{"id":45516,"date":"2025-06-26T18:00:52","date_gmt":"2025-06-26T10:00:52","guid":{"rendered":"https:\/\/case.ntu.edu.tw\/blog\/?p=45516"},"modified":"2025-06-24T14:08:57","modified_gmt":"2025-06-24T06:08:57","slug":"ai%e5%ae%9a%e5%83%b9%e8%88%87%e9%a1%a7%e5%ae%a2%e6%bb%bf%e6%84%8f%e5%ba%a6%ef%bc%9a%e5%9f%ba%e6%96%bcsor%e6%a8%a1%e5%9e%8b%e7%9a%84%e5%88%86%e6%9e%90","status":"publish","type":"post","link":"https:\/\/case.ntu.edu.tw\/blog\/?p=45516","title":{"rendered":"AI\u5b9a\u50f9\u8207\u9867\u5ba2\u6eff\u610f\u5ea6\uff1a\u57fa\u65bcSOR\u6a21\u578b\u7684\u5206\u6790"},"content":{"rendered":"

\u6578\u4f4d\u5275\u65b0\u6539\u8b8a\u4e86\u76ee\u524d\u6d88\u8cbb\u8005\u7684\u8cfc\u7269\u884c\u70ba\u4ee5\u53ca\u5546\u696d\u624b\u6cd5\u7b49\u7b49\uff0c\u8fd1\u671f\u7684\u7814\u7a76\u4e5f\u63d0\u51fa\u4e86\u4f7f\u7528AI\u865b\u64ec\u52a9\u624b\u4f86\u5354\u52a9\u4f01\u696d\u9032\u884c\u500b\u4eba\u5316\u7684\u96fb\u5b50\u5546\u52d9\u696d\u52d9\u7684\u65b9\u6cd5\u3002AI\u52a9\u624b\u80fd\u4ecb\u5165\u54c1\u724c\u8cfc\u8cb7\u7684\u6c7a\u7b56\u7576\u4e2d\uff0c\u5728\u9019\u4e4b\u4e2d\uff0c\u4e0d\u5c11\u7814\u7a76\u900f\u904e\u6f14\u7b97\u6cd5\u7684\u958b\u767c\u3001\u5206\u6790\u8cfc\u8cb7\u6b77\u53f2\u7d00\u9304\u8207\u8cc7\u6599\uff0c\u4ee5\u53ca\u5f9e\u6578\u4f4d\u74b0\u5883\u548c\u6578\u4f4d\u884c\u92b7\u5167\u5bb9\u7b49\u5404\u65b9\u9762\uff0c\u63a2\u8a0eAI\u4ecb\u5165\u7684\u61c9\u7528\u7a0b\u5f0f\u6240\u63d0\u4f9b\u7684\u5275\u65b0\u670d\u52d9\u3002<\/strong><\/span><\/p>\n

\u64b0\u6587\uff5c\u738b\u51a0\u4e91<\/strong><\/p>\n

\"\"
\u4f86\u6e90\uff1aMotionElements<\/figcaption><\/figure>\n

 <\/p>\n

\u6d88\u8cbb\u8005\u884c\u70ba\u8207SOR<\/strong>\u6a21\u5f0f<\/strong><\/span><\/h6>\n

\u5f9e\u6d88\u8cbb\u8005\u9762\u4f86\u770b\uff0cShan\u7b49\u4eba (2025) \u6307\u51fa\uff0c\u76ee\u524d\u7684\u7814\u7a76\u8f03\u5c11\u8457\u58a8\u5728\u57fa\u65bcAI\u63d0\u4f9b\u7684\u500b\u4eba\u5316\u670d\u52d9\u7684\u9867\u5ba2\u6eff\u610f\u5ea6\uff0c\u5728\u4ed6\u5011\u7684\u7814\u7a76\u4e2d\uff0c\u63a2\u8a0e\u4e86AI\u7522\u54c1\u548c\u50f9\u683c\u63a8\u85a6\u7684\u6e96\u78ba\u5ea6\u4e4b\u9593\u7684\u95dc\u4fc2\u3002\u6240\u8b02AI\u63a8\u85a6\u7684\u7522\u54c1\u6e96\u78ba\u5ea6\u4ee5\u53ca\u50f9\u683c\u6e96\u78ba\u5ea6\uff0c\u6307\u7684\u662f\u80fd\u5426\u6210\u529f\u63a8\u85a6\u6d88\u8cbb\u8005\u771f\u7684\u60f3\u8981\u7684\u7522\u54c1\uff0c\u4ee5\u53ca\u80fd\u5426\u6210\u529f\u63d0\u4f9b\u6d88\u8cbb\u8005\u771f\u7684\u9858\u610f\u4ed8\u7684\u50f9\u683c\u3002<\/p>\n

\u70ba\u4e86\u63a2\u7d22\u76f8\u95dc\u8b70\u984c\uff0cShan\u7b49\u4eba (2025) \u57fa\u65bc\u300c\u523a\u6fc0-\u6709\u6a5f\u9ad4-\u53cd\u61c9 (stimulus organism-response, S-O-R)\u300d\u7406\u8ad6\uff0c\u63a2\u8a0e\u50f9\u683c\u3001\u500b\u4eba\u5316\u670d\u52d9\u6eff\u610f\u5ea6\u3001\u54c1\u724c\u654f\u611f\u5ea6\u4ee5\u53caAI\u4fe1\u4efb\u5ea6\u7b49\u4e4b\u9593\u7684\u95dc\u4fc2\u3002\u300cS-O-R\u300d\u7406\u8ad6\u662f\u4e00\u500b\u6d88\u8cbb\u8005\u5fc3\u7406\u5b78\u7684\u7406\u8ad6\uff0c\u7c21\u55ae\u800c\u8a00\uff0c\u5728\u63a2\u8a0e\u5916\u5728\u523a\u6fc0\u5c0d\u65bc\u6d88\u8cbb\u8005\u5fc3\u7406\u7684\u8a8d\u77e5\u72c0\u614b\u4ee5\u53ca\u60c5\u611f\u72c0\u614b\u7684\u5f71\u97ff\u3002\u5728\u7814\u7a76\u4e2d\uff0c\u523a\u6fc0 (stimulus) \u6307\u7684\u662f\u300c\u7522\u54c1\u300d\u4ee5\u53ca\u300c\u50f9\u683c\u300d\uff0c\u800c\u6709\u6a5f\u9ad4 (organism) \u5247\u662f\u9867\u5ba2\u5c0d\u65bc\u500b\u4eba\u5316\u670d\u52d9\u7684\u6eff\u610f\u5ea6\u7684\u8a55\u50f9\uff0c\u53cd\u61c9 (response) \u5247\u662f\u6d88\u8cbb\u8005\u5c0d\u65bcAI\u500b\u4eba\u5316\u670d\u52d9\u7684\u4fe1\u4efb\u610f\u9858\u3002\u5728\u9019\u6a23\u7684\u67b6\u69cb\u4e2d\uff0c\u6211\u5011\u53ef\u4ee5\u7406\u89e3\u6210\u50f9\u683c\u548c\u7522\u54c1\u7684\u6e96\u78ba\u5ea6\u9019\u6a23\u523a\u6fc0\uff0c\u7d93\u904e\u4e86AI\u500b\u4eba\u5316\u670d\u52d9\u7684\u4fe1\u4efb\u9019\u500b\u6709\u6a5f\u9ad4\u6a5f\u5236\u7684\u8655\u7406\u4e4b\u5f8c\uff0c\u6703\u5f62\u6210\u4ec0\u9ebc\u6a23\u7684\u6eff\u610f\u5ea6\u7684\u7d50\u679c\u53cd\u61c9\u3002<\/p>\n

Shan\u7b49\u4eba (2025) \u9078\u64c7\u4e86\u4ee5\u300c\u6dd8\u5bf6\u300d\u8cfc\u7269\u5e73\u81fa\u4f5c\u70ba\u7814\u7a76\u5c0d\u8c61\uff0c\u56e0\u70ba\u4ed6\u5011\u5df2\u7d93\u5c0e\u5165\u4e86\u57fa\u65bcAI\u7684\u63a8\u85a6\u7cfb\u7d71\uff0c\u800c\u63a8\u85a6\u7cfb\u7d71\u6703\u6839\u64da\u6d88\u8cbb\u8005\u904e\u5f80\u7684\u6d88\u8cbb\u7d00\u9304\u9032\u884c\u63a8\u85a6\uff0c\u7814\u7a76\u8cc7\u6599\u900f\u904e\u6dd8\u5bf6\u7684\u7db2\u8def\u4f7f\u7528\u8005\u4f86\u6536\u96c6\uff0c\u7e3d\u8a08\u6709446\u4f4d\u7537\u6027\u6a23\u672c\u4ee5\u53ca298\u4f4d\u5973\u6027\u6a23\u672c\uff0c\u6536\u96c6\u9805\u76ee\u5305\u542b\u4ed6\u5011\u7684\u57fa\u672c\u8cc7\u6599\u3001\u8cfc\u7269\u983b\u7387\u7b49\u3002\u53e6\u5916\uff0c\u4e5f\u4f7f\u7528\u554f\u5377\u8abf\u67e5\u7684\u65b9\u5f0f\uff0c\u6536\u96c6\u4e86\u95dc\u65bc\u50f9\u683c\u3001\u54c1\u724c\u654f\u611f\u5ea6\u3001\u500b\u4eba\u5316\u670d\u52d9\u6eff\u610f\u5ea6\u7b49\u7b49\u9805\u76ee\u7684\u554f\u984c\u3002<\/p>\n

 <\/p>\n

AI<\/strong>\u63a8\u85a6\u8207\u50f9\u683c<\/strong><\/span><\/h6>\n

\u7814\u7a76\u767c\u73fe\uff0c\u96d6\u7136AI\u50f9\u683c\u548c\u7522\u54c1\u63a8\u85a6\u7684\u6e96\u78ba\u5ea6\u6703\u5f71\u97ff\u6d88\u8cbb\u8005\u7684\u6eff\u610f\u5ea6\uff0c\u4f46\u4e3b\u8981\u9084\u662f\u7531\u50f9\u683c\u4e3b\u5c0e\u4e86\u6d88\u8cbb\u8005\u7684\u6eff\u610f\u7a0b\u5ea6\uff0c\u9019\u6a23\u7684\u7814\u7a76\u7d50\u679c\u4e5f\u8b49\u5be6\u4e86AI\u63a8\u85a6\u7684\u6e96\u78ba\u5ea6\u4ee5\u9577\u9060\u7684\u89d2\u5ea6\u4f86\u770b\uff0c\u78ba\u5be6\u6703\u5f71\u97ff\u6d88\u8cbb\u8005\u7684\u6eff\u610f\u5ea6\u3002<\/p>\n

\u53e6\u5916\uff0c\u7576\u6d88\u8cbb\u8005\u4f9d\u8cf4AI\u63a8\u85a6\u7522\u54c1\u7684\u6642\u5019\uff0c\u500b\u4eba\u5316\u670d\u52d9\u7684\u6eff\u610f\u5ea6\u4e5f\u6703\u8abf\u7bc0\u4e86\u5c0dAI\u7684\u4fe1\u4efb\u5ea6\u4ee5\u53ca\u7522\u54c1\u7684\u6e96\u78ba\u5ea6\uff0c\u4e5f\u5c31\u662f\u8aaa\uff0c\u91dd\u5c0d\u4f7f\u7528AI\u63a8\u85a6\u7cfb\u7d71\u7684\u4f01\u696d\u800c\u8a00\uff0c\u63a8\u51fa\u4e00\u500b\u503c\u5f97\u4fe1\u8cf4\u7684AI\u670d\u52d9\u662f\u76f8\u7576\u91cd\u8981\u7684\uff0c\u800c\u9019\u4e5f\u727d\u6d89\u5230\u4e86\u6d88\u8cbb\u8005\u7684\u79d1\u6280\u63a5\u53d7\u5ea6\u3002<\/p>\n

Shan\u7b49\u4eba (2025) \u6307\u51fa\uff0c\u5c0d\u65bc\u4f01\u696d\u800c\u8a00\uff0c\u4e0d\u53ea\u662f\u8cc7\u8a0a\u7cfb\u7d71\u7684\u6295\u8cc7\uff0c\u91dd\u5c0d\u96fb\u5b50\u5546\u52d9\u7684AI\u63a8\u85a6\u7cfb\u7d71\uff0c\u5f9e\u8a72\u7814\u7a76\u7d50\u679c\u4f86\u770b\uff0c\u5c0d\u65bc\u63d0\u5347\u9867\u5ba2\u95dc\u4fc2\u800c\u8a00\u63d0\u4f9b\u4e86\u91cd\u8981\u7684\u8b49\u64da\u3002\u800c\u70ba\u4e86\u63d0\u5347\u6d88\u8cbb\u8005\u7684\u4fe1\u4efb\uff0c\u52a0\u5f37AI\u63a8\u85a6\u7cfb\u7d71\u7684\u900f\u660e\u5ea6\uff0c\u63d0\u4f9b\u76f8\u95dc\u7684\u6559\u80b2\u8a13\u7df4\u6216\u63a8\u5ee3\uff0c\u4e5f\u80fd\u5e6b\u52a9\u5efa\u7acb\u9867\u5ba2\u7684\u4fe1\u4efb\u7a0b\u5ea6\u3002\u4ee5\u5b78\u7406\u800c\u8a00\uff0c\u9019\u7bc7\u7814\u7a76\u63d0\u4f9b\u4e86\u5728\u5404\u7a2e\u670d\u52d9\u90fd\u88abAI\u5f37\u5316\u4e86\u7684\u4eca\u65e5\uff0c\u96fb\u5b50\u5546\u52d9\u7684\u9867\u5ba2\u6eff\u610f\u5ea6\u4ee5\u53caAI\u63a8\u85a6\u7cfb\u7d71\u4e4b\u9593\u7684\u95dc\u4fc2\u3002\u800c\u4e14\u57fa\u65bcSOR\u6a21\u5f0f\u9032\u884c\u5206\u6790\uff0c\u4e5f\u5c07\u904e\u5f80\u57fa\u65bcSOR\u6a21\u5f0f\u6240\u9032\u884c\u7684\u6d88\u8cbb\u8005\u7814\u7a76\u8f49\u79fb\u5230\u4eca\u65e5\u5177\u6709AI\u500b\u4eba\u5316\u670d\u52d9\u7684\u5546\u696d\u5e02\u5834\u4e2d\u9032\u884c\u4e86\u9a57\u8b49\u3002<\/p>\n

 <\/p>\n

\u65b0\u8208\u670d\u52d9\u8207SOR<\/strong>\u6a21\u578b<\/strong><\/span><\/h6>\n

Shan\u7b49\u4eba (2025) \u4e5f\u63d0\u9192\uff0c\u5118\u7ba1\u4ed6\u5011\u7528\u4e86\u4e00\u500b\u5f88\u9f90\u5927\u7684\u96fb\u5b50\u5546\u52d9\u5e73\u81fa\u9032\u884c\u7814\u7a76\uff0c\u4f46\u4ecd\u7136\u6709\u5176\u4ed6\u5927\u578b\u7684\u96fb\u5b50\u5546\u52d9\u670d\u52d9\uff0c\u4f8b\u5982Amazon\u3001eBay\u7b49\uff0c\u5728\u4e0d\u540c\u7684\u5927\u578b\u5546\u696d\u8cc7\u6599\u5eab\u4e2d\uff0c\u53ef\u80fd\u4e5f\u6703\u6709\u4e0d\u540c\u7684\u6d88\u8cbb\u8005\u7279\u6027\uff0c\u5728\u9069\u7528\u6027\u7684\u63a8\u8ad6\u4e0a\u4ecd\u9808\u6ce8\u610f\uff0c\u800c\u5176\u4ed6\u5f8c\u7e8c\u7684\u672a\u4f86\u7814\u7a76\uff0c\u4e5f\u61c9\u64f4\u5c55\u5230\u4e0d\u540c\u7684\u6d88\u8cbb\u5e02\u5834\u7684\u5ee3\u5927\u96fb\u5b50\u5546\u52d9\uff0c\u4ee5\u4e86\u89e3AI\u5c0e\u5165\u96fb\u5b50\u5546\u52d9\u670d\u52d9\u4e4b\u5f8c\u7684\u6210\u6548\u3002<\/p>\n

\u53e6\u4e00\u65b9\u9762\uff0c\u95dc\u65bc\u65b0\u8208\u670d\u52d9\u4ee5\u53caSOR\u6a21\u5f0f\u7684\u61c9\u7528\uff0cWu\u7b49\u4eba (2024) \u91dd\u5c0d\u81fa\u7063\u65b0\u8208\u7684\u7db2\u8def\u9280\u884c\u4e5f\u5957\u7528\u4e86SOR\u6a21\u5f0f\u5206\u6790\u7db2\u9280\u670d\u52d9\u7684\u7522\u54c1\u53ca\u670d\u52d9\u5167\u5bb9\u4ee5\u53ca\u7522\u54c1\u5fe0\u8aa0\u5ea6\u9032\u884c\u4e86\u554f\u5377\u8abf\u67e5\uff0c\u5176\u4e2d\uff0c\u300c\u529f\u80fd\u6027\u300d\u4ee5\u53ca\u300c\u6e9d\u901a\u300d\u662f\u6d88\u8cbb\u8005\u6240\u770b\u91cd\u7684\u50f9\u503c\u3002Liang\u7b49\u4eba (2025) \u57fa\u65bcSOR\u6a21\u5f0f\u63a2\u8a0e\u4e86\u7db2\u8def\u8a55\u8ad6\u548c\u8cfc\u8cb7\u610f\u9858\u4e4b\u9593\u7684\u95dc\u4fc2\uff0c\u800c\u5728\u7814\u7a76\u7576\u4e2d\uff0c\u4e5f\u6307\u51fa\u82e5\u63d0\u5347\u4e86\u7db2\u8def\u8a55\u8ad6\u7684\u4fe1\u4efb\u5ea6\uff0c\u751a\u81f3\u662f\u7db2\u8def\u5e73\u81fa\u672c\u8eab\u7684\u53ef\u4fe1\u5ea6\uff0c\u4e5f\u80fd\u63d0\u5347\u8cfc\u8cb7\u610f\u9858\u3002\u5728\u9019\u4e9b\u4f7f\u7528SOR\u6a21\u578b\u5206\u6790\u4e26\u4e14\u63a2\u8a0e\u76ee\u524d\u96fb\u5b50\u5546\u52d9\u3001\u65b0\u8208\u7db2\u8def\u670d\u52d9\u7b49\u6d88\u8cbb\u5e02\u5834\u7684\u7814\u7a76\u4e2d\uff0c\u90fd\u4e0d\u7d04\u800c\u540c\u5730\u6307\u51fa\u4e86\u95dc\u65bc\u670d\u52d9\u4ee5\u53ca\u5e73\u81fa\u7684\u53ef\u4fe1\u5ea6\uff0c\u5c0d\u65bc\u6700\u7d42\u6d88\u8cbb\u8005\u5c0d\u65bc\u54c1\u724c\u7684\u611f\u53d7\u5ea6\u4ee5\u53ca\u8cfc\u8cb7\u610f\u9858\u662f\u76f8\u7576\u5177\u6709\u5f71\u97ff\u529b\u7684\u3002<\/p>\n

 <\/p>\n

\n

\u53c3\u8003\u6587\u737b<\/strong><\/p>\n

    \n
  1. Shan, Y., Li, R.Y.M. The impact of AI recommendation\u2019s price and product accuracy on customer satisfaction: SEM-SOR theoretical approach. Curr Psychol (2025).<\/a><\/li>\n
  2. Wu, QZ., Lien, YL., Tang, HH., Lai, M.T. (2024). Enhancing Customer Loyalty in Pure Internet Banking: An Analysis of Experience and NPS Shifts Using S-O-R Theory. In: Antona, M., Stephanidis, C. (eds) Universal Access in Human-Computer Interaction. HCII 2024. Lecture Notes in Computer Science<\/em>, vol 14697. Springer, Cham.<\/a><\/li>\n
  3. Liang, W.-Y., Huang, C.-C., Tseng, T.-L.(B). and Chen, J.-C. (2025), \"The impact of mandatory disclosure on rewarding online reviews based on S-O-R theory\", Asia Pacific Journal of Marketing and Logistics<\/em>, Vol. ahead-of-print No. ahead-of-print.<\/a><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

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