臺灣博碩士論文加值系統

自從Internet開放商業用途以來，電子商務的發展曾經以十倍速成長，尤其消費性電子商務的應用，更是引爆了無限的商機。雖然自從去年底以來，美國網路股巨幅下挫，網路股成為投資人的票房毒藥，造成此現象的原因眾說紛紜，但是不論是何種說法，全球朝著網路化邁進的事實不容抹煞。
傳統的商業交易與服務活動的傳遞方式，通常是藉由人與人(person-to-person)接觸的方式來進行，而網際網路的興起卻形成了一種嶄新的服務傳遞模式，由人際介面的互動轉變為人機介面的互動形式(翁翠鍰，1998)。網路商店經營上所遭遇的主要困境之一，是維持客戶忠誠度與顧客關係的困難，但是網路媒介相對於實體交易環境的劣勢，即在於其顧客支援能力的不足(Stephen and Timothy,1999)，因此若能結合智慧型店員的機制，在電子商務網站中，提供彈性化介面，除了能達到產品介紹、功能諮詢、個人化服務以及線上訂購等現有網路商店功能外，還能提供親切問候、引導購物、引發與確認消費者需求、適時地建議或讚美、不同服務風格、立即回應、雙向議價等傳統店員之附加價值，使線上消費者感受到有如身歷實體商店的購物情境。
本研究以Engel、Blackwell and Kollat(1984)三位學者所提出的消費者決策理論E.K.B.模式來探討消費者在交易過程中的需求，初步提出網路商店上可行的智慧型店員系統架構，希望藉由智慧型店員之開發，自需求之刺激、確認至商品售價之談判，提供消費者一個更便利而順暢的互動購物流程，並以科技接受模型與人機介面之認知有趣性來驗證，網路商店提供此智慧型店員是否對於消費者購物態度與意願有顯著影響，並將研究結果提供給廠商參考，以將實體商店的購物情境建構於網路商店中。
根據本研究以實驗室實驗法收集的資料分析顯示，若網路商店提供智慧型店員服務，將會有助於提升消費者對於網路商店的認知有用性及認知有趣性，而且消費者對於在此網站上購買產品的態度和意願也都會有顯著的提昇。同時也發現，當消費者對於網站的認知有用性提高時，則其對於在此網站購物所持的態度也會更正面，進而提昇其在此網站購物的意願。就認知有趣性而言，當消費者對於網站有高的有趣性時，除了會提昇其對於在此網站購物所持的態度外，也會直接提高消費者在此網站購物的意願。因此若是網路商店的功能設計能在滿足消費者的功能需求之餘兼顧高有趣性，則更能吸引消費者在此網站消費購物。
另外，消費者對於網站提供的智慧型店員的各個功能，在消費者決策過程中的需求確認、資訊搜尋、選擇評估三階段之有用性認知排名都相同，依序為：「會員服務提供功能」、「產品資訊提供功能」、「產品銷售促進功能」、「產品推薦功能」、「店員招呼功能」、「議價功能」。最重要的都是「會員服務提供功能」，再次驗證網站必須對於顧客上網後的活動提供適當幫助與即時的回應，才能讓顧客感受到商家的誠意，進而增進其購物的態度與意願，維持客戶忠誠度與顧客關係。
消費者對於「會員服務提供功能」、「產品資訊提供功能」、「議價功能」、「店員招呼功能」、「產品推薦功能」的有用性評價越高，那麼他對於網站的認知有用性也會越高；對於「議價功能」、「產品推薦功能」、「店員招呼功能」的有用性評價越高，那麼他對於在此網站購物之態度也會越正面。

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 4
第二章 文獻探討 5
第一節 網際網路相關理論 5
第二節 智慧型代理人相關文獻 15
第三節 消費者行為理論 29
第四節 科技接受模型(TAM) 36
第五節 人機介面之有趣性探討 42
第三章 智慧型店員系統架構與功能說明 46
第一節 消費者決策行為與智慧型店員 46
第二節 智慧型店員之系統架構 46
第四章 雛形系統 58
第一節 雛形系統功能模組 58
第二節 系統開發使用技術 58
第三節 雛型系統開發 59
第五章 研究方法 64
第一節 研究架構 64
第二節 實驗變項的定義與操作化 65
第三節 研究假說 67
第四節 研究方法之選擇 68
第五節 實驗設計與實驗系統開發 69
第六節 問卷設計 74
第七節 實驗設計檢驗與問卷修改 77
第八節 統計分析方法 78
第六章 統計分析與討論 80
第一節 問卷信度檢定 80
第二節 人口統計變數與網際網路使用經驗 85
第三節 研究假說檢定 88
第四節 智慧型店員功能對消費者認知有用性與在此網站購物態度的影響 97
第五節 人口統計變數、網路使用經驗與網路購物經驗對認知有用性
、認知有趣性、網站購物的態度與購買意願的影響 103
第六節 假說檢定結果摘要 111
第七章 結論與建議 113
第一節 研究發現與結論 113
第二節 研究限制 116
第三節 研究貢獻 117
第四節 未來研究方向 118
參考文獻 119
附錄一 問卷 127
附錄二 傳統購物網介紹 139

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