語音助理擬人化的呈現形式對於使用者的信任度與行為之影響

隨著人工智能科技的發展與進步，自然語言處理技術逐漸成熟，語音助理相關 智能設備已成為我們生活中隨處可見的系統。在語音助理服務發展多樣化的同時， 如何能提高人機互動之間的信任感受是語音助理互動研究的一項重要議題，因此 本研究旨在透過實驗設計探討語音助理的擬人化呈現形式與使用者信任之間的關 聯性。研究分為兩個階段：第一階段前導實驗是調查不同呈現形式與聲音屬性對於 語音助理的擬人感受之影響，自變項為兩項：呈現形式(實體、虛擬、無實體)、語 音屬性(男聲、女聲、中性聲)，組成 9 種不同的語音助理樣本，透過線上問卷收集 參與者對每種語音助理樣本在「Godspeed questionnaire」的擬人程度構面進行評價。 共收集到 130 問有效問卷進行分析，解析語音助理呈現形式和聲音差異對於擬人 化感受之影響。第二階段正式實驗，探討語音助理的擬人化程度是否影響參與者對 它的互動感受與信任感受。實驗情境設定為知識問答遊戲，採取組間設計實驗，自 變項為擬人化程度不同的三種語音助理呈現形式(實體、虛擬、無實體) 。招募 90 位參與者分為三組，藉由奧茲巫師法讓每位參與者單獨進入研究室內與其中一位 語音助理互動，並完成實驗任務。之後，根據參與者所填寫信任度量表，與實驗中 參與者接受語音助理建議的次數進行統計。研究結果發現：(1)語音助理的實體化 形式會影響參與者對它的擬人化感受；(2)擬人化程度對語音助理給人的互動感受與信任感受略有影響；但有別於國外的研究成果，僅具螢幕表情的虛擬形式語音助 理給人的信任感受、互動感受較高；(3)語音助理的擬人化程度不影響參與者對語 音助理意見的採納行為。最後，根據本研究實驗之結果，提出有關語音助理形式差 異及聲音屬性對於未來設計開發之建議。

With the development and advancement of artificial intelligence technology, natural language processing techniques have gradually matured, and voice assistant-related intelligent devices have become ubiquitous systems in our lives. While voice assistant services continue to diversify, enhancing trust between humans and machines has become essential in voice assistant interaction research. Therefore, this study aims to explore the relationship between the anthropomorphic presentation form of voice assistants and user trust through experimental design. The study consists of two phases: In the first phase, a pilot experiment investigates the impact of different presentation forms and voice attributes on the anthropomorphic perception of voice assistants. The independent variables include presentation form (physical, virtual, non-physical) and voice attributes (male, female, neutral), resulting in nine different voice assistant samples. Through online questionnaires, 130 valid responses were collected to evaluate the level of anthropomorphism using the "Godspeed questionnaire." The influence of voice assistant presentation form and voice differences on the perception of anthropomorphism was analyzed. In the second phase, the formal experiment examines whether the anthropomorphization of voice assistants affects participants' perception of interaction and trust towards them. The experimental scenario is set as a knowledge quiz game using a between-group design, using the anthropomorphic level of voice assistants (physical, virtual, non-physical) as the independent variable. Ninety participants were recruited and divided into three groups, each interacting individually with one of the voice assistants in a research room and completing the experimental task. Subsequently, the level of trust perceived by participants and the frequency of accepting voice assistant suggestions during the experiment were statistically analyzed. The research findings indicate: (1) The embodiment of voice assistants influences participants' perception of anthropomorphism; (2) Contrary to the results of foreign literature research, virtual-form voice assistants (with facial expressions displayed on a screen) evoke higher trust and interaction perceptions iii from domestic participants. (3) Anthropomorphism had relatively little impact on participants' behavior. Finally, based on the experimental results of this study, recommendations are proposed regarding the differences in voice assistant forms and voice attributes for future design and development.