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| Title: | 閱聽人與金融聊天機器人對話之接收分析 －以銀行場域為例
Reception Analysis of the Dialogue between the Audience and the Financial Chatbot - Take the Bank Scenario as an Example. |
| Authors: | 賴億華
Lai, Yi-Hua |
| Contributors: | 劉慧雯
Liu, Hui-Wen
賴億華
Lai, Yi-Hua |
| Keywords: | 接收分析
閱聽人
金融聊天機器人
人機互動理論
Reception analysis
Audience
Financial chatbots
Human–computer interaction |
| Date: | 2020 |
| Issue Date: | 2020-08-03 17:19:31 (UTC+8) |
| Abstract: | 科技賦能金融，帶動了金融科技3.0（Fintech 3.0）發展的熱潮。尤其是AI人工智慧及聊天機器人（chatbot）的應用，已成為不可逆的發展趨勢。以聊天機器人與人機互動過去的相關研究，多侷限於資訊技術的探討與使用性的趨勢了解，似乎忽略了使用者在真實使用情境是如何與機器人進行互動。互動對話過程中，使用者是在何種情境脈絡下接收機器人的對話，而這樣的情境脈絡是如何影響著使用者的解讀與詮釋，值得深入探討與研究，故引發了研究動機。
因此，本研究從傳播學的觀點，使用者為閱聽人的角度、接收分析理論與閱聽人研究的取徑，並以銀行場域為例，探索閱聽人與聊天機器人的對話。透過文獻探討梳理、文本分析、觀察及深度訪談的質性研究，結果發現，閱聽人與聊天機器人對話，閱聽人所處的情境是透過對話介面，與聊天機器人一問一答的互動情境，呈現循環文本的模式。閱聽人對於對話的接收脈絡，則是以自身基本的金融常識與經驗造就了其識讀與理解，常以「換句話說」與「轉換關鍵字」的閱讀技能，來持續與機器人對話，並以主動閱聽人的身分，享有媒介近用權而主導對話的開啟與結束。
閱聽人對於對話文本的接收解讀與詮釋，基於「好奇心」的驅使與「實用性的考量」作為對話內容的解讀策略，然而千禧世代與X世代受其背景經驗影響產生差異的解讀模式與詮釋，但僅體現於基金這類型的投資理財話題。對話後的詮釋，兩個世代的閱聽人都認為聊天機器人似乎只能解決簡單的問題，但閱聽人需要更即時互動的直覺式體驗，對話內容與閱聽人的生活經驗相連結，才能創造良好體驗。因此，期望研究結果能提供學術佐證與業界參考改善之依據。
Technology empowers finance, driving the upsurge in the development of Fintech 3.0. Especially the application of AI and chatbot has become an irreversible development trend. In the past, research related to the interaction between chatbots and human-machines was mostly limited to the discussion of information technology and the understanding of usability trends, and it seemed to ignore how users interact with machines in their actual usage scenarios. In the interaction process, under what context the user receives the dialogue of the robot, and how does this context affect the user`s interpretation and response, it is worth in-depth discussion and research, so it triggers research motivation.
Therefore, In this research, from the perspective of communication studies, the user is from the perspective of the audience, reception analysis and the approach of the study of the audience, and taking the bank field as an example to explore the dialogue between the audience and the chatbot. Through the qualitative research of literature review, text analysis, observation and in-depth interviews, it was found that the audience and the chatbot are in the conversational user interface, and Interactive question-and-answer scenarios , Which presents a pattern of circulating text. The audience reception of dialogue are based on their basic financial knowledge and experience to create their reading and understanding. They often use the reading skills of "in other words" and "converting keywords" to talk with chatbot. And as the active readers, they have the right of access to the media and lead the opening and closing of the dialogue.
The audience interpretation and interpretation of the dialogue text is based on the drive of "curiosity" and "practical considerations" as the interpretation strategy of the dialogue content. However, the interpretation mode of the difference between Millennials and Generation X is affected by their background experience Interpretation, but only reflected in the investment and financial topics of the fund. Interpretation after the conversation, the two generations of audience think that chatbots can only solve simple problems, but they need a more instant interactive intuitive experience, and the dialogue can connect with the audience’s life experience to create a good experience. Therefore, it is expected that the research results can provide the basis for academic evidence and industry reference improvement. |
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| Description: | 碩士
國立政治大學
傳播學院碩士在職專班
106941005 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106941005 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000972 |
| Appears in Collections: | [傳播學院碩士在職專班] 學位論文
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| 100501.pdf | | 1568Kb | Adobe PDF2 | 821 | View/Open |
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