以過程虛擬化理論探討客服聊天機器人對消費者品牌態度及持續使用意圖之研究

本研究以過程虛擬化理論建構客服聊天機器人之顧客滿意度影響品牌態度及持續使用意圖模型，研究中以過程虛擬化的過程特徵變數（感官需求、關係需求、同步性需求及識別和控制需求）及調節變數關係影響認知過程虛擬化變數。

蒐集回收問卷 341份有效樣本數進行資料分析，研究模型及數據蒐集敘述性統計及信效度分析檢驗皆擁有良好的模型配適度。

最後結果顯示過程特徵中有的感官需求與識別控制需求影響認知過程虛擬化，及認知過程虛擬化影響顧客滿意度與後續影響品牌態度及持續使用意圖之間為顯著影響，本研究透過過程虛擬由實際轉虛擬的過程為探討客服聊天機器人的見解，將過程虛擬化視為本研究構面的過程衡量，消費者使用客服聊天機器人後滿意度影響品牌意圖及持續使用意圖關係的結果關係。

Based on the process virtualization theory, this study constructs a model of customer satisfaction influencing brand attitude and continuous use intention of customer service chatbots.

In this study, process characteristic variables (Sensory Requirements, Relationship requirements, Synchronism requirements , Identification and control requirements) moderating variables of process virtualization affect cognitive process virtualization variables.341 valid samples were collected for data analysis. The research model and data collection, narrative statistics and reliability and validity analysis tests all had good model matching.

The results show that some sensory needs and recognition control needs of process characteristics affect cognitive process virtualization, and cognitive process virtualization affects customer satisfaction and subsequent impact on brand attitude and continuous use intention. In this study, the process virtualization is regarded as this study to explore the perspective of customer service chatbot through the process of process virtualization from actual to virtual In the aspect process measurement, customer satisfaction after using customer service chatbot affects the result relationship between brand intention and continuous use intention.