消費者對購物網站文字型智能客服系統之知覺與使用態度暨持續使用意向

Chaoyang University of Technology Institutional Repository > 管理學院 > 企業管理系 > 博碩士論文 > Item 310901800/36934

Please use this identifier to cite or link to this item: http://ir.lib.cyut.edu.tw:8080/handle/310901800/36934

Title:	消費者對購物網站文字型智能客服系統之知覺與使用態度暨持續使用意向 The Consumer’s Perception, Attitude and Continuous Behavioral Intention to Use the Text-based Intelligent Customer Service System on Online Shopping Websites
Authors:	高靖茹 KAO, CHING-JU
Contributors:	企業管理系周中理 CHOU, CHUNG-LI
Keywords:	文字型智能客服系統;科技接受模型;購物網站;知覺信任;知覺便利性;知覺資訊安全性 Text-based Intelligent Customer Service System;Technology Acceptance Model;Online Shopping Website;Perceived Trust;Perceived Convenience;Perceived Information Security
Date:	2019-08-31
Issue Date:	2020-01-10 13:12:14 (UTC+8)
Abstract:	網際網路的發達使智能客服系統開始被企業重視，使用24小時隨時待命的文字型智能客服系統可以避免當客訴發生而找不到人的窘境，據數位時代統計目前有60%的千禧一代表示曾經使用過文字型智能客服系統，並且有71%願意在未來嘗試。據艾媒資訊統計數據顯示，約有75%的消費者因對客服不滿而放棄購買，且有43%的消費者不向其他人推薦，因此本研究期許能透過消費者對文字型智能客服系統的知覺信任、知覺有用性、知覺易用性、知覺資訊安全性、知覺便利性來強化使用態度並提升持續使用意向，或許透過持續使用意向的提升，能進而增強消費者未來對購物網站文字型智能客服系統的滿意度及形象，並提供未來的研究者可以透過本研究進一步探討持續使用意向的提升是否影響消費者的客訴問題及購物網站的形象及滿意度。本研究採用發放紙本問卷與網路問卷給學生族群及非學生族群的方式，並且本研究以有持續使用過文字型智能客服系統的消費者為主要調查對象，透過隨機抽樣法、便利抽樣法及結構方程模型進行分析。本研究結果為1.消費者使用購物網站文字型智能客服系統的知覺有用性對使用態度之影響，呈顯著正向影響。2.消費者使用購物網站文字型智能客服系統的知覺易用性對使用態度不具正向影響。3.消費者使用購物網站文字型智能客服系統的知覺信任對使用態度之影響，呈顯著正向影響。4. 消費者使用購物網站文字型智能客服系統的知覺便利性對使用態度之影響，呈顯著正向影響。5. 消費者使用購物網站文字型智能客服系統的知覺資訊安全性對使用態度之影響，呈顯著正向影響。6. 消費者使用購物網站文字型智能客服系統的使用態度對持續使用意向之影響呈顯著正向影響，本研究結論提供給欲將引進文字型智能客服系統的小型購物網站商家做參考。 The thriving of the internet urges the businesses to value the intelligent customer system. According to the statistics of Business, 60% and 71% of the millennial generation (Generation Y) used the text-based intelligent customer service system and had use intention in the future, respectively. Hopefully, perceived trust, perceived usefulness, perceived ease of use, perceived information security and perceived convenience of the customers towards the text-based intelligent customer service system can help enhance the attitude towards use and advance the continuous use intention. Likely, the advanced continuous use intention helps reinforce the future satisfaction and image of the customers towards the text-based intelligent customer service system of the online shopping website, and the study helps future research to probe if the advanced continuous use intention can affect the complaints filed by the customers and the image and satisfaction towards the online shopping website. Random sampling, convenience sampling and the structural equation modeling (SEM) applied to analytics. Findings and results are as follows:1. In terms of the influences of perceived usefulness, perceived convenience, perceived information security and perceived trust of the customers towards the text-based intelligent customer service system of the online shopping website on the attitude towards using, a significant positive influence was identified. 2. In terms of the influences of perceived ease of use of the customers towards the text-based intelligent customer service system of the online shopping website on the attitude towards using, no significant positive influence was identified. 3. In terms of the influences of the attitude towards using of the customers towards the text-based intelligent customer service system of the online shopping website on the continuous use intention, a significant positive influence was identified.
Appears in Collections:	[企業管理系] 博碩士論文

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