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研究生:周樵依
研究生(外文):JHOU, CIAO-YI
論文名稱:以SEM-CPU法探討認知對話機器人在社群商務之應用
論文名稱(外文):Using SEM-CPU Method to Explore the Application of Chatbot in Social Commerce
指導教授:蘇國瑋蘇國瑋引用關係
指導教授(外文):SU, KUO-WEI
口試委員:陳敏生林昱呈陳世智蘇國瑋
口試委員(外文):CHEN,MIN-SHENGLIN,YU-CHENGCHEN,SHIH-CHIHSU, KUO-WEI
口試日期:2019-06-24
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:資訊管理系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:118
中文關鍵詞:社群商務人機互動對話機器人使用者介面使用者體驗
外文關鍵詞:Social CommerceHuman-Robot InteractionChatbotUser InterfaceUser Experience
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隨著近年機器學習、深度學習與自然語言處理技術不斷突破,沉寂一時的人工智慧議題-對話機器人又再次掀起熱議。現代人對於通訊App的黏著度極高,在此趨勢下,企業、社群商務業者爭相透過在通訊App建置對話機器人(Chatbot)強化與使用者間的溝通管道。現今多數的社群商務平台僅使用連結、圖像以及傳統的文字搜尋來提供消費者尋找商品,然而制式且僵化的搜尋流程導致效率降低,也容易造成使用者對切換於不同平台間的操作疲乏。因此,導入能自動進行顧客服務的對話機器人改進了消費者的體驗。但目前對話機器人仍屬起步階段,尚未有供設計參考的準則。

本研究以Facebook Messenger對話機器人及LINE對話機器人社群軟體,進行使用者介面與使用者經驗之設計評估。故本研究使用修正後的SEM-CPU方法進行實驗流程設計,並透過腦波儀、眼動儀及Emotient情緒分析等實驗設備來詳細收集使用者的實際感受,運用使用者互動滿意度問卷 (QUIS)、與使用者經驗問卷調查 (UEQ)與放聲思考法進行使用者的訪談,得出使用者在操作後對於介面與經驗的想法,分析整合後歸納出「對話機器人使用者介面與經驗開發設計準則」。本實驗邀請三十位參與者進行實驗使用者觀察、問卷調查及測試中的反應,並將收集到的資料分成「量化資料整理分析」與「質性資料整理分析」。分析後的結果資料進行資料整合後,邀請六位具備人因工程之經驗的專家進行德爾菲法驗證,評估設計準則之實用性。

經由本研究分析與驗證後,提出「介面設計」、「操作方式」、「教學說明」、「系統功能」、「商品呈現」與「整體感受」六大設計主題以及三十五個項目因素為對話機器人之設計開發準則,讓未來社群商務平台在結合對話機器人開發系統介面設計時,可依據本研究成果之開發設計準則,在進行設計時作為基礎參考,開發出符合使用者需求的介面設計。並讓學術界更加瞭解並討論對話機器人在社群商務影響使用者經驗的因素。
With the continuous breakthroughs in machine learning, deep learning and natural language processing technologies in recent years, the issue of artificial intelligence-chatbot attracts more discussions once again. Modern people rely on their communication apps very much. With this trend, businesses and community businessperson compete to build up communication channels with their users by setting up Chatbot in the communication app. Today, most social commerce platforms only use links, images and traditional text search to provide consumers with the search products. However, the rigid search process leads to the decrease of efficiency and the users are also likely to be tired of switching to different platforms. Therefore, importing a Chatbot to supports customer service that can improve the consumer experience. Currently, Chatbot is still in its infancy, there are no reference guidelines for human-robot interaction design.

This research evaluated the design of user interface and user experience with Facebook Messenger Chatbot and LINE Chatbot community software. The modified SEM-CPU method was used to design the experimental procedure and the user's actual feelings were collected in detail through experimental equipment such as brainwave, eye tracker and Emotient emotion analysis. The user interactive satisfaction questionnaire (QUIS), User Experience Questionnaire (UEQ) and the think-aloud protocols were used to interview the users and obtain the user's thoughts on the interface and experience after the operation. After analysis and integration, the "Chatbot UI and Experience Development Design Criteria" is acquired. This experiment invited thirty participants experiment observation, questionnaire survey and user testing in the reaction, and the collected data are divided into " quantitative data analysis" and "qualitative data analysis". After the analysis of the results and data integration, six experts with experience in human factor engineering were invited to verify the Delphi method and evaluate the practicality of the design criteria.

The paper summaries "interface design", "operation mode", "teaching", "system", " product presentation" and "integral feeling" six design theme, and thirty-five project factors as the Chatbot design and development principles, business platform for the future community in combination with Chatbot development system interface design, can according to the development and design criteria of this research, as a basis for design reference, can meet the demand of the interface design. And let the academic community better understand and discuss the factors that affect the user's experience in community business.
壹、緒論
一、研究背景與動機
二、問題描述
三、研究目的
四、研究流程
貳、文獻探討
一、社群商務
二、對話機器人
三、SEM-CPU方法論
四、使用者介面
五、使用者經驗
六、人機器互動
參、研究方法
一、研究架構
二、實驗步驟
三、實驗對象與工具
四、放聲思考法
五、問卷調查設計
六、德爾菲法
肆、研究結果與討論
一、建置實驗平台
二、問卷結果分析
三、眼動儀分析
四、情緒分析
五、腦波數據分析
六、放聲思考法分析
七、對話機器人使用者介面與經驗開發設計準則
八、德爾菲法結果分析
伍、結論
一、研究結論
二、研究貢獻
三、研究限制與未來方向

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