臺灣博碩士論文加值系統

　　本研究旨在研究人工智能 (AI) 對在線購物領域客戶購買意願滿意度的影響。在當今世界，互聯網影響著我們社會商業，政府，教育和私人生活的方方面面，它帶來了不斷發展的新技術，以便為全世界提供更好，更快的服務。隨著技術和數字化轉型的快速發展，企業爭相將人工智能融入幾乎每個垂直領域，無論是提高客戶滿意度還是業務運營等。在線購物中的人工智能已被用於預測用戶行為以智能化產品建議。人工智能真的很強大，並且發展迅速，並已被用於零售，教育，銀行，製造，農業，醫療保健等不同行業。該公司是一家強大的跨國電子商務零售商，使用人工智能進行在線購物。 AI 根據消費者在 AI 的支持下在線購物時獲得更多體驗和期望的方式有效地運營在線業務。在線購物正在成為一種關鍵的商業策略，在線市場競爭異常激烈，為客戶提供了眾多的購物選擇。本研究的目的是確定影響客戶滿意度的因素，例如服務 AI，AI 數據質量和 Web 質量。此外，還將確定信任在客戶滿意度和購買意願之間的中介作用。本研究採用定量方法進行調查問卷。結構化調查在線問卷是本研究的主要數據。從這項研究的結果可以看出，人工智能正在幫助組織增加商機，並幫助組織在組織環境中實現更高的客戶滿意度。這些發現為消費者服務文獻提供了新的見解，並對商業從業者俱有重要意義。

　　This research aimed to study the influence of Artificial Intelligence (AI) on Customer Satisfaction toward Purchase Intention in the field of online shopping. In today’s world, the Internet impacts on every aspect of our society business, government, education, and private life which brings new technologies that are evolving to communicate with better and faster service to the entire world. With the rapidly growth of technology and digital transformation, businesses are rushing to integrate AI in almost each single vertical sector, whether to enhance their customer satisfaction levels or their business operations, etc. AI in online shopping have been used for predicting user behavior to intelligent product suggestions. AI is really powerful and grown substantially and has been used in different industries such as retail, education, banking, manufacturing, agriculture, healthcare, and more. The business is a powerful multinational e-commerce retailer, who uses AI for online shopping. AI effectively operate an online business based on the way consumers have gained greater experience and expectations when shopping online with AI's support. Online shopping is becoming a key business tactic and the online market is incredibly competitive, offering customers numerous shopping options. The objective of this study is to determine factors that have influence on Customer Satisfaction such as Service AI, AI Data Quality, and Website Quality. In addition, mediating effect of Trust between customer satisfaction and purchase intention will be determined as well. This study conducted using the quantitative method of doing a survey questionnaire. A structured survey online questionnaire is the primary data for this study. From the results of this study, it could be evident that AI is helping organizations boost their business opportunities and also helping organizations enable more customer satisfaction in the organizational context. These findings provide new insights into the consumer services literature and have important implications for business practitioners.

TABLE OF CONTENT
準碩士推薦函 I
ACKNOWLEDGEMENT II
論文摘要內容 III
ABSTRACT IV
TABLE OF CONTENT VI
LIST OF TABLES X
LIST OF FIGURES XI
CHAPTER ONE 1
INTRODUCTION 1
1.1 Research Background and Research Motivation 1
1.2 Research Objective 5
1.3 The Procedure and Research Structure 5
CHAPTER TWO 9
LITERATURE REVIEW 9
2.1 Introduction 9
2.2 Theoretical Background 9
2.2.1 Online Shopping 9
2.2.2 AI Data Quality 11
2.2.3 Service AI 12
2.2.4 Website Quality 14
2.2.5 Trust 15
2.2.6 Customer Satisfaction 16
2.2.7 Purchase Intention 17
2.3 Research Hypothesis 18
2.3.1 The relationship between AI Data Quality and Service AI 18
2.3.2 The relationship between AI Data Quality and Customer Satisfaction 18
2.3.3 The relationship between Service AI and Customer Satisfaction 19
2.3.4 The relationship between Website Quality and Customer Satisfaction 20
2.3.5 The relationship between Customer Satisfaction and Purchase Intention 20
2.3.6 The relationship between Customer Satisfaction and Trust 21
2.3.7 The relationship between Trust and Purchase Intention 21
2.3.8 The Mediating Effect of Service AI between AI Data Quality and Customer Satisfaction 22
2.3.9 The Mediating Effect of Trust between Customer Satisfaction and Purchase Intention 23
CHAPTER THREE 25
RESEARCH METHODOLOGY 25
3.1 Research Model 25
3.2 Instrument 26
3.3 Construct Measurement 27
3.4 Questionnaire of the construct 27
3.4.1 AI Data Quality 27
3.4.2 Service AI 28
3.4.3 Website Quality 28
3.4.4 Trust 29
3.4.5 Customer Satisfaction 30
3.4.6 Purchase Intention 30
3.4.7 Demographics 31
3.5 Translation 31
3.6 Sampling and Data Collection 31
3.7 Data Analysis Procedure 32
3.7.1 Descriptive Statistic Analysis 32
3.7.2 Factor Loading & Reliability Test 33
3.7.3 Independent Sample T-Test 33
3.7.4 One Way Analysis of Variance (ANOVA) 34
3.7.5 Regression Analysis 34
3.7.6 PLS-SEM 34
CHAPTER FOUR 37
RESEARCH RESULT 37
4.1 Descriptive Analysis 37
4.1.1 Characteristic of the Respondents 37
4.1.2 Research Variables Results Measurement 39
4.2 Factor Analysis and Reliability Test 41
4.2.1 Factor Analysis of AI Data Quality Results 42
4.2.2 Factor Analysis of Service AI Results 43
4.2.3 Factor Analysis of Website Quality Results 44
4.2.4 Factor Analysis of Customer Satisfaction Results 45
4.2.5 Factor Analysis of Trust Results 45
4.2.6 Factor Analysis of Purchase Intention Results 46
4.3 Independent Sample t-test results 47
4.4 One Way Analysis of Variance (ANOVA) Results 48
4.4.1 The Comparison of Age Group Level Among the Constructs 48
4.4.2 The Comparison of Education Group Level Among the Constructs 50
4.4.3 The Comparison of Frequency Purchase Online Among the Constructs 52
4.5 The Relationship of the Research Constructs 53
4.5.1 The Correlation Between each Construct Results 54
4.5.2 Regression Analysis Results 55
4.5.2.1 The influence factor(s) on Service AI and Customer Satisfaction 55
4.5.2.2 The influence factor(s) on Trust and Purchase Intention 58
4.5.3 PLS-SEM Results 59
4.5.3.1 Evaluation of Measurement Model Results 59
4.5.3.2 Evaluation of Structural Model Results 62
4.5.3.3 Testing the Mediating Effect of Service AI between AI Data Quality and Customer Satisfaction 64
4.5.3.4 Testing the Mediating Effect of Trust between Customer Satisfaction and Purchase Intention 65
CHAPTER FIVE 67
CONCLUSION 67
5.1 Conclusions 67
5.1.1 Hypothesis Snippet 67
5.1.2 The Conclusion of Research Objectives 69
5.2 Discussion and Implications 70
5.3 Limitations and Research Directions 72
REFERENCES 74
APPENDIX QUESTIONNAIRE 89
LIST OF TABLES
Table 4-1 Characteristic of respondents 38
Table 4-2 The descriptive statistics of the questionnaire items 39
Table 4-2 The descriptive statistics of the questionnaire items (continue) 40
Table 4-2 The descriptive statistics of the questionnaire items (continue) 41
Table 4-3 The results of factor analysis and reliability for AI Data Quality 43
Table 4-4 The results of factor analysis and reliability for Service AI 44
Table 4-5 The results of factor analysis and reliability for Website Quality 44
Table 4-6 The results of factor analysis and reliability for Customer Satisfaction 45
Table 4-7 The results of factor analysis and reliability for Trust 46
Table 4-8 The results of factor analysis and reliability for Purchase Intention 47
Table 4-9 The results of t-test comparison of each construct scores by gender 48
Table 4-10 Results of Age Comparison Among the Constructs 50
Table 4-11 The Comparison of Education Among the Constructs Results 51
Table 4-12 The comparison of Frequency Purchase Online group among the constructs results 53
Table 4-13 Results of the correlation between each construct 54
Table 4-14 Results of influence factor(s) on Service AI and Customer Satisfaction 57
Table 4-15 Results of influence factor(s) on Trust and Purchasing Intention 59
Table 4-16 Evaluation of the Measurement Model Result 61
Table 4-17 Discriminant validity of Alternative Model 61
Table 4-18 Results of HTMT discriminant validity testing 62
Table 4-19 Results of the direct effects 63
Table 4-20 Results Testing for Mediation of Service AI 65
Table 4-21 Results Testing for Mediation of Trust 66
Table 5-1 Summary of Research Hypotheses 67
LIST OF FIGURES
Figure 1-1 Research procedures 7
Figure 3-1 Research Model 25
Figure 3-2 The example of a single mediator model 35
Figure 3-3 The Mediation Measurement Procedure 36
Figure 4-1 The parametric estimate (β) value of Structure Model 60
Figure 4-2 The Mediating Effect of Service AI between AI Data Quality and Customer Satisfaction 64
Figure 4-3 The Mediating Effect of Trust between Customer Satisfaction and Purchase Intention 65

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