隨著人工智慧與機器學習的發展，聊天機器人也因此成為全球產學共同討論的議題，不論是在電子商務領域亦或是金融業都已被視為領先技術之一，雖然現在關於聊天機器人的研究與開發甚多，相關研究也已累積不少。但現有文獻上對於消費者在服務情境下對於聊天機器人的使用動機類型，以及不同使用動機對於在人機互動之間的影響相對較為有限。
本研究透過廣泛的文獻回顧與質性研究之深度訪談法，歸納出動機發展的數個研究變數，以此形成研究假設，再透過調查法實證研究假設，問卷調查對象為使用過零售業與金融服務的聊天機器人之民眾，實際回收 328 份問卷，回收之有效問卷為 298 份，有效回收率為 91%。資料分析採用 SmartPLS 3.2.8 進行資料分析。研究結果顯示，參與者較重視問題解決、客製化與互動性。研究結果可供欲開發聊天機器人之高階經理人了解使用者需求及使用關鍵因素，於研發及設計時能進一步納入參考，在理論上能夠彌補過去的研究缺口，並奠定後續的研究基礎，在實務方面，能夠提供行銷上的參考指引。
With the development of artificial intelligence and machine learning, chat robot has become a topic of discussion among industry and universities around the world. It has been regarded as one of the leading technologies in both the e-commerce field and the financial industry. Although there is a lot of research and development on chat robot, there has been a lot of related research. However, the existing literature is relatively limited on the types of consumers' motivations for chatting robots in service situations, and the impact of different motivations on human-computer interaction.
Through extensive literature review and in-depth interviews of qualitative research, this study summarizes several research variables of motivation development, so as to form research hypotheses. Then through empirical research hypotheses, the questionnaire respondents are people who have used chat robots in retail and financial services. 328 questionnaires were actually collected, and 298 valid questionnaires were collected, with an effective recovery rate of 91%. Smartpls 3.2.8 was used for data analysis. The results show that participants pay more attention to problem solving, customization and interactivity. The research results can provide senior managers who want to develop chat robots with an understanding of user needs and key factors of use, which can be further incorporated into the reference in the research, development and design. In theory, it can make up for the past research gap, lay a foundation for follow-up research, and provide marketing reference guidance in practice.
