近年來，由於網路成長快速，且科技日益發達，許多人工與實體的東西皆被網路與虛擬所取代，也正因為人們追求便利性，才有了聊天機器人的問世。聊天機器人一開始被用於與人們進行簡單對話以打發時間，透過持續的改善，聊天機器人逐漸被廣泛使用，除了問答外，還擁有搜尋、處理事情、紀錄事情等功能，甚至被許多企業作為客服系統來使用。如何吸引使用者願意持續使用聊天機器人是許多企業皆會面臨的問題。因此，本研究提出服務便利性與個性化，兩者雖在其他領域已被探討過，如零售業、食品業與金融業等，卻未曾被用於聊天機器人的領域中，同時，本研究欲透過產品進入市場的擴散模式與使用者對產品或服務的期望程度來加以探討此特徵，因此，將結合創新擴散理論與期望確認理論，並加以探討其對使用者的持續使用意願之影響。
本研究以網路問卷方式進行研究，並以曾使用過聊天機器人的客服系統的使用者作為研究對象，透過問卷結果來檢驗各構面的問項，並加以分析正式問卷，利用敘述性統計，多元階層迴歸分析與變異數分析等來討論所蒐集之結果。
本研究之研究結果顯示，服務便利性與個性確實會導致使用者的持續使用意願增加，而當該產品同時具有相容性與相對優勢且能滿足使用的期望時，便會增加其使用意願。而對於服務便利性來說，決策便利性是影響使用者的持續使用意願最為重要的因素，若是使用者無法在考慮是否使用該聊天機器人的過程中節省其時間或精力，便會降低其慾望，並間接影響到後面的抉擇，而利益便利性也是使用者會多加考慮的因素，雖聊天機器人所帶來的利益無法讓使用者感受到與傳統客服的相容性，但卻具有相對優勢且能滿足使用者之期望。因此，當公司在建立聊天機器人時，可以多加考慮是否具有個性化且是否能帶給使用者服務便利性，尤其是決策便利性與利益便利性。

Due to the rapid growth of the Internet and the increasingly advanced technology, many manual and physical things have been replaced by the Internet and virtual. Chatbots appeared in 1996. Until now, chatbots are widely used and it can also help to search, record things, and even be used as a customer service system. However, what kind of characters will increase users’ continuous usage intention is worth exploring. Therefore, the study proposes that service convenience and personalization, which have not been used in the market of chatbots. The study also combines diffusion of innovation theory and expectation-confirm theory to explore its influence on users' continuous usage intention.
This research is conducted in the form of online questionnaires, and those who have used chatbots before. The questionnaires are divided into two parts: pre-test and formal. The descriptive statistics, multivariate regression analysis and analysis of variance are analyzed by the formal one.
The results of this study show that service convenience and personalization will indeed lead to the user's continuous usage intention. When the chatbot with personalization has both compatibility and comparative advantages and can also meet the expectations, and the continuous usage intention will increase. For service convenience, decision-making convenience is the most important factor which affects the user's intension.

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Fan, H., & Poole, M. S. (2006). What is personalization? Perspectives on the design and implementation of personalization in information systems. Journal of Organizational Computing and Electronic Commerce, 16(3-4), 179-202.
Fang, Y.-H. (2019). An app a day keeps a customer connected: Explicating loyalty to brands and branded applications through the lens of affordance and service-dominant logic. Information & Management, 56(3), 377-391.
Fang, Y. H. (2017). Beyond the usefulness of branded applications: Insights from consumer–brand engagement and self‐construal perspectives. Psychology & Marketing, 34(1), 40-58.
Farquhar, J. D., & Rowley, J. (2009). Convenience: a services perspective. Marketing theory, 9(4), 425-438.
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Greenhalgh, T., Robert, G., Macfarlane, F., Bate, P., & Kyriakidou, O. (2004). Diffusion of innovations in service organizations: systematic review and recommendations. The milbank quarterly, 82(4), 581-629.
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