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    题名: 數位助理之擬人化程度對社會距離與購買意願的影響
    The Influence of Anthropomorphism on Social Distance and Purchase Intention
    作者: 張家欣
    Chang, Chia-Hsin
    贡献者: 彭志宏
    梁定澎
    Peng, Chih-Hung
    Liang, Ting-Peng
    張家欣
    Chang, Chia-Hsin
    关键词: 數位助理
    擬人化
    社會距離
    購買意願
    Anthropomorphism
    Social Distance
    Purchase Intention
    日期: 2021
    上传时间: 2021-09-02 15:59:05 (UTC+8)
    摘要: 個人化推薦是在電子商務中能夠增進顧客購買意願的一個方法，近年來，數位 助理在個人化服務有非常廣泛的應用。而數位助理有兩個重要的機制，一個是能夠 分析使用者偏好，提供相關資訊的個人化技術，另一個則是擬人化 (Anthropomorphism)的使用介面。
    在個人化服務或是推薦的作法中，數位助理時常使用擬人化的元素與顧客進行 互動，尤其是最近社群網站如Facebook及Twitter等的興起，開啟了電子商務的新 方向，稱之為社群商務(social commerce)。而社群商務強調的是關係，也就是社會 距離的遠近，會影響顧客對於商品的購買意願。
    近年來關於擬人化的研究日益增加，藉以瞭解擬人化元素應用在電子商務所能
    產生的效果。而本研究欲以社會距離的觀點，來解釋數位助理背後的機制，是如何
    透過擬人化介面與個人化推薦，縮短與顧客間的社會距離，以達到增進顧客購買意
    願的效果。
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    描述: 碩士
    國立政治大學
    資訊管理學系
    108356030
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0108356030
    数据类型: thesis
    DOI: 10.6814/NCCU202101356
    显示于类别:[資訊管理學系] 學位論文

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