The Influence of Message Direction on Attribute Benefit and Purchase Intention is Applied to the Logical Design of AI Chatbot
碩士 === 東海大學 === 餐旅管理學系 === 107 === 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 v...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/pr38rx |