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研究生:劉欣盈
研究生(外文):LIU, HSIN-YING
論文名稱:「顧客與智慧物件互動經驗組合層級」 對顧客行為效果之影響-以顧客與智慧物件的擬社會人際互動和用戶型態為干擾變數
論文名稱(外文):Explore the Effect of Customer Engagement in “ the Levels of Customer Experience to Smart Objects ” - Parasocial Interaction and User Types of Customers as Moderators
指導教授:耿慶瑞耿慶瑞引用關係
指導教授(外文):KENG, CHING-JUI
口試委員:劉祐綸江啟先耿慶瑞
口試委員(外文):LIU, YU-LUNCHIANG, CHI-HSIENKENG, CHING-JUI
口試日期:2020-06-10
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系
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:2020
畢業學年度:108
語文別:中文
論文頁數:106
中文關鍵詞:物聯網顧客與智慧物件互動經驗組合層級擬社會人際互動Telic/paratelic用戶型態顧客投入
外文關鍵詞:Internet of ThingsThe Levels of Customer Experience to Smart ObjectsParasocial InteractionReversal theoryCustomer Engagement
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5G浪潮已經來襲,萬物聯網之際,物聯網的商機蓬勃發展,智慧化體驗即將成為我們生活中的一部份,因此,本研究以人際導向與物件導向、人際導向與社會導向及物件導向與社會導向三者之間的互動經驗切入,以顧客扮演權威型角色結合「集合理論的互動經驗」及「社交顧客投入類型」作為主要變數,探討在擬社會人際互動程度與不同類型的用戶型態干擾下,對於其顧客投入程度的影響。藉此探討在物聯網架構下,人與智慧音箱互動經驗導向的最適狀態,以增加在物聯網消費者行為行銷議題上的豐富性。
研究發現擬社會人際互動、用戶型態及顧客與智慧物件經驗組合層級,會影響顧客投入。高互動經驗層級會有較高顧客投入;當用戶型態為成就型,互動經驗在高層級時會有較高的顧客投入;而在用戶型態為成就型且擬社會人際互動低的干擾下,互動經驗在高層級時有較高顧客投入。
5G have spread rapidly in recently year. And the things are interconnected to each other through internet, which tremendously changes our daily life. And gradually the smart speakers be as part of member in our life.
The framework of our research based on three viewpoint including internet of people, internet of object and internet of social. The variable of our research based on Agentic of Consumer to Object Experience(ACOE), which combine the theory of Assemblage theory and Social Customer Engagement Experience(SCEE).Based on the framework which we mentioned-above, then we further do the experiment to find out which is the optimum condition to interact with smart speaker.
Our study based on the framework of the upper and lower hierarchy of the ACOE to discuss under the interference variable of parasocial interaction and user types of customers impact on customer behavioral effects. Last, we aggregate the result to increase the richness of marketing issues about consumer behavior on the Internet of Things.
The result of our study shows that the parasocial interaction, user types, and the levels of customer experience to smart objects will affect customer engagement.
The main finding of our study is that customer engagement will increase under the high-level interaction between customers and smart objects which is shown by the following findings. However, we find out that customer engagement will increase when the user’s type is telic and when the parasocial interaction is low, it will also have the same effect.
摘 要 i
ABSTRACT ii
誌 謝 iv
目 錄 v
表 目 錄 vii
圖 目 錄 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 6
1.3 研究流程 8
第二章 文獻探討 9
2.1 顧客與智慧物件互動經驗組合層級 (Consumer to Object Experience) 9
2.1.1 物聯網(Internet of Things, IoT) 11
2.1.2 集合理論(Assemblage theory) 14
2.1.3 社交顧客投入經驗(Social Customer Engagement Experience, SCEE) 18
2.2 智慧音箱(Smart Speaker) 22
2.3 擬社會人際互動(Parasocial Interaction, PSI) 23
2.4 逆轉理論(Reversal theory) 25
2.5 顧客投入(Customer Engagement) 29
第三章 研究方法 31
3.1 研究架構 31
3.2 研究假說 32
3.2.1 顧客與智慧物件互動經驗組合層級(ACOE)對顧客投入之影響 33
3.2.2 擬社會人際互動(PSI)在顧客與智慧物件互動經驗組合層級(ACOE)下對顧客投入之影響 34
3.2.3 用戶型態在顧客與智慧物件互動經驗組合層級(ACOE)下對顧客投入之影響 35
3.2.4 擬社會人際互動(PSI)與用戶型態在顧客與智慧物件互動經驗組合層級(ACOE)下對顧客投入之影響 36
3.2.5擬社會人際互動(PSI)、用戶型態在顧客與智慧物件經驗組合層級(ACOE)下對顧客投入之交互作用 38
3.3 研究設計 38
3.3.1樣本選擇 38
3.3.2產品與品牌選擇 39
3.3.3信度與效度 39
3.3.4實驗設計 40
3.3.5操弄檢驗 42
3.3.6實驗步驟 46
第四章 資料分析 48
4.1 樣本特性描述 48
4.2 信度與效度分析 50
4.3 隨機性檢驗 52
4.4 操弄檢驗 53
4.4.1顧客與智慧物件互動經驗組合層級操弄檢驗 53
4.4.2擬社會人際互動操弄檢驗 54
4.4.3用戶型態操弄檢驗 54
4.5 假說驗證 55
4.5.1 假說 H1檢定 55
4.5.2 假說 H2檢定 56
4.5.3 假說 H3檢定 59
4.5.4 假說H4及H5檢定 61
4.5.5 假說H6檢定 66
4.6 綜合討論 67
第五章 結論與建議 69
5.1 研究結論 69
5.2 學術與實務意涵 70
5.2.1學術意涵 70
5.2.2實務意涵 72
5.3 研究限制 73
5.4 未來建議 74
參考文獻 76
附錄 88
A.實驗腳本 88
B.實驗情境 96
C.研究問卷 98

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