游曉貞黃筠茜2025-08-112025-08-112019-07-09U0061-1508201916293000https://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0061-1508201916293000https://nutcir-lib.nutc.edu.tw/handle/123456789/752在人工智慧興起與即時通訊平台普及的推動之下，Facebook Messenger、Line、WeChat和Slack等通訊平台紛紛開始支援各式聊天機器人(ChatBot)的技術和開發介面，使聊天機器人的對話式使用者介面(Conversational User Interface)從單純文字介面，發展為包含了五花八門的多媒體互動技術應用。除此之外，內建於通訊軟體中的聊天機器人，無須另行下載應用程式、更無需額外註冊、熟悉操作系統，成為人機互動中的新趨勢。各大企業也逐步導入聊天機器人作為品牌與使用者互動的方式，並試圖透過聊天機器人服務強化其「品牌個性」。藉由賦予聊天機器人特定的個性，讓使用者感受其品牌獨特性、發展品牌的情感，因此如何透過聊天機器人的屬性，例如：視覺設計、語言風格、名字，讓使用者感知其品牌個性成為了重要的關鍵。由於聊天機器人的視覺元素主要是透過通訊平台上的圓形頭像設計呈現，因此本研究透過問卷調查，探討不同頭像設計元素對聊天機器人的個性感知之影響。利用感性工學(Kansai Engineering)的方法，收集並分析目前市面上常見的頭像，得到包含臉型、眉毛粗細、配件、眼型、嘴型、瀏海、髮色、髮型、頭髮長度、遠近程度，共十項設計元素，再透過不同的設計元素組合，產生27個頭像樣本。並根據Aaker(1997) 提出的真誠、刺激、稱職、雅緻、強壯，共五個品牌個性設計線上問卷，透過社群平台發放線上問卷，讓受測者針對各個ChatBot頭像樣本之主觀感受以李克特五點量表進行填答。根據回收之217份問卷進行數量化一類分析與事後檢定，結果發現：(1)參與者能夠透過不同的頭像設計元素，來感知聊天機器人的品牌個性與性別提示；(2)不同性別的參與者對於頭像個性感知有差異； 男性參與者對頭像「刺激」與「雅緻」的個性感知，較女性參與者強烈；(3)參與者感知個性提示中，對強壯構面感知最具影響的設計元素為「臉型」；對真誠、刺激、稱職、雅緻構面，最具影響力的設計元素皆為「嘴型」；(4)男性參與者對ChatBot頭像的「個性」感知影響「強壯」構面最大的設計元素為「瀏海」；在其餘的構面（真誠、刺激、稱職、雅緻），最具影響力的設計元素皆為「配件」；(5)無論男性或女性參與者，影響頭像的「性別」感知最大之設計元素皆為「髮長」；(6)頭像設計元素對ChatBot個性感知的影響，會因為參與者性別不同而有差異。本文最後提出對聊天機器人頭像元素設計中與品牌個性關聯的設計建議，作為未來在開發不同用途的聊天機器人的參考依據。Driven by the rise of artificial intelligence and the popularity of instant messaging, social media platforms such as Facebook Messenger, Line, WeChat and Slack have integrated chatbots into their platforms. The conversational chatbots have evolved from text-based or speech-based tools to multimedia applications. The chatbot built into social media platforms soon becomes a new trend in digital marketing. They are revolutionizing the way major companies stay in touch with their customers to help forge a strong and long-lasting relationship. Experts suggest that giving chatbot a specific personality could facilitate users to feel the uniqueness of the company’s brand and develop emotional connections with the company. Therefore, how to make users aware of a company’s brand personality through its chatbot design, such as visual design, conversation style, and naming, has become a key to build an e-commerce chatbot. In social media, the appearance of a chatbot is only presented through the circular profile picture (avatar). Can the chatbot’s avatar design affect users’ perception of a chatbot’s brand personality? This study aims to explore the influence of the graphic elements of an avatar on the personality perception of chatbot through a questionnaire survey. Using Kansai Engineering’s method, the chatbots’ avatars available on the market were collected and analyzed to generalize the ten elements of avatar design, including face shape, eyebrow thickness, accessories, eye shape, mouth shape, bangs, hair color, hairstyle, hair length, and distance. Then 27 avatar samples were created by using these design elements. Participants were recruited via an online questionnaire to rate each avatar sample on Aaker’s (1997) brand personality dimensions, namely sincerity, excitement, competence, sophistication, and ruggedness. A total of 217 complete responses were received. The study found that: (1) participants could perceive chatbot’s brand personality and gender cues through different arrangements of avatar design elements. (2) The gender of participants affected the participants’ perceptions of the avatar’s personality. (3) Among the chatbot’s avatar design elements, the “face shape” element influenced the perceived “ruggedness” personality the most; for the rest of the personality dimensions, “sincerity”, “excitement“, “competence“, and “sophistication” , the “mouth shape” element had the most influence on participants’ perceptions. (4) To male participants, the “banging” element influenced the perceived “ruggedness personality the most; for the rest of the personality dimensions, the “accessories” element had the most influence on participants’ perceptions. (5) Regardless of the participant’s gender, the design element that affected the avatar’s gender most is the “hair length”. (6) The level of influence of each avatar design element on chatbot’s personality perception varied, depending on the gender of the participant. Finally, implications for chatbot avatar design and suggestions for future work in this area are also provided.zh聊天機器人聊天機器人個性品牌個性頭像設計感性工學ChatbotChatbot PersonalityBrand PersonalityAvatar DesignKansai Engineeringmaster thesis