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研究生:李懿倫
研究生(外文):Lee, Yi-Lun
論文名稱:以期望確認模型觀點探討線上銷售客服人員虛擬形象與溝通方式一致性對消費者之影響
論文名稱(外文):How Does the Consistency between Online Customer Service Avatars and Communication Style Affect Consumers – From the Perspective of Expectation-Confirmation Model
指導教授:侯建任侯建任引用關係
指導教授(外文):Hou, Jian-Ren
口試委員:郭英峰王钿
口試日期:2023-06-14
學位類別:碩士
校院名稱:國立成功大學
系所名稱:資訊管理研究所
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:2023
畢業學年度:111
語文別:中文
論文頁數:63
中文關鍵詞:線上銷售人員虛擬形象化身溝通方式一致性期望確認模型
外文關鍵詞:Online SalespersonAvatarCommunication StyleConsistencyExpectation Confirmation Model
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近年來疫情嚴峻,許多線上零售商不得不提升現有服務來維繫與消費者的關係。而在線上環境中,與消費者有最直接與最多接觸的不外乎就是與他們直接交談的線上銷售人員。常見線上銷售人員提供包括提供產品建議、故障排除和客戶投訴等。而常被討論到的線上銷售人員外觀及互動元素特徵包含虛擬形象與溝通方式,但一起討論到這兩個元素的相關研究卻較少得到關注。
在線上環境中,一致性的程度常常被用來探討消費者的感受及態度。因此本研究想了解虛擬形象與溝通方式的一致性是否會影響消費者對線上銷售人員的感受,並且將透過兩種不同產品類別作為情境,探討不同的產品態度是否會影響虛擬形象與溝通方式一致性的效果。同時,本研究也將利用期望確認模型作為衡量感受之基礎進行實驗,並以問卷作為本研究之調查工具,利用結構方程模型與多變量變異數分析作為分析方法,探究線上銷售人員之虛擬形象與溝通方式一致性是否會最終影響消費者的滿意度與持續使用意圖。另外,也同時探討在不同產品類型下是否會對不同類別的一致性產生不同效果。
本研究結果證實,當線上銷售人員之虛擬形象與溝通方式風格一致時,較符合消費者的期望,進而影響消費者對線上銷售人員的信任、期望確認與感知有用性。本研究亦進行結構方程模型分析,我們得到這三種構念進而正向影響滿意度及持續使用意願。此外,本研究還發現,風格一致之線上銷售人員在不同產品類型也會產生不同的效果,專業風格一致在實用型產品上的效果顯著優於享樂型產品,反之亦然。因此,線上零售商應設計虛擬形象與溝通方式風格一致之線上銷售人員,再根據產品類型選擇適合的風格來面對客戶,以利提高消費者的滿意度與持續使用意圖。
The pandemic has pushed online retailers to enhance services, particularly through direct interactions with online salesperson who provide recommendations and handle complaints. However, limited research exists on the avatars and communication styles of these representatives.

This study examines the impact of consistency in the visual avatars and communication style of virtual sales representatives on consumer perceptions. It also explores how different product attitudes influence this relationship using two product categories. The Expectation Confirmation Model and questionnaires are used to measure perceptions, while structural equation modeling and multivariate analysis analyze the influence on consumer satisfaction and intention to continue using the service. Additionally, the study investigates the varying effects of consistency across different product types.

Findings show that consistent avatars and communication styles align with consumer expectations, influencing trust, confirmation, and perceived usefulness. These factors positively impact satisfaction and intention to continue using the service. The study also reveals that the effects of consistency differ for different product types, with a stronger impact on utilitarian products for professional-style consistency. Therefore, online retailers should design consistent avatars and communication styles for their representatives and tailor them to product types to enhance consumer satisfaction and intention to continue using the service.
摘要 I
誌謝 VI
圖目錄 VIII
表目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二章 文獻回顧 6
第一節 線上銷售人員之特徵應用於線上環境 6
第二節 虛擬形象化身 8
第三節 溝通方式 10
第四節 一致性 13
第五節 信任 15
第六節 期望確認模型 16
第七節 產品類型 20
第三章 研究方法 24
第一節 研究設計 24
第二節 實驗設計 26
第三節 問卷設計 27
第四節 資料分析方法 34
第四章 資料分析 36
第一節 樣本結構 36
第二節 操弄檢定 37
第三節 主要研究假說驗證結果 38
第五章 討論與結論 51
第一節 管理意涵 53
第二節 學術意涵 55
第三節 結論 56
第四節 研究限制與未來研究建議 57
參考文獻 59
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