本研究之目的主要為探討屬性利益與訊息方向性之搭配，透過聊天機器人的傳遞，對消費者最終購買意願的影響。將採用雙因子實驗設計，以實驗法對Z世代消費者進行資料蒐集，由產品屬性利益（享樂性與功能性）和訊息方向性（正向訊息與反向訊息）設計出的四個實驗組合，於大約一個月的期間內，總共獲得160份的有效樣本，並對影響購買意願之應變數進行分析。從研究結果發現，產品屬性、訊息方向性單獨各別對購買意願進行分析，所呈現的皆為未顯著性，然而，將兩者結合搭配再進行分析，竟產生顯著性的效果，並得知享樂性產品搭配正向訊息的方式，推薦給過程利益消費者，以及面對結果利益消費者，聊天機器人則該選擇功能性產品搭配反向訊息，藉由這種搭配方式能產生並提高消費者的購買意願以及願付價格。實務應用上，經由找出訊息傳遞之最佳對應方式，提供AI聊天機器人在內容傳遞的邏輯建構上進行參考，增強業者與消費者之間的溝通，與強化彼此間的距離，並提升國內餐旅業者的服務科技能力。 This study explores the combinatory effects of attribute benefit and message direction on consumer’s final purchase intention, through the transmission of chatbot. A two-factor experimental design was employed with attribute benefit (hedonic value vs. utilitarian value) and message direction (positive message vs. negative message) as the control variables, and getting the total valid data of 160 from the experimental subjects in Z generation. The results showed that individual analysis of product attributes or message direction on the purchase intention is nonsignificant, however, the combinatory of product benefit and message direction on purchase intention are significant. Besides, the results suggest that the product in hedonic value with positive message should be recommended to process benefit’s consumer, on the other hand, the chatbot has to recommend the product in utilitarian value with negative message to outcome benefit’s consumer. With this combination, the consumer’s purchase intention and the willingness to pay can be generated and increased.In the application, by finding the best way to communicate the message, which can provide the suggestion to the logical design of AI chatbot, and also increase the distance and communication between the vendors and consumers.
