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聊天機器人不確定性與信任、品牌參與之關係
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聊天機器人不確定性與信任、品牌參與之關係
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Journal Article
聊天機器人不確定性與信任、品牌參與之關係
2024
Overview
Chatbot has become popular in e-commerce. This study applied uncertainty reduction theory to investigate consumer strategies that customers used to reduce uncertainty when using chatbot. It also examined how they affected usage intention and brand engagement. The results showed that the proactive and interactive strategies adopted by consumers positively affected trust leading to an enhancement of usage intention and brand engagement. This study also found differences between high and low AI anxiety. This research integrated uncertainty reduction theory, brand engagement, and AI anxiety to investigate the chatbot application. Finally, this research offers practical suggestions.
