聊天機器人在當代應用跨足各個產業，在工商、心理領域以及技術相關的研究於近年急遽成長，而本篇研究針對聊天機器人的人形化外觀與幽默進行探討，考量在高或低程度的擬人與幽默是否會影響使用者體驗。本研究採用2(人形化外觀程度) x 2(幽默程度) x 2(聊天機器人類型)進行情境實驗設計，讓受試者親身操作聊天機器人後，進行實驗問卷填答，共蒐集126份有效樣本。研究分析結果指出，高幽默程度的聊天機器人在任務型聊天機器人可以正向提升使用者體驗，因此融入幽默對話進入聊天機器人腳本中，有助於提升使用者的服務滿意度以及再使用意願；高程度擬人形象雖然對於使用者體驗沒有直接關聯，但經由融洽關係與信任感的中介仍有影響。這意味著儘管形象上的改變未必能直接影響使用者體驗，但卻在心理層面產生影響，未來可以進一步研究其成因與探索其他情感中介關係所帶來的影響。

The application of chatbot in contemporary industries has grown rapidly and there has been an increasing number of research in business, psychology, and technology-related fields. This study explores the humanoid image and humor of chatbot on user experience through scenario simulation experiment. This study employs a 2 (level of humanoid image) x 2 (level of chatbot humor) x 2 (chatbot type) experimental design. A total of 126 valid responses were collected. The research results show that the chatbot with high humor level can positively enhance the user experience (e.g. satisfaction and intention to use) for the task-oriented chatbot. The level of the humanoid image is not directly related to the user experience but indirectly through rapport and trust. The future research may further explore other mediating mechanisms.

摘要
目錄
第壹章、緒論---------------------------1
第一節、研究背景與動機------------------1
第二節、研究目的與問題------------------4
第三節、研究流程-----------------------5
第貳章、文獻回顧-----------------------6
第一節、聊天機器人(CHATBOT)------------6
第二節、擬人論(ANTHROPOMORPHISM)------11
第三節、幽默(HUMOR)-------------------14
第四節、情感關係(RELATIONAL ELEMENTS)-16
第參章、研究方法-----------------------19
第一節、實驗設計-----------------------19
第二節、概述與聊天機器人架設------------20
第三節、實驗過程-----------------------21
第四節、衡量--------------------------24
第肆章、結果與分析---------------------28
第一節、敘述性統計分析------------------28
第二節、信度與效度分析------------------30
第三節、操弄檢定-----------------------31
第四節、模型分析與假說驗證--------------33
第五節、間接效果分析-------------------37
第伍章、討論--------------------------42
第陸章、管理意涵-----------------------44
第柒章、研究限制與未來研究發展----------46
第捌章、參考文獻-----------------------47
附錄、--------------------------------52

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