語音助理提供預訂服務已經日漸普遍。如同人員服務，語音助理發生服務失誤是不可避免之情境。本論文探討語言助理的幽默是否可以化解服務失誤帶來的負面效應。筆者預測與語音助理在流程失誤或者結果失誤展現幽默都可能增加消費者於失誤後仍再次使用的意願，但是結果失誤時的幽默感呈現如果發生在已經使用幽默於過程失誤時，其成效會比較差。本研究透過一項2x2的受測者間設計之實驗，蒐集143位實驗參與之資料進行假說檢測。結果分析顯示幽默在語音助理回應服務失敗的結果時，對使用者的行為意圖有正向影響，幽默回應服務失誤的流程時僅有接近顯著影響。而幽默在僅使用於回應服務失敗結果時的效果幾乎和同時使用於回應服務失誤與服務失敗結果的效果相當，可能是幽默的回應減緩了服務失敗的嚴重性，以至於讓使用者願意再次使用或分享給他人。此外，我們也發現持正面印象的使用者對語音助理的表現有較高的期待，使得使用者對語音助理的印象會對使用者的感知享受與行為意圖產生負面影響。總結來說，我們認為語音助理僅需要在服務失敗發生於服務結果時表現出幽默的回應即可。

Booking service provided by voice assistant is become popular nowadays. Similar to service encounter, service failure by voice assistant is inevitable and could induce customer frustration and reduce their reuse intention. This thesis aims to examine whether humor by voice assistant could mitigate the negative impact of service failure. I hypothesize that humor displayed by voice assistant, during service failure for process and outcome should both increase consumers’ intention to use the service, while exhibiting humor at both touch points of service failure may decrease the effects of humor after service failure outcome. A 2 x 2 between-subject designed experiment was conducted to test the hypotheses and 143 subjects were randomly assigned to one of the conditions. The result shows that the humorous response in outcome has a significant positive effect on behavioral intention, while humor after failure in service process only produce marginally significant effect. The effect of humorous response only in outcome is almost equivalent to the effect of humorous response in both process and outcome. We conclude that the use of humor in outcome makes the message about service failed less serious. Moreover, we also find that people’s impression to voice assistant would influence the evaluation of the service. People who have a positive impression would impact their perceived enjoyment and behavioral intention negatively because of higher anticipation. In summary, our study gives a suggestion that if the service failure occurs, voice assistant’s humor is more effective in reducing the negative impact primarily when it is delivered after the occurrence of service outcome failure.

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