社群平台上的聊天機器人使用介面，在數位廣告領域中，是新穎且具有發展潛力的行銷管道，可淡化在其他個人化廣告的隱私問題，並且建立與消費者更貼近的溝通式行銷。
本研究透過情境設計方式，發放網路問卷，受訪者為具有聊天機器人廣告使用經驗、且年齡以20~40歲為主的社群平台使用者，探究其在接收聊天機器人所投放的個人化購買廣告內容時的知覺體驗。
研究共回收403份有效問卷，以迴歸分析進行假說驗證，研究結果發現，廣告內容的知覺有用性與知覺幫助性，在具象化程度不同的聊天機器人廣告界面中，皆與知覺侵入性有負向關係；廣告訊息接受度在知覺侵入性與購買意願之間，則有部分中介的效果；而調節作用之驗證結果，以非具象化與具象化聊天機器人所得之迴歸係數，繪製出方程式圖形，結果呈現交叉線，因此具象化程度在使用者的訊息接受度與購買意願之間，具有顯著的調節效果。
最後，本研究亦提出學術與實務方面的貢獻，以及未來研究建議。

The user interface of the chatbots on the social platform is a novel and promising to market channel in the field of digital advertising, which can dilute the privacy issues in other personalized advertisements and establish communication marketing that is closer to consumers.
In this study, we distributed online questionnaires through contextual design. Respondents were social platform users that had experience in using chatbots advertisements and were mainly aged 20~40 years old, and explored the personalization they put on receiving chatbots.
A total of 403 valid questionnaires were collected, and the Regression was used to verify the hypothesis. The results of the study found that the perceived usefulness and perceived helpfulness of advertising content are negatively related to perceived intrusiveness in chatbots advertising interfaces with different levels of concreteness. The acceptance of advertising information is between perceived intrusiveness and purchase intention, and there is a partial intermediary effect; and the verification result in / from the adjustment effect, the regression coefficient obtained by the non-concretized and concretized chat robots is used to draw the equation graph and the result is presented the cross line, therefore, the degree of visualization has a significant adjustment effect between the user's message acceptance and purchase intention.
Finally, this research also proposes academic and practical contributions, as well as future research recommendations.

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