隨著人工智慧與機器學習技術的發展，聊天機器人廣泛應用於服務產業，並在COVID-19疫情期間加速普及。企業透過虛擬客服提升效率，應用於產品推薦、故障排除和顧客投訴處理等，然而，針對服務失敗情境下，聊天機器人虛擬形象的選擇及溝通風格設計，其對於顧客的影響，目前仍缺乏深入的研究探討。

本研究以刻板印象內容模型(Stereotype Content Model, SCM)探討聊天機器人虛擬形象與溝通風格的一致性對顧客感知的影響，並進一步分析其對補救滿意度、品牌形象、品牌態度、再購意圖及轉換意圖的表現。研究共回收276份有效樣本，並以多變量變異數分析與結構方程模型進行分析驗證。

研究結果部分假說獲得支持。動物形象化身顯著提升能力感知，與原假設方向相反，可能因其視覺新鮮感與正向特質，超出顧客原先預期；社交導向風格則有效提升溫暖感知，但任務導向風格未顯著影響能力感知，推測可能是由於在服務失敗情境下，對話時間較短、回覆節奏快，因此侷限了任務溝通風格展現高階能力。

此外，一致性的效果並未獲得支持，顯示顧客在服務失敗補救情境中，對虛擬形象與溝通風格間的一致性敏感度不高，可能與其認知資源有限或更專注於問題是否被妥善解決有關。

針對行為分析，結果顯示，溫暖與能力感知皆正向影響補救滿意度與品牌形象，並且影響品牌態度與轉換意圖。再購意圖方面，品牌形象是再購意圖的主要驅動因素，補救滿意度則未達顯著水準，這表示，在服務失敗的情境下，僅單靠補救行為難以促成顧客再次光顧，唯有建立深層品牌形象方能提升長期選擇意願。

With the advancement of AI and machine learning, chatbots have been widely adopted in the service industry, especially during the COVID-19 pandemic. Companies use virtual customer service agents to improve operational efficiency in areas such as product recommendations, troubleshooting, and complaint handling. However, the impact of chatbot avatar and communication style on customer perception in service failure contexts remains underexplored.

This study applies the Stereotype Content Model (SCM) to examine how the consistency between chatbot avatar and communication style affects customer perception, and how these perceptions influence recovery satisfaction, brand image, brand attitude, repurchase intention, and switching intention. A total of 276 valid responses were collected and analyzed using multivariate analysis of variance (MANOVA) and structural equation modeling (SEM).

Findings partially support the hypotheses. Animal-like avatars unexpectedly enhanced perceived competence, while social-oriented communication styles significantly improved perceived warmth. The effect of avatar–style consistency was not supported. Warmth and competence perceptions positively influenced recovery satisfaction and brand image, which further affected brand attitude and switching intention. Brand image, rather than recovery satisfaction, was the main driver of repurchase intention, highlighting the importance of building a strong brand image in service recovery efforts.

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