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| Title: | 性別一致性對聊天機器人滿意度之影響
The Effect of Gender Congruence on Chatbot Satisfaction |
| Authors: | 張鈞宏
Chang, Chun-Hung |
| Contributors: | 林芝璇
廖峻鋒
Lin, Jhih-Syuan
Liao, Chun-Feng
張鈞宏
Chang, Chun-Hung |
| Keywords: | 聊天機器人
性別刻板印象
一致性
心理性別
社會臨場感
Chatbot
Gender Stereotypes
Consistency
Psychological Gender
Social Presence |
| Date: | 2023 |
| Issue Date: | 2023-03-09 18:13:38 (UTC+8) |
| Abstract: | 科技的進步往往會改變人們的互動方式，隨著近年疫情和人工智慧的發展，聊天機器人的應用遍地開花，越來越多的企業將聊天機器人導入服務當中。聊天機器人通常會被賦予擬人化的特徵，性別是其中一個常被討論的變項。雖然過去的研究已對性別和聊天機器人滿意度之間的關係進行探索，但仍不夠全面，故本研究提出一調節中介模型，以聊天機器人的性別和性別刻板印象領域的一致性切入，同時探討使用者的心理性別對滿意度可能產生的調節影響，以及社會臨場感的中介效果。
本研究的實驗為2（聊天機器人性別）x 2（性別刻板印象領域）x 2（使用者心理性別）的受測者間設計，透過操弄Line聊天機器人的設計，讓使用者在與聊天機器人實際互動後，回覆研究問卷。本研究以365份樣本進行分析，研究結果發現，聊天機器人的性別和性別刻板印象領域一致與否，並不會對滿意度造成顯著影響，另外，心理性別無法有效調節性別一致性對滿意度或社會臨場感的效果。但研究發現，社會臨場感雖然沒有顯著的中介效果，但卻能顯著地提高使用者滿意度，另外也發現，生理女性的使用者，滿意度顯著高於生理男性的使用者。本研究針對結果的學術與實務性意涵進行討論，並提出研究限制和未來研究可發展之方向。
The advancement of technology often changes the way people interact. As chatbots have become increasingly popular with the development of AI and recent pandemics, more and more companies have integrated chatbots into their services. Chatbots are often designed with human-like characteristics, such as gender, which is a commonly discussed variable in prior research. Although previous studies have explored the relationship between gender and chatbot satisfaction, more research is warranted in this area. Therefore, this study proposes a moderated mediation model that examines how the congruence between chatbot gender and gender stereotype domains may influence chatbot satisfaction, as well as the moderating role of users` psychological gender and the mediating role of social presence in the process.
This study employed a 2 (chatbot gender) x 2 (gender stereotype domains) x 2 (user psychological gender) between-subject design. Participants interacted with a Line chatbot and then responded to the study questionnaire. A total of 365 responses were analyzed after data cleaning. The findings show that the congruence between chatbot gender and gender stereotype domains does not have a significant effect on satisfaction. Psychological gender does not moderate the effect of gender congruency on satisfaction and social presence. Although social presence does not have a significant mediating effect between gender congruency and satisfaction, it significantly improves user satisfaction. Additionally, the findings reveal that female users tend to have a higher level of satisfaction than male users. The theoretical and managerial implications of the findings, as well as limitations and directions for future research, are discussed. |
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| Description: | 碩士
國立政治大學
數位內容碩士學位學程
109462015 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109462015 |
| Data Type: | thesis |
| Appears in Collections: | [數位內容碩士學位學程] 學位論文
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