臺灣博碩士論文加值系統

Nowadays the development of information technology leads to the higher requirement in customer service, so it is necessary to develop something to provide that high-level service, one of that is an Automated Conversational Agent (ACA) as a shopping assistant, or also known as Chatbots. Moreover, Mobile commerce is growing intensively, associated with the development of Social Network, like Facebook, Twitter also leads to the new generation Social commerce. This study aims to investigate the role of ACA as a decision aid to enhance the decision performance outcome in term of decision quality and decision effort and the cognitive fit between ACA’s information format as Decisional guidance, Communication style and the Shopping task of customers. In this research, we use Cognitive fit theory and Effort accuracy framework as a theoretical foundation. A field experiment with three factorial design will be conducted to find out which kind of Decisional guidance (suggestive and informative guidance) and Communication style (task-oriented vs. social-oriented style) are most accurate for each type of Shopping task (searching and browsing task) to help customers get the highest effective decision.

ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 Automated Conversational Agents. 1
1.1.2 Mobile Messaging Developments. 2
1.1.3 Mobile App Replacement. 3
1.2 Research Gaps. 4
1.3 Research Motivation. 9
1.4 Research Objectives. 9
1.5 Research Contributions. 10
1.6 Research Flow. 11
1.7 Research Structure. 12
CHAPTER TWO LITERATURE REVIEW 14
2.1 Theoretical Foundation. 14
2.1.1 Cognitive Fit Theory. 14
2.1.2 Effort – Accuracy Framework. 17
2.2 Hypotheses Development. 20
2.2.1 The Relationship between Decisional Guidance and Cognitive Fit. 20
2.2.2 The Relationship between Communication Style and Cognitive Fit. 22
2.2.3 The Relationship between Shopping Task and Cognitive Fit. 24
2.2.4 Interaction Effect between Decisional Guidance, Communication Style and Shopping Task. 26
2.2.5 The Relationship between Cognitive Fit and Perceived Decision Quality. 30
2.2.6 The Relationship between Cognitive Fit and Perceived Decision Effort. 31
2.2.7 Moderating Effect of Perceived Similarity. 33
2.2.8 Moderating Effect of Perceived Task Complexity. 35
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 39
3.1 Research Model. 39
3.2 Variables Definitions. 39
3.3 Hypotheses to be Tested. 41
3.4 Experimental Design. 42
3.5 Sampling. 45
3.6 Experimental Procedures. 46
3.6.1 Preparation for Main Experiment. 46
3.6.2 Experimental Procedures. 46
3.7 Experimental Task. 47
3.8 Construct Measurements. 49
3.9 Manipulation Check. 51
3.10 Control Variables. 52
3.10.1 Facebook Usage Frequency. 52
3.10.2 Online Shopping Experience. 52
3.10.3 Self - Efficacy. 53
3.10.4 Perceived Control. 53
3.11 Data Analysis Procedure. 54
3.11.1 Descriptive Analysis. 54
3.11.2 Factor Analysis and Reliability Test. 54
3.11.3 Univariate Analysis of Variance (ANOVA). 55
3.11.4 Multiple Regression Analysis. 55
CHAPTER FOUR RESEARCH RESULTS 56
4.1 Pre – survey for Selecting the Product Category of Experiment. 56
4.2 Pilot Test. 59
4.2.1 Characteristics of Pilot Test Respondents. 59
4.2.3 Manipulation Check in Pilot Test. 60
4.3 Main Experiment. 61
4.3.1 Characteristics of Main Experiment Respondents. 61
4.3.2 Descriptive Statistical Analysis. 62
4.3.3 Manipulation Check in Main Experiment. 65
4.3.4 Factor Analysis and Reliability Test. 67
4.3.5 Hypotheses Testing. 70
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 83
5.1 Research Discussion and Conclusion. 83
5.2 Theoretical Contributions and Practical Implications. 89
5.2.1 Theoretical Contributions. 89
5.2.2 Practical Implications. 90
5.3 Research Limitations and Suggestions for Future Research. 91
REFERENCES 94
APPENDICES 104
Appendix 1: Definition and Measurement of Control Variables. 104
Appendix 2: Pre-survey Questionnaire. 105
Appendix 3: Link to Eight Scenarios of Main Experiment. 106
Appendix 4: Screenshot of Introduction. 107
Appendix 5: Screenshot of Searching Task. 108
Appendix 6: Screenshot of Browsing Task. 108

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