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研究生:紀依廷
研究生(外文):CHI, YI-TING
論文名稱:運用人工智慧驅動顧客價值:是創新的動力,還是隱憂的種子?
論文名稱(外文):Utilizing Artificial Intelligence to Drive Customer Value: The Force of Innovation or the Seed of Concern?
指導教授:鄭兆宏鄭兆宏引用關係
指導教授(外文):CHENG, ZHAO-HONG
口試委員:李曉青廖祿文
口試委員(外文):LEE, HSIAO-CHINGLIAO, LU-WEN
口試日期:2023-06-17
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:國際企業系
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:2024
畢業學年度:112
語文別:中文
論文頁數:116
中文關鍵詞:顧客關係管理雙重歷程理論刺激-有機體-反應理論人工智慧特徵顧客價值顧客滿意度持續使用意願
外文關鍵詞:Customer relationship managementDual-process theoryStimulus-Organism-Response theoryAI characteristicsCustomer valueCustomer satisfactionContinuance intention
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在人工智慧(AI)日益普及的當下,其在顧客服務中的運用成為顧客關係管理的關鍵策略之一。然而,實證研究在探索不同AI特徵對顧客態度及行為的影響仍相對不足,鑒於服務提供者面臨激烈的競爭壓力,對於各AI元素的特性與優勢的深入理解顯得尤為重要,這不僅能有效吸引顧客,同時也需評估顧客對AI科技的接受度及其應用。因此,本研究以雙重歷程理論和刺激-有機體-反應理論為基礎,將數學邏輯性、空間視覺性、社交互動性、語言溝通性與效率處理性視為AI特徵,並探討這些特徵如何影響顧客的感知價值(包括功利價值和享樂價值),進而影響顧客滿意度和持續使用意願。本研究採問卷調查法,以體驗過送餐機器人服務的消費者為調查對象,蒐集有效樣本共計300份,並透過Mplus 7.0進行結構方程模型分析以檢驗研究假說。
分析結果顯示,AI的數理邏輯性、空間視覺性、社交互動性和效率處理性對功利價值均產生正向影響,而空間視覺性與語言溝通性對享樂價值亦有正向影響。此外,功利價值和享樂價值都與顧客滿意度和持續使用意願顯示正相關。在學理貢獻部分,本研究透過實證研究,深化對AI特徵如何影響功利價值和享樂價值的理解,在管理和實務層面,本研究有助於各行業提升營運效率和顧客體驗品質,建議運用人工智慧服務於企業營運時,應深入瞭解顧客對各種AI特徵的感受,並正向解決和強化不足之處以提升顧客反應,從而提高企業的整體營運績效。
In the contemporary landscape marked by the ubiquity of Artificial Intelligence (AI), its application within customer service has emerged as a cardinal strategy in the domain of customer relationship management. Nevertheless, there remains a relative scarcity of empirical research examining the influences of diverse AI characteristics on customer attitudes and behaviors. Recognizing the intense competition faced by service providers, a profound comprehension of the characteristics and advantages of various AI elements is crucial. This not only harbors the potential to effectively attract customers but also necessitates the evaluation of customer acceptance of AI technology and its applications. Thus, the present study, predicated upon the dual-process theory and stimulus-organism-response theory, classifies logic-mathematical, visual-spatial, social, verbal-linguistic, and processing-speed as attributes of AI. The study further explores how these characteristics affect the perceived value of customers, inclusive of utilitarian value and hedonic value, and subsequently influence customer satisfaction and continuance usage intention. This study employs the survey research method, targeting consumers who have experienced service from delivery robots, amassing a total of 300 valid samples. Hypotheses were tested through Structural Equation Modeling using Mplus 7.0.
The analysis results reveal a positive influence of AI's logic-mathematical, visual-spatial, social, and processing-speed on utilitarian value. Visual-Spatial and verbal-linguistic were also found to have a positive impact on hedonic value. Additionally, both utilitarian value and hedonic value displayed a positive correlation with customer satisfaction and continuance usage intention. In terms of academic contributions, this study, through empirical research, enhances the understanding of how AI characteristics impact utilitarian and hedonic values. On the managerial and practical implications, this study contributes to elevating operational efficiency and customer experience quality across various industries. It is suggested that when implementing AI services in business operations, a profound understanding of customers' responses to various AI characteristics should be garnered, with active resolutions and enhancements made to shortcomings, thereby heightening customer responses and ultimately improving the overall operational performance of businesses.
摘 要
ABSTRACT
誌謝
目錄
表目錄
圖目錄
壹、緒論
1.1 研究背景與動機
1.2 研究目的
1.3 研究流程與架構
貳、文獻探討
2.1 雙重歷程理論
2.2 刺激-有機體-反應理論
2.3 人工智慧特徵
2.4 顧客價值
2.5 顧客滿意度
2.6 持續使用意願
參、研究方法
3.1 概念性研究架構
3.2 研究假說
3.3 變數操作型定義
3.4 問卷設計與資料蒐集
3.5 統計分析方法
3.6 前測分析
肆、分析結果
4.1 敘述性統計分析
4.2 測量模型
4.3 結構方程模型
伍、結論與建議
5.1 研究發現
5.2 理論意涵與貢獻
5.3 管理與實務意涵
5.4 研究限制與未來研究建議

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