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游曉貞 Hsiao-Chen You, 陳繹介 Yi-Chieh Chen, 蕭方雯 Fang-Wen Xiao

摘要


隨人工智慧(AI)科技的æˆç†Ÿï¼Œä¼æ¥­ç´›ç´›æ‡‰ç”¨èŠå¤©æ©Ÿå™¨äºº(chatbot)於其行銷æœå‹™ç•¶ä¸­ã€‚而大é‡AIæœå‹™çš„出ç¾ï¼Œè®“人機互動領域學者開始é‡è¦–AI的性別化議題，希望ç†è§£å½¢å¡‘AI性別的設計手法與AI性別化å°ä½¿ç”¨è€…的影響。本研究é€éŽå…©éšŽæ®µå¯¦é©—，分別探索ä¸åŒèŠå¤©æ©Ÿå™¨äººçš„視覺設計作為性別æ示的效果，以åŠè³¼ç‰©æƒ…境中èŠå¤©æ©Ÿå™¨äººæ€§åˆ¥å°æ–¼ä½¿ç”¨è€…信任感å—之影響。å‰å°Žå¯¦é©—先檢視èŠå¤©æ©Ÿå™¨äººé ­åƒè¨­è¨ˆä¸­ä¸åŒè¦–覺元素å°ä½¿ç”¨è€…性別感å—之影響。å†é€²ä¸€æ­¥è—‰ç”±æ“作èŠå¤©æ©Ÿå™¨äººçš„性別æ示組æˆå››ç¨®æ¢ä»¶çš„組間設計實驗，招募å—測者進行模擬網路購物的互動實驗，了解ä¸åŒæ€§åˆ¥è³¼ç‰©èŠå¤©æ©Ÿå™¨äººçµ¦äººçš„信任感å—差異。çµæžœç™¼ç¾èŠå¤©æ©Ÿå™¨äººé ­åƒçš„髮長ã€é¡è‰²ã€èˆ‡çœ‰åž‹éƒ½å¯ä»¥æ˜Žé¡¯å½±éŸ¿äººå€‘å°èŠå¤©æ©Ÿå™¨äººçš„性別感å—；但èŠå¤©æ©Ÿå™¨äººçš„性別å°æ–¼äººå€‘的信任感å—僅有些微影響；å倒是å—測者本身的性別與年齡å°èŠå¤©æ©Ÿå™¨äººçš„信任感å—影響較大。

 

With the rise of artificial intelligence technology, companies have integrated chatbots into e-commerce marketing services nowadays. With the emergence of a vast number of AI applications, the researchers in HRI have begun to pay attention to the gender issue of AI, hoping to understand the impact of AI gender on users. This study investigates the effects of chatbot gender on user trust in online shopping contexts using a two-stage experimental design. First, this study examined the impact of the visual elements of AI avatars on the user's gender perception in the pilot study. Then, this study conducted a between-subject design experiment to examine how gender factors affect user trust towards shopping chatbots. The results found that gender cues have apparent impacts on the gender perception of chatbots, but the gender of chatbots has very little influence on users' trust towards them; instead, the gender and age of participants have more impact on the user trust.


關鍵詞


聊天機器人；性別提示；信任；感性工學；對話式使用者介面

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參考文獻


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