運用聊天機器人與使用者互動溝通是目前醫療衛生單位在社群媒體進行健康資訊傳播的媒介趨勢，除了能夠讓閱聽人主動地接收與篩選資訊內容，閱聽人也能與聊天機器人平台的對話過程中，藉由互動點擊與選擇加深他們對於資訊內容的記憶。

因此，本研究以健康傳播為資訊內容的題材，為了解在聊天機器人平台的對話脈絡下，不同的資訊呈現形式與互動性差異對於閱聽人閱讀理解與認知負荷的影響，以及閱聽人認知負荷與閱讀理解之間的關係，其中，以目前常見於聊天機器人平台上應用的「純文字」與「資訊圖像」兩者，作為本研究之「不同資訊呈現形式」的變項；以閱聽人執行單一路徑點擊的「反應式」對話與多重路徑點選的「主動式」對話，作為本研究用於聊天機器人平台之「互動性差異」的變項。並以上述變項設計製作四種聊天機器人實驗樣本，依變項則為閱聽人的「閱讀理解」與「認知負荷」。本研究採受試者間設計於線上發放問卷，分別蒐集4種樣本各70人次的問卷調查結果（四種實驗樣本共280份），比較觀看四種不同實驗樣本的受測者，在健康資訊內容的閱讀理解與認知負荷上的差異。

研究結果顯示：(1)當閱聽人與聊天機器人進行「主動式」對話時，觀看「資訊圖像」形式之閱讀理解成效高於「純文字」形式；(2)當閱聽人在聊天機器人中觀看「資訊圖像」內容，進行「主動式」對話的閱讀理解成效高於「反應式」對話；(3)閱聽人觀看「純文字」形式的資訊內容，其認知負荷會高於觀看「資訊圖像」形式；而閱聽人與聊天機器人進行「反應式」對話的認知負荷則會高於進行「主動式」對話；(4)在聊天機器人平台的對話脈絡下，閱聽人的認知負荷不會影響閱讀理解。

It is a trend for many medical and health institutions uses chatbots as a carrier of health communication on social media. In addition to allowing readers to receive and filter information content actively, readers also strengthen their memory on specific information through actively clicking and choosing specific content during the dialogue with chatbot.

Therefore, this study uses health communication as the subject of information content. To understand the impact of different information presentation styles and interactivity on reader’s reading comprehension and cognitive load under the dialogue context of chatbot platform, and the relationship between reader’s cognitive load and reading comprehension, the study manipulates “text-only” and “infographics” which are commonly used on chatbot platform as the variable of “information presentation styles difference”; and the “reactive” dialogue of single path click and the “proactive” dialogue of multi-path click are used as the variables of the “interactive methods difference”. Based on the above variables, four kinds of chatbot experimental samples are designed and developed. The dependent variables are reader’s “reading comprehension” and “cognitive load” on dialoguing with the four kinds of experimental samples. This study used between-subjects design to carry out the online questionnaires, and collected the results of the questionnaire survey, 4 samples with 70 subjects each (280 survey results were collected). Finally, the study compared the differences of the reading comprehension and the cognitive load on the health information between the subjects respectively watched four kinds of experimental samples.

The findings of the study are: (1)While the reader is having a “proactive” dialogue with chatbot, the reading comprehension on watching “infographics” style is better than that on watching “text-only” style; (2)While the reader is watching the content with “infographics” style in the chatbot, the reading comprehension on “proactive” dialogue is higher than that on “reactive” dialogue; (3)The cognitive load of the readers viewing the information content with “text-only” style is higher than that with “infographics” style; and the cognitive load of the readers having a “reactive” dialogue with the chatbot is higher than that of “proactive” dialogue; (4)Under the chatbot dialogue context, the cognitive load of readers will not affect their reading comprehension.

謝辭 I
摘要 III
Abstract IV
目次 VI
表次 VIII
圖次 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究流程與步驟 3
第四節 研究範圍與限制 5
第二章 文獻探討 6
第一節 資訊呈現形式 6
第二節 互動性 16
第三節 各平台資訊呈現形式與互動性之案例 17
第四節 閱聽人資訊接收 22
第五節 小結 30
第三章 研究方法 32
第一節 研究設計 32
第二節 正式實驗流程 47
第三節 資料分析工具 48
第四章 研究結果與討論 50
第一節 受測者資料分布與量表信度檢測 50
第二節 研究問題與假設檢驗 51
第三節 開放式問題分析 61
第四節 綜合討論 73
第五章 研究結論與建議 78
第一節 研究結論 78
第二節 未來研究建議 79
參考文獻 81
附錄一 專家訪談逐字稿 90
附錄二 專家評估逐字稿 92
附錄三 完整資訊內容文本 96
附錄四 完整實驗樣本 99
附錄五 焦點團體討論逐字稿 114
附錄六 正式實驗問卷 120

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