word-of-mouth. The attitude consistency of the evaluation will positively influence the acceptance of artificial intelligence products and the purchase intention through the credibility of the evaluation. The results of this study expand the research scope of online word-of-mouth and establish the importance of attitude consistency. Finally, this study provides business with practical advice.

論文審定書................................................................................................ i
中文摘要................................................................................................... ii
英文摘要.................................................................................................. iii
壹、緒論..................................................................................................1
第一節 研究背景..............................................................................1
第二節 研究動機..............................................................................2
第三節 研究目的.............................................................................5
貳、文獻回顧..........................................................................................5
第一節 智慧音箱.............................................................................5
第二節 網路口碑.............................................................................6
第三節 基模與認知偏見.................................................................8
第四節 不文明...............................................................................12
第五節 人工智慧焦慮...................................................................16
第六節 社會線索...........................................................................23
第七節 可信度...............................................................................25
第八節 消費者回應.......................................................................27
參、研究方法........................................................................................28
第一節 研究架構...........................................................................28
第二節 研究假說............................................................................29
第三節 研究方法............................................................................32
肆、統計檢定........................................................................................39
第一節 描述性統計.......................................................................39
第二節 操弄性檢驗.......................................................................41
第三節 信效度分析.......................................................................41
第四節 假說檢驗...........................................................................44
伍、 結論與建議.....................................................................................62
第一節 研究結論............................................................................62
第二節 研究貢獻...........................................................................64
參考文獻..................................................................................................68
附錄..........................................................................................................79

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