自1988年以來，聊天機器人的相關創新開始蓬勃發展，其中，聊天機器人被廣泛應用於處理線上客戶服務，其被視為維繫顧客關係的工具之一。然而，在一份全球調查報告中顯示只有34%的用戶願意接受線上零售業提供的聊天機器人客服服務，有研究表明針對此類對於創新的態度，國家文化是其中一個影響因素，因此，有必要對於此一現象進行更深入的探討，找出在不同文化之下，抵制聊天機器人使用的主要因素之異同。
本研究基於創新抵制理論發展出研究架構並以多元迴歸模型檢驗不同國家文化之下創新抵制的來源因素差異，以台灣與德國作為研究對象，採用線上問卷的方式分別蒐集182與122個樣本，發放問卷時間為2019年9月25日至2019年10月11日。
迴歸模型的實證結果顯示，使用障礙和傳統障礙是台灣人不採用聊天機器人客服的主要因素，這意味著聊天機器人的操作過程應該設計得更簡單以減少使用障礙。另一方面，使用障礙、傳統障礙和形象障礙是德國人不接受聊天機器人的主要因素。相比之下，德國人更在意聊天機器人的正面形象。

Since 1988, the relevant innovations on chatbots have started boomingly. Chatbots are most widely used to handle online customer service and are seen as one of the tools for maintaining customer relationships. However, there are only 34% of users are comfortable to receive customer service from chatbots in online retail. Furthermore, some researches indicated that the national culture is one of the influences on the attitude toward innovation. Therefore, it is necessary to do deeper research on this phenomenon to find out the main reason which causes resistance to chatbots.
This study constructs a multiple linear regression model to examine the influent factors of innovation resistance under different national cultures. Taiwan and Germany are selected as the research objectives which with data for 182 and 122 samples, respectively. The period of the survey is from 25 Sep. 2019 to 11 Oct. 2019.
The empirical results of the regression model revealed that the usage barriers and traditional barriers are the factors that Taiwanese concerned about to not adopt chatbots customer service. This means the process of using chatbots should be designed more simply to reduce the adoption barrier. On the other hand, the usage barriers, traditional barrier and image barriers are the main factors for German to consider not to accept chatbots. By contrast, the positive image of chatbots is the point that German more cares about.

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