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研究生:酈屹男
研究生(外文):Li, Yi-Nan
論文名稱:顧客參與在服務過程角色與效益之研究—真人與機器服務員之比較
論文名稱(外文):The Role and Impact of Customer Participation in Service Process: A Comparison between Human Being and Robot Servant
指導教授:楊君琦楊君琦引用關係
指導教授(外文):Yang, Chun-Chi
口試委員:吳秉恩林耀南
口試日期:2017-07-05
學位類別:碩士
校院名稱:輔仁大學
系所名稱:企業管理學系管理學碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:92
中文關鍵詞:顧客參與顧客信任情緒機器人服務員
外文關鍵詞:customer participationcustomer trustaffectrobot servant
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從人類第一次提出機器人概念至今,機器人技術經過了不斷地發展。隨著工業4.0的開啟,機器人智慧的發展,使得我們的生活中出現越來越多的智慧型機器人,很多公司和商家都開始將智慧型機器人作為服務人員來服務顧客。機器人服務員在服務的過程中,不同的顧客參與程度會對顧客信任產生影響。「信任」在服務過程中尤為重要,可以使服務員更好的服務顧客,也可以讓顧客充分的享受到優質有效的服務。
本研究目的是為了探討在顧客參與程度不同的情況下,真人服務員和機器人服務員對顧客信任、情緒表現、再購意願、口碑效應等方面產生的影響。本研究採用情境模擬實驗法,進行一個2×2的實驗設計,以「真人服務員」和「機器人服務員」作為不同的服務員類型,分別設定顧客參與程度高、低兩種情況。本研究主要選擇不限職業之年輕人為研究樣本,考慮到年輕人是消費的主力群體,對商家來說有一定參考之價值。共收集了159份有效樣本,分析後發現,大多數顧客對於機器人服務員的信任程度高於真人服務員;顧客參與具有調節之角色,顧客參與程度較高的情況下,相比於顧客參與程度較低時,顧客會更加信任服務員,從而具有較高的再購意願與口碑效應;同時研究發現,顧客參與對於真人服務員信任感之調節作用明顯大於對機器人服務員信任感之調節作用。
The study of robotics has been through a great evolution since the very first time that the concept of robot was came up with. With the beginning of Industry 4.0, an increasing number of robots appear in our daily lives, which are also frequently used by many companies and merchants as service personal. During the service process of these smart robots, the degree of customer trust can be influenced by the degree of customer participation. Customer trust is one of the most important things during the whole service process, which allows the service personal to provide a better service and also allows the customer to fully enjoy the service with high quality and efficiency.
The main purpose of this research is to discuss and compare the influence on customer trust, affect, repurchase intention, word-of-mouth effect caused by different services provided by human service personal and robot service personal under different degree of customer participation. This research uses Situational Simulation with a 2*2 experimental design, and applied to two situations with high and low degree of customer participation. In both of the two situations, there will be two different service types provided by human service personal and robot service personal. 159 valid samples were collected and analyzed. The analysis results indicate that the majority of customers have higher degree of customer trust in robot service personal than in human service personal. In the while, the degree of customer participation also has certain adjustment impact on the results. When the degree of customer participation is relatively higher, customers show more trust in the service personal, which brings higher repurchase intention and reputation effect consequently.
目 錄
頁次
第 壹 章 緒論 1
第 一 節 研究背景 1
第 二 節 研究動機與目的 4
第 三 節 研究流程與論文結構 5

第 貳 章 文獻探討 7
第 一 節 機器人技術發展之綜述 7
第 二 節 顧客信任與人機信任 10
第 三 節 顧客之情緒表現 16
第 四 節 顧客參與之角色 19
第 五 節 再購意願與口碑效應 23

第 參 章 研究方法 27
第 一 節 研究架構與假設 27
第 二 節 工具設計與實驗操作程式 29
第 三 節 研究變量之操作性定義與衡量 31

第 肆 章 資料分析 43
第 一 節 問卷回收與描述性統計 43
頁次
第 二 節 變量之信效度分析 45
第 三 節 研究變量之相關分析 53
第 四 節 研究變量之二因數變異數分析 56

第 伍 章 結論與建議 62
第 一 節 研究結論 62
第 二 節 管理與實務建議 66
第 三 節 本研究限制與未來研究建議 68

參考文獻 69
附錄問卷 80

表 目 錄
頁次
表 2-2-1 不同類型信任之定義表 10
表 2-2-2 顧客信任之影響因素表 12
表 2-4-1 顧客參與之程度劃分表 20
表 3-3-1 顧客參與程度之操弄題項表 32
表 3-3-2 信任感之衡量題項表 39
表 3-3-3 情緒表現之衡量題項表 39
表 3-3-4 再購意願之衡量題項表 40
表 3-3-5 口碑效應之衡量題項表 41
表 4-1-1 樣本之結構分析表 44
表 4-2-1 顧客參與度之效度分析表 45
表 4-2-2 信任感之效度分析表 46
表 4-2-3 情緒表現之效度分析表 47
表 4-2-4 再購意願之效度分析表 48
表 4-2-5 口碑效應之效度分析表 48
表 4-2-6 顧客參與度之信度分析表 49
表 4-2-7 信任感之信度分析表 50
表 4-2-8 正向情緒之信度分析表 51
表 4-2-9 負向情緒之信度分析表 51
頁次
表 4-2-10 再購意願之信度分析表 52
表 4-2-11 口碑效應之信度分析表 52
表 4-3-1 各變量之相關性分析表(N=159) 54
表 4-4-1 服務員類型對依變量之單因數檢定結果表 56
表 4-4-2 簡單主效應之檢定結果表 57
表 4-4-3 再購意願與信任之線性回歸表 59
表 4-4-4 口碑效應與信任之線性回歸表 59
表 4-4-5 再購意願與情緒之線性回歸表 60
表 4-4-6 口碑效應與情緒之線性回歸表 61
表 5-1-1 各項假設之結果表 63

圖 目 錄
頁次
圖 1-3-1 研究流程圖 5
圖 2-3-1 情緒環型模式圖 17
圖 3-1-1 研究架構圖 27
圖 4-4-1 顧客參與對服務員類型信任感之調節作用圖 57
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