簡易檢索 / 詳目顯示

研究生: 葉建陽
Yeh, Jian-Yang
論文名稱: 探討客製化、自我參照與廣告內容類型對於聊天機器人廣告效果之影響
The Influence of Customization, Self-Reference and Advertising Content Type on the Effect of Chatbot Advertising
指導教授: 林慧斐
Lin, Hui-Fei
口試委員: 蔣旭政
Chiang, Hsu-Cheng
鄭怡卉
Cheng, I-Huei
口試日期: 2021/06/10
學位類別: 碩士
Master
系所名稱: 大眾傳播研究所
Graduate Institute of Mass Communication
論文出版年: 2021
畢業學年度: 109
語文別: 中文
論文頁數: 205
中文關鍵詞: 聊天機器人廣告客製化廣告自我參照廣告內容類型顧客體驗廣告效果
英文關鍵詞: Chatbot advertising, Customized advertising, Self-Referencing, Advertising content type, Customer experience, Advertising effectiveness
研究方法: 實驗設計法
DOI URL: http://doi.org/10.6345/NTNU202101024
論文種類: 學術論文
相關次數: 點閱:249下載:51
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 即時通訊軟體的滲透率以及普遍性,強化消費者接受訊息的方式。近年來也越來越多品牌商或行銷業者藉由聊天機器人廣告來接觸目標消費者。但聊天機器人並非消費者日常接受廣告訊息的正常管道,因此當廣告訊息若未能吸引消費者興趣,則有可能被視為干擾訊息並產生對品牌或產品的負面評價。
    本研究從聊天機器人中的操作功能、文案內容以及內容呈現方式,將採取2(客製化程度:高vs.低)×2(自我參照類型:分析型vs.敘事型)×2(廣告內容類型:動態資訊vs.靜態資訊)三因子組間實驗設計,探討消費者對於聊天機器人廣告效果(廣告態度、品牌態度、購買意願)之影響以及顧客體驗對自變項依變項之間的中介效果影響。
    本研究統計結果顯示,(1)在聊天機器人的操作功能中,相較於客製化程度低的聊天機器人廣告,消費者對於客製化程度高的聊天機器人廣告會產生較佳的廣告效果;(2)在文案的設計上,相較於分析型自我參照聊天機器人廣告,消費者對於敘事型的自我參照聊天機器人廣告會產生較佳的廣告效果;(3)在內容呈現方式上,相較於靜態資訊聊天機器人廣告,消費者對於動態資訊聊天機器人廣告會產生較佳的廣告效果;(4)不論敘事型亦或者分析型自我參照,搭配動態資訊相較於靜態資訊,消費者會產生較佳的廣告效果(廣告態度、品牌態度);(5)顧客體驗在廣告內容類型與品牌態度之間具有中介效果,在客製化程度與廣告內容類型則無中介效果。

    The penetration and universality of instant messaging software enhance the way consumers receive information. In recent years, more and more brand owners and marketers are using chatbot advertising to reach target customers/market. In contrast to other marketing tools, chatbot advertising is not a normal channel for customers to receive information. However, if advertising messages cannot attract customers’ interest, they may be perceived as interruptions and lead to negative reviews of the brand or product.
    Hence, the study focuses on chatbot’s operation function, copywriting and content type to discuss customers’ advertising attitude, brand attitude and purchase intention; and the customer experience serves as meditator between customization level, self-reference, content type and advertising effects. The study is based on the between-subject design: customization level (High/ Low) X self-reference (Analytical/ Narrative) X content type (Dynamic/ Static).
    The results show that (1) in terms of the operation function of chatbot, compared with low customization level, high customization level produce better advertising effects; (2) in terms of copywriting of chatbot, compared with analytical self-reference, narrative self-reference produce better advertising effects; (3) in terms of content type of chatbot, compared with static information, dynamic information produce better advertising effects; (4) whether narrative or analytical self-reference, dynamic information will produce better advertising attitude and brand attitude toward customers compared with static information; (5) customer experience has a mediated effect between advertising content type and brand attitude, but there is no mediated effect between customization level, self-referencing and advertising effects.

    摘要 I Abstract II 第壹章 緒論 1 第一節、研究背景 1 第二節、研究動機 4 第三節、研究目的 9 第貳章 文獻探討 10 第一節 聊天機器人 10 一、聊天機器人的起源 10 二、聊天機器人功能與操作模式 11 三、聊天機器人定義 14 四、聊天機器人相關研究 16 五、小節 19 第二節、客製化 21 一、客製化定義與相關研究 21 二、客製化代理模型 22 三、聊天機器人客製化互動廣告 24 四、小節 26 第三節、自我參照廣告 27 一、自我參照相關定義 27 二、自我參照說服機制效果 29 三、自我參照相關類型 30 四、小節 33 第四節、廣告內容類型 34 一、廣告內容類型特質與相關研究 34 二、雙碼理論 35 三、臨場感 38 四、小節 39 第五節、中介變項顧客體驗 41 一、顧客體驗定義 41 二、體驗行銷 42 三、數位體驗行銷 45 四、小節 46 第六節、研究假設推導 48 一、聊天機器人客製化廣告主要效果 48 二、自我參照主要效果 49 三、廣告內容類型主要效果 50 四、聊天機器人客製化與自我參照的交互效果 52 五、聊天機器人客製化與廣告內容類型的交互效果 53 六、自我參照與廣告內容類型的交互效果 54 七、客製化與自我參照和廣告內容類型三者之間交互效果 56 八、中介效果 58 第參章 研究方法 61 第一節、研究架構 61 第二節、實驗設計 61 第三節、前測 63 第四節、主實驗刺激物 72 一、主實驗刺激物呈現 72 二、實驗程序 77 第五節、變項衡量 79 一、自變項 79 二、依變項 81 三、中介變項 83 第肆章 研究結果 85 第一節、樣本結構與敘事統計 85 第二節、信度分析 88 第三節、操弄檢定與正式實驗結果 89 第四節、研究假設驗證 91 一、客製化程度與廣告效果之間影響 93 二、自我參照類型與廣告效果之間影響 94 三、廣告內容類型與廣告效果之間影響 94 四、客製化程度與自我參照類型對廣告效果之間影響 95 五、客製化程度與廣告內容類型對廣告效果之間影響 96 六、自我參照類型與廣告內容類型對廣告效果之間影響 96 七、客製化程度與自我參照類型與廣告內容類型對廣告效果之間影響 98 八、中介效果 99 第五節、研究假設檢定結果 116 第伍章 結論 118 第一節、研究發現與討論 118 一、客製化程度高相較於客製化程度低,消費者會產生較佳的廣告效果 118 二、敘事型相較於分析型自我參照,消費者會產生較佳的廣告效果 119 三、動態資訊相較於靜態資訊,消費者會產生較佳的廣告效果 120 四、敘事型和分析型自我參照搭配動態資訊相較於靜態資訊,消費者會產生較佳的廣告效果 121 五、客製化程度對自我參照類型或廣告內容類型對於廣告效果之間並無影響 123 六、客製化程度與自我參照類型和廣告內容類型對廣告效果之間並無影響 124 七、顧客體驗僅對廣告內容類型對品牌態度具有中介效果,但在客製化程度與自我參照類型則無 125 第二節、研究貢獻 127 一、學術貢獻 127 二、實務建議 128 第三節、研究限制 129 一、實驗情境 129 二、聊天機器人廣告設計限制 129 三、客製化程度設計限制 129 四、自我參照設計限制 130 五、廣告內容類型設計限制 130 六、產品選擇限制 131 參考文獻 132 中文文獻 132 英文文獻 134 附錄一:前測一問卷 150 附錄二:前測二問卷 155 附錄三:前測三分析型自我參照問卷 166 附錄四:前測三敘事型自我參照問卷 170 附錄五:主實驗問卷 176 附錄六:聊天機器人廣告腳本 181

    中文文獻
    王小惠、高珮雯(2010)。多媒體影音廣告吸「睛」?行動廣告呈現方式之效果研究。國際電腦音樂與音訊技術暨新媒體研討會論文集,22-127。
    王文傑(2020)。中文Chatbot的現實與突破的契。數位時代。https://www.bnext.com.tw/article/58017/chatbot-natural-language-understanding
    台灣數位媒體應用暨行銷協會 DMA(2020)。2019台灣數位廣告量統計報告。https://drive.google.com/file/d/1W_Aq64aiK5-FVb3Tc3l_ua7SzGLDhAr0/view
    吳冠瑩(2020)。探討不同腳本類型聊天機器人之行銷效果:不同品牌類型之比較。世新大學。https://hdl.handle.net/11296/pb6bvv
    李鴻文、蔡進發、賴柏諺(2017)。虛擬代言人對廣告效果之影響:以產品類別、自我參照為干擾變數。行銷評論,14(4),335-366。https://www.AiritiLibrary.com/Publication/Index/18134483-201712-201807260013-201807260013-335-366
    昝亭瑜(2020)。探討聊天機器人個性化對使用感知與意願的影響。國立臺灣科技大學。https://hdl.handle.net/11296/46e9vj
    耿慶瑞、呂家懷(2013)。網路自我參照廣告效果:以論點強度與視覺心像生動程度為干擾變數。管理與系統,20(3),481-510。https://www.AiritiLibrary.com/Publication/Index/10239863-201307-201308280021-201308280021-481-510
    高敬原(2017)。24小時待命不輸真人客服,ChatBot將成為2018年企業必備武器。數位時代。https://www.bnext.com.tw/article/47317/2018-is-the-year-chatbots-join-the-enterprise
    張瑋璐(2016)。社群媒體中個人化廣告訊息適切性與消費者印象管理動機對廣告處理及訊息效果影響之研究-以HSM觀點。世新大學。https://hdl.handle.net/11296/edrp2d
    陳怡禎(2013)。從體驗行銷觀點探討影響社交網站使用者滿意度之因素。靜宜大學。https://hdl.handle.net/11296/z5pa84
    曾曉彤(2018)。臉書社群廣告效果研究 : Chatbot與貼文廣告效果之比較。國立政治大學。https://hdl.handle.net/11296/am99cq
    劉明德、梅國忠(2011)。網站體驗行銷、體驗價值、顧客滿意度與顧客忠誠度關係之探討。行銷科學學報,7(2),129-153。https://www.AiritiLibrary.com/Publication/Index/18166601-201112-201410200022-201410200022-129-153
    鄭心怡(2014)。探討Instagram對品牌體驗及廣告效果之影響:以高中生為例。國立政治大學。https://hdl.handle.net/11296/derx39
    蕭佑和(2018)。聊天機器人Chatbot火熱,台灣新創宜先做深、再做廣。https://meethub.bnext.com.tw/%e8%81%8a%e5%a4%a9%e6%a9%9f%e5%99%a8%e4%ba%bachatbot%e7%81%ab%e7%86%b1%ef%bc%8c%e5%8f%b0%e7%81%a3%e6%96%b0%e5%89%b5%e5%ae%9c%e5%85%88%e5%81%9a%e6%b7%b1%e3%80%81%e5%86%8d%e5%81%9a%e5%bb%a3%ef%bd%9c/
    顧宜錚、李家瑩、黃相翎(2013)。有服務品質就足夠嗎?顧客體驗對網站滿意度之影響。中山管理評論,21(3),479-509。https://doi.org/10.6160/2013.09.01


    英文文獻
    Abu Shawar, B., & Atwell, E. (2007). Chatbots: are they really useful? LDV-Forum: Zeitschrift Für Computerlinguistik Und Sprachtechnologie, 22(1), 29–49.
    Agichtein, E., Castillo, C., Donato, D., Gionis, A., & Mishne, G. (2008). Finding high-quality content in social media. WSDM’08 - Proceedings of the 2008 International Conference on Web Search and Data Mining, 183–193. https://doi.org/10.1145/1341531.1341557
    Ahn, G., Phua, J., & Shan, Y. (2017). Self-endorsing in digital advertisements : Using virtual selves to persuade physical selves. Computers in Human Behavior, 71, 110–121.
    Ahn, S. J., & Bailenson, J. (2014). Self-endorsed advertisements: When the self persuades the self. Journal of Marketing Theory and Practice, 22(2), 135–136. https://doi.org/10.2753/MTP1069-6679220203
    Andajani, E. (2015). Understanding Customer Experience Management in Retailing. Procedia-Social and Behavioral Sciences, 211, 629–633. https://doi.org/10.1016/j.sbspro.2015.11.082
    Appel, M., Richter, T., & Green, M. C. (2015). The Transportation Scale – Short Form ( TS – SF ). Media Psychology, 18(2), 243–266. https://doi.org/10.1080/15213269.2014.987400
    Araujo, T. (2018). Living up to the chatbot hype: The influence of anthropomorphic design cues and communicative agency framing on conversational agent and company perceptions. Computers in Human Behavior, 85, 183–189. https://doi.org/10.1016/j.chb.2018.03.051
    Baumgartner, H., Sujan, M., & Bettman, J. R. (1992). Autobiographical Memories, Affect, and Consumer Information Processing. Journal of Consumer Psychology, 1(1), 53–82.
    Bellezza, F. S. (1984). The Self as a Mnemonic Device : The Role of Internal Cues. Journal of Personality and Social Psychology, 47(3), 506–516.
    Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Creating effective online customer experiences. Journal of Marketing, 83(2), 98–119. https://doi.org/10.1177/0022242918809930
    Bower, G. H., & Gilligan, S. G. (1979). Remembering Information Related to One’s Self. Journal of Research in Personality, 13(4), 420–432. https://doi.org/10.1016/0092-6566(79)90005-9
    Brandtzaeg, P. B., & Følstad, A. (2017). Why people use chatbots. International Conference on Internet Science, 377–392. https://doi.org/10.1007/978-3-319-70284-1_30
    Bright, L. F., & Daugherty, T. (2012). Does customization impact advertising effectiveness? An exploratory study of consumer perceptions of advertising in customized online environments. Journal of Marketing Communications, 18(1), 19–37. https://doi.org/10.1080/13527266.2011.620767
    Broeck, E. V. d., Zarouali, B., & Poels, K. (2019). Chatbot advertising effectiveness: When does the message get through? Computers in Human Behavior, 98, 150–157. https://doi.org/10.1016/j.chb.2019.04.009
    Burnkrant, R. E., & Unnava, H. R. (1989). Self-Referencing: A Strategy for Increasing Processing of Message Content. Personality and Social Psychology Bulletin, 15(4), 628–638.
    Burnkrant, R. E., & Unnava, H. R. (1995). Effects of Self-Referencing on Persuasion. Journal of Consumer Research, 22(1), 17. https://doi.org/10.1086/209432
    Carr, C. T., & Hayes, R. A. (2015). Social Media: Defining, Developing, and Divining. Atlantic Journal of Communication, 23(1), 46–65. https://doi.org/10.1080/15456870.2015.972282
    Castronovo, C., & Huang, L. (2012). Social Media in an Alternative Marketing Communication Model. Journal of Marketing Development and Competitiveness, 6(1), 117–134.
    Celebi, S. I. (2015). How do motives affect attitudes and behaviors toward internet advertising and Facebook advertising? Computers in Human Behavior, 51(1), 312–324. https://doi.org/10.1016/j.chb.2015.05.011
    Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752–766. https://doi.org/10.1037//0022-3514.39.5.752
    Chang, C. (2008). Increasing mental health literacy via narrative advertising. Journal of Health Communication, 13(1), 37–55. https://doi.org/10.1080/10810730701807027
    Chang, C. (2013). Imagery Fluency and Narrative Advertising Effects. Journal of Advertising, 42(1), 54–68. https://doi.org/10.2307/23353249
    Chellappa, R. K., & Sin, R. G. (2005). Personalization versus Privacy: An Empirical Examination of the Online Consumer’s Dilemma. Information Technology and Management, 6(2), 181–202. https://doi.org/10.1007/s10799-005-5879-y
    Cheng, J. M., Wang, E. S., & Chen, L. S. (2009). Consumer attitudes and interactive digital advertising. International Journal of Advertising, 28(3), 501–525. https://doi.org/10.2501/S0265048709200710
    Ching, R. K. H., Tong, P., Chen, J., & Chen, H.-Y. (2013). Narrative online advertising : identification and its effects on attitude toward a product. Internet Research, 23(4), 414–438. https://doi.org/10.1108/IntR-04-2012-0077
    Chua, A. Y. K., & Banerjee, S. (2015). How Businesses Draw Attention on Facebook through Incentives, Vividness and Interactivity. IAENG International Journal of Computer Science, 42(3), 275–282.
    Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587–595. https://doi.org/10.1016/j.jbusres.2018.10.004
    Clement, J. (2020). Most popular social networks worldwide as of July 2020, ranked by number of active users. Statista. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
    Daft, R. L., & Robert H. Lengel. (1986). Organizational Information Requirements, Media Richness and Structural Design. Management Science, 32(5), 554–571.
    Dao, W. V. (2014). Social media advertising value The case of transitional economies in Southeast Asia. International Journal of Advertising, 33(2). https://doi.org/10.2501/IJA-33-2-271-294
    DeKeyzer, F., Dens, N., & DePelsmacker, P. (2015). Is this for me? How Consumers Respond to Personalized Advertising on Social Network Sites. Journal of Interactive Advertising, 15(2), 124–134. https://doi.org/10.1080/15252019.2015.1082450
    Debevec, K., & Iyer, E. (1988). Self‐referencing as a mediator of the effectiveness of sex‐role portrayals in advertising. Psychology & Marketing, 5(1), 71–84. https://doi.org/10.1002/mar.4220050106
    Debevec, K., & Romeo, J. B. (1992). Self-Referent Processing in Perceptions of Verbal and Visual Commercial Information. Journal of Consumer Psychology, 1(1), 83–102. https://doi.org/10.1016/S1057-7408(08)80046-0
    Doorn, J.van, & Hoekstra, J. C. (2013). Customization of online advertising: The role of intrusiveness. Marketing Letters, 24, 339–351. https://doi.org/10.1007/s11002-012-9222-1
    Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35.
    Edwards, S. M., Li, H., & Lee, J. (2002). Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads. Journal of Advertising, 31(3), 83–95. https://www.diabetes.org.uk/Documents/Position statements/Diabetes UK Facts and Stats_Dec 2015.pdf
    Eeuwen, M.V. (2017). Mobile conversational commerce: messenger chatbots as the next interface between businesses and consumers. In University of Twente.
    Escalas, J. E. (2004). Imagine yourself in the product : Mental simulation, narrative transportation, and persuasion. Journal of Advertising, 33(2), 37–48. https://doi.org/10.1080/00913367.2004.10639163
    Escalas, J. E. (2007). Self‐Referencing and Persuasion: Narrative Transportation versus Analytical Elaboration. Journal of Consumer Research, 33(4), 421–429. https://doi.org/10.1086/510216
    Følstad, A., & Skjuve, M. (2019). Chatbots for Customer Service : User Experience and Motivation. Proceedings of the International Conference on Conversational User Interfaces ., 1–9.
    Ford, H., & Hutchinson, J. (2019). Newsbots that mediate journalist and audience relationships. Digital Journalism, 7, 1–19. https://doi.org/10.1080/21670811.2019.1626752
    Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of Business Research, 58(3), 387–396. https://doi.org/10.1016/S0148-2963(03)00106-1
    Gao, Q., Rau, P. L. P., & Salvendy, G. (2009). Perception of interactivity: Affects of four key variables in mobile advertising. International Journal of Human-Computer Interaction, 25(6), 479–505. https://doi.org/10.1080/10447310902963936
    Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience:. An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395–410. https://doi.org/10.1016/j.emj.2007.08.005
    Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), 701–721. https://doi.org/10.1037/0022-3514.79.5.701
    Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis : a regression-based approach. New York : The Guilford Press.
    Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311–330. https://doi.org/10.1177/1094670510375460
    Hill, J., Ford, W. R., & Farreras, I. G. (2015). Computers in Human Behavior Real conversations with artificial intelligence : A comparison between human – human online conversations and human – chatbot conversations. Computers in Human Behavior, 49, 245–250. https://doi.org/10.1016/j.chb.2015.02.026
    Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50–68. https://doi.org/10.2307/1251841
    Holbrook, M. B., & Hirschman, C. (1982). The Experiential Aspects of Fantasies , Consumer Consumption : Fun Feeling. Journal of Consumer Research, 9(2), 132–140.
    Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience – a review and research agenda. Journal of Service Theory and Practice, 27(3), 642–662. https://doi.org/10.1108/JSTP-03-2015-0064
    Jiang, Z., & Benbasat, I. (2007). Investigating the Influence of the Functional Mechanisms of Online Product Presentations. Information Systems Research, 18(4), 454–470. https://doi.org/10.1287/isre.1070.0124
    Kaczorowska-Spychalska, D. (2019). How chatbots influence marketing. Management, 23(1), 251–270. https://doi.org/10.2478/manment-2019-0015
    Kalyanaraman, S., & Sundar, S. (2006). The psychological appeal of personalized content in web portals: Does customization affect attitudes and behavior? Journal of Communication, 56(1), 110–132. https://doi.org/10.1111/j.1460-2466.2006.00006.x
    Keller, P. A., & Block, L. G. (1997). Vividness effects: A resource-matching perspective. Journal of Consumer Research, 24(3), 295–304. https://doi.org/10.1086/209511
    Kemp, S. (2020). DIGITAL 2020: TAIWAN. https://datareportal.com/reports/digital-2020-taiwan
    Keng, C. J., & Liu, C. C. (2013). Can avatar and self-referencing really increase the effects of online 2-D and 3-D advertising? Computers in Human Behavior, 29(3), 791–802. https://doi.org/10.1016/j.chb.2012.10.025
    Keng, C. J., & Ting, H. Y. (2009). The acceptance of blogs: using a customer experiential value perspective. Internet Research, 19(5), 479–495. https://doi.org/10.1108/10662240910998850
    Kim, E., Lin, J.-S., & Sung, Y. (2013). To App or Not to App: Engaging Consumers via Branded Mobile Apps. Journal of Interactive Advertising, 13(1), 53–65. https://doi.org/10.1080/15252019.2013.782780
    Kim, H. Y., Song, J. H., & Lee, J. H. (2019). When are personalized promotions effective? The role of consumer control. International Journal of Advertising, 38(4), 628–647. https://doi.org/10.1080/02650487.2019.1593721
    Kim, K. J., Shyam Sundar, S., & Park, E. (2011). The effects of screen-size and communication modality on psychology of mobile device users. Conference on Human Factors in Computing Systems - Proceedings, 1207–1212. https://doi.org/10.1145/1979742.1979749
    Kim, M., & Song, D. (2018). When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type. International Journal of Advertising, 37(1), 105–124. https://doi.org/10.1080/02650487.2017.1349031
    Kim, N. Y. (2017). The Effect Of Advertising Content Control On Advertising Effectiveness In The Different Forced Exposure Circumstance. Journal of Promotion Management, 24(6), 845–862. https://doi.org/10.1080/10496491.2017.1408528
    Kim, N. Y. (2018). The Effect of Ad Customization and Ad Variation on Internet Users’ Perceptions of Forced Multiple Advertising Exposures and Attitudes. Journal of Interactive Advertising, 18(1), 15–27. https://doi.org/10.1080/15252019.2018.1460225
    Kim, S., Cha, J., Knutson, B. J., & Beck, J. A. (2011). Development and testing of the Consumer Experience Index ( CEI ). Managing Service Quality, 21(2), 112–132. https://doi.org/10.1108/09604521111113429
    Kim, T., & Biocca, F. (1997). Telepresence via television: Two dimensions of telepresence may have different connections to memory and persuasion. Journal of Computer-Mediated Communication, 3(2), 1–24.
    Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33, 256–269. https://doi.org/10.1016/j.chb.2014.01.015
    Klaus, P. P., & Maklan, S. (2012). EXQ : a multiple-item scale for assessing service experience. Journal of Service Management, 23(1), 5–33. https://doi.org/10.1108/09564231211208952
    Klein, S. B., Loftus, J., & Burton, H. A. (1989). Two Self-Reference Effects: The Importance of Distinguishing Between Self-Descriptiveness Judgments and Autobiographical Retrieval in Self-Referent Encoding. Journal of Personality and Social Psychology, 56(6), 853–865. https://doi.org/10.1037/0022-3514.56.6.853
    Knoll, J. (2016). Advertising in social media: a review of empirical evidence. International Journal of Advertising, 35(2), 266–300. https://www.tandfonline.com/doi/full/10.1080/02650487.2015.1021898
    Kobsa, A., Koenmann, J., & Pohl, W. (2001). Personalised hypermedia presentation techniques for improving online customer relationships. The Knowledge Engineering Review, 16(2), 111–155. https://doi.org/10.1017/s0269888901000108
    Krishnamurthy, P., & Sujan, M. (1999). Retrospection Versus Anticipation: the Role of the Ad Under Retrospective and Anticipatory Self‐Referencing. Journal of Consumer Research, 26(1), 55–69. https://doi.org/10.1086/209550
    Lang, B. A. (2000). The Limited Capacity Model of Mediated Message Processing. Journal of Communication, 50(1), 46–70.
    Lee, C. K. C., Fernandez, N., & Martin, B. A. S. (2002). Using self-referencing to explain the effectiveness of ethnic minority models in advertising. International Journal of Advertising, 21(3), 367–379. https://doi.org/10.1080/02650487.2002.11104937
    Lee, S. (Ally), Jeong, M., & Oh, H. (2018). Enhancing customers’ positive responses: Applying sensory marketing to the hotel website. Journal of Global Scholars of Marketing Science, 28(1), 68–85. https://doi.org/10.1080/21639159.2017.1410772
    Lee, S., Kim, K. J., & Sundar, S. S. (2015). Customization in location-based advertising: Effects of tailoring source, locational congruity, and product involvement on ad attitudes. Computers in Human Behavior, 51, 336–343. https://doi.org/10.1016/j.chb.2015.04.049
    Leppäniemi, M., & Karjaluoto, H. (2005). Factors influencing consumers’ willingness to accept mobile advertising: A conceptual model. International Journal of Mobile Communications, 3(3), 197–213. https://doi.org/10.1504/IJMC.2005.006580
    Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of Advertising, 31(3), 43–57. https://doi.org/10.1080/00913367.2002.10673675
    Lin, K. Y., & Lu, H. P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152–1161. https://doi.org/10.1016/j.chb.2010.12.009
    Mackenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130–143.
    Markus, H. (1977). Self-Schemata and Processing Information About the Self. Journal of Personality and Social Psychology, 35, 63–78.
    Martin, B. A. S., Lee, C. K. C., & Yang, F. (2004). The influence of ad model ethnicity and self-referencing on attitudes: Evidence from New Zealand. Journal of Advertising, 33(4), 27–37. https://doi.org/10.1080/00913367.2004.10639172
    Martin, B. A. S., Veer, E., & Pervan, S. J. (2007). Self-referencing and consumer evaluations of larger-sized female models : A weight locus of control perspective. Marketing Letters, 18(3), 197–209. https://doi.org/10.1007/s11002-007-9014-1
    Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value : conceptualization , measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39–56.
    Mcmillan, S. J., & Hwang, J. (2002). Measures of Perceived Interactivity: An Exploration of the Role of Direction of Commvinication, User Control, and Time in Shaping Perceptions of Interactivity. Journal of Advertising, 31(3), 29–42.
    Meyers-Levy, J., & Peracchio, L. A. (1996). Moderators of the Impact of Self-Reference on Persuasion. Journal of Consumer Research, 22(4), 408. https://doi.org/10.1086/209458
    Mitchell, A. A. (1986). The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement. Journal of Consumer Research, 13(1), 12–24.
    Mitchell, A. A., & Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, 18(3), 318–332.
    Morimoto, M. (2020). Privacy concerns about personalized advertising across multiple social media platforms in Japan: the relationship with information control and persuasion knowledge. International Journal of Advertising. https://doi.org/10.1080/02650487.2020.1796322
    Paivio, A. (1986). Mental Representations: A Dual Coding Approach. New York : Oxford University Press.
    Park, E., & Ohm, J. (2014). The impacts of media type, placement and exposure type on attitudes towards advertisements on mobile devices. International Journal of Mobile Communications, 12(2), 160–176. https://doi.org/10.1504/IJMC.2014.059736
    Park, J., Choi, J., Kim, H., & Kwon, H. J. (2019). The influence of media type and length of time delay on user attitude: Effects of product-focused virtual reality. Computers in Human Behavior, 101, 466–473. https://doi.org/10.1016/j.chb.2018.08.054
    Pentina, I., Amialchuk, A., & Taylor, D. G. (2011). Exploring effects of online shopping experiences on browser satisfaction and e-tail performance. International Journal of Retail and Distribution Management, 39(10), 742–758. https://doi.org/10.1108/09590551111162248
    Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. Advances in Experimental Social Psychology, 19, 123–205.
    Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 10(2), 135–146.
    Phelps, J. E., & Hoy, M. G. (1996). The Aad-Ab-PI Relationship in Children : The Impact of Brand Familiarity and Measurement Timing. Psychology & Marketing, 13(1), 77–105.
    Phua, J., & Kim, J. J. (2018). Starring in your own Snapchat advertisement : In fl uence of self- brand congruity , self-referencing and perceived humor on brand attitude and purchase intention of advertised brands. Telematics and Informatics, 35(3), 1524–1533.
    Pine, B. J., & Gilmore, J. H. (1999). The experience economy : work is theatre & every business a stage. In Harvard Business Review Press. https://doi.org/10.1007/bf03036337
    Radziwill, N. M., & Benton, M. C. (2017). Evaluating Quality of Chatbots and Intelligent Conversational Agents. http://arxiv.org/abs/1704.04579
    Rogers, T. B., Kuiper, N. A., & Kirker, W. S. (1977). Self-Reference and the Encoding of Personal Information. Journal of Personality and Social Psychology, 35(9), 677–688.
    Sadeddin, K. W., Serenko, A., & Hayes, J. (2007). Online shopping bots for electronic commerce: the comparison of functionality and performance. International Journal of Electronic Business, 5(6), 576. https://doi.org/10.1504/ijeb.2007.016472
    Saxena, A., & Khanna, U. (2013). Advertising on Social Network Sites: A Structural Equation Modelling Approach. Vision: The Journal of Business Perspective, 17(1), 17–25. https://doi.org/10.1177/0972262912469560
    Scheinbaum, A. C., Hampel, S., & Kang, M. (2017). Future developments in IMC: why e-mail with video trumps text-only e-mails for brands. European Journal of Marketing, 51(3), 627–645. https://doi.org/10.1108/EJM-09-2015-0624
    Schlosser, A. E. (2003). Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes Versus Purchase Intentions. Journal of Consumer Research, 30(2), 184–198. https://doi.org/10.1086/376807
    Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496
    Serenko, A., & Hayes, J. (2010). Investigating the functionality and performance of online shopping bots for electronic commerce: a follow-up study. International Journal of Electronic Business, 8(1), 1. https://doi.org/10.1504/ijeb.2010.030713
    Simon, C., Brexendorf, T. O., & Fassnacht, M. (2013). Creating Online Brand Experience on Facebook. Marketing Review St. Gallen, 30(6), 50–59. https://doi.org/10.1365/s11621-013-0299-6
    Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489–499. https://doi.org/10.1080/0965254X.2011.581383
    Smith, M. D. (2002). The impact of shopbots on electronic markets. Journal of the Academy of Marketing Science, 30(4), 446–454. https://doi.org/10.1177/009207002236916
    Steure, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73–93.
    Stewart, D. W. (2004). The new face of interactive advertising: it’s time to rethink traditional ad research strategy. Marketing Research., 16(1), 10–15.
    Suh, K. S., & Chang, S. (2006). User interfaces and consumer perceptions of online stores: The role of telepresence. Behaviour and Information Technology, 25(2), 99–113. https://doi.org/10.1080/01449290500330398
    Sujan, M., Bettman, J. R., & Baumgartner, H. (1993). Influencing Consumer Judgments Using Autobiographical Memories: A Self-Referencing Perspective. Journal of Marketing Research, 30(4), 422. https://doi.org/10.2307/3172688
    Sundar, S. S. (2008). Self as Source: Agency and Customization in Interactive Media. Mediated Interpersonal Communication, 58–74. https://doi.org/10.4324/9780203926864
    Sundar, S. S., & Marathe, S. S. (2010). Personalization versus Customization:The Importance of Agency, Privacy, and Power Usage. Human Communication Research, 36(3), 298–322. https://doi.org/10.1111/j.1468-2958.2010.01377.x
    Sung, J., & Cho, K. (2012). The influence of media type on attitude toward mobile advertisements over time. Cyberpsychology, Behavior, and Social Networking, 15(1), 31–36. https://doi.org/10.1089/cyber.2011.0061
    Tam, K. Y., & Ho, S. Y. (2005). Web personalization as a persuasion strategy: An elaboration likelihood model perspective. Information Systems Research, 16(3), 271–291. https://doi.org/10.1287/isre.1050.0058
    Tam, K. Y., & Ho, S. Y. (2006). Understanding the Impact of web perrsonalization on user information processing and decision. MIS Quarterly, 30(4), 865–890. http://dl.acm.org/citation.cfm?id=2017317.2017322
    Tan, W. J., Kwek, C. L., & Li, Z. (2013). The Antecedents of Effectiveness Interactive Advertising in the Social Media. International Business Research, 6(3), 88–99. https://doi.org/10.5539/ibr.v6n3p88
    TMR. (2020). GLOBAL CHATBOT MARKET ANTICIPATED TO REACH US$ 2,358.2 MN BY 2027: TRANSPARENCY MARKET RESEARCH. In Transparency Market Research. https://markets.businessinsider.com/news/stocks/global-chatbot-market-anticipated-to-reach-9-4-billion-by-2024-robust-opportunities-to-arise-in-retail-ecommerce-1028759508#
    Trevino, L. K., Lengel, R. H., & Daft, R. L. (1987). Media Symbolism, Media Richness, and Media Choice in Organizations. Communication Research, 14(5), 553–574. https://doi.org/10.1177/009365087014005006
    Trivedi, J. (2019). Examining the Customer Experience of Using Banking Chatbots and Its Impact on Brand Love: The Moderating Role of Perceived Risk. Journal of Internet Commerce, 18(1), 91–111. https://doi.org/10.1080/15332861.2019.1567188
    Tucker, C. E. (2014). Social Networks , Personalized Advertising , and Privacy Controls. Journal of Marketing Research, 51(5), 546–562.
    Vazquez, D., Cheung, J., Nguyen, B., Dennis, C., & Kent, A. (2020). Examining the influence of user-generated content on the fashion consumer online experience. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-02-2020-0018
    Vendemia, M. A. (2017). When do consumers buy the company? Perceptions of interactivity in company-consumer interactions on social networking sites. Computers in Human Behavior, 71, 99–109. https://doi.org/10.1016/j.chb.2017.01.046
    Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31–41. https://doi.org/10.1016/j.jretai.2008.11.001
    Vries, L.De, Gensler, S., & Lee, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages : An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26, 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
    Wang, J., & Calder, B. J. (2006). Media Transportation and Advertising. Journal of Consumer Research, 33(2), 151–162.
    Weizenbaum, J. (1966). ELIZA—a computer program for the study of natural language communication between man and machine. Communications of the ACM, 9(1), 36–45.
    White, T. B., Zahay, D. L., Thorbjørnsen, H., & Shavitt, S. (2008). Getting too personal: Reactance to highly personalized email solicitations. Marketing Letters, 19(1), 39–50. https://doi.org/10.1007/s11002-007-9027-9
    Witmer, B. G., & Singer, M. J. (1998). Measuring presence in virtual environments: A presence questionnaire. Presence: Teleoperators and Virtual Environments, 7(3), 225–240. https://doi.org/10.1162/105474698565686
    Xu, A., Liu, Z., Guo, Y., Sinha, V., & Akkiraju, R. (2017). A new chatbot for customer service on social media. Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems, 3506–3510. https://doi.org/10.1145/3025453.3025496
    Xu, D. J. J. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of Computer Information Systems, 47(2), 9–19.
    Xu, D. J., Liao, S. S., & Li, Q. (2008). Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications. Decision Support Systems, 44(3), 710–724. https://doi.org/10.1016/j.dss.2007.10.002
    Xu, H., Oh, L.Bin, & Teo, H. H. (2009). Perceived effectiveness of text vs. multimedia Location-Based Advertising messaging. International Journal of Mobile Communications, 7(2), 154–177. https://doi.org/10.1504/IJMC.2009.022440
    Yao, M. (2016). Does Conversation Hurt Or Help Chatbot UX? Topbots. https://www.topbots.com/conversation-hurt-help-chatbot-ux/
    Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39, 89–103. https://doi.org/10.1016/j.intmar.2017.04.001
    Yoon, S. J. (2012). A social network approach to the influences of shopping experiences on e-wom. Journal of Electronic Commerce Research, 13(3), 213–223.
    Zaichkowsky, J. L. (1994). Research notes: The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59–70. https://doi.org/10.1080/00913367.1943.10673459
    Zarouali, B., Van DenBroeck, E., Walrave, M., & Poels, K. (2018). Predicting Consumer Responses to a Chatbot on Facebook. Cyberpsychology, Behavior, and Social Networking, 21(8), 491–497. https://doi.org/10.1089/cyber.2017.0518
    Zhang, D. (2003). Delivery of Personalized and Adaptive Content to Mobile Devices:A Framework and Enabling Technology. Communications of the Association for Information Systems, 12. https://doi.org/10.17705/1cais.01213
    Zumstein, D., & Hundertmark, S. (2018). Chatbots : an interactive technology for personalized communication and transaction. International Journal on WWW/Internet, 15(1), 96–109.

    下載圖示
    QR CODE