資訊代理人應用於行動化顧客關係管理之研究

A Study of the Information Agent for Mobile CRM

劉韋緒(Wei-Shiu Liu)

指導教授 ： 吳肇銘

中原大學/商學院/資訊管理研究所/碩士(2002年)

https://doi.org/10.6840/cycu200200255

摘要

隨著資料庫與網際網路、無線技術的興起，人們在搜尋資訊時，已經可以相當便利地獲得許多資料，但也同時遭遇到所謂「資訊超載」 (data overloading ) 的問題。資訊提供／服務廠商若無法有效率地提供使用者符合需求的資訊，僅是讓使用者面對著依關鍵字搜尋出的龐大資料，無法制訂決策，那其「顧客關係」將會受到嚴重傷害。在資訊的時代中，如何在資訊的「質」與「量」取得平衡，將是未來行動商務領域中決定成功與否的關鍵之一。

基於上述問題，本研究發展「資訊代理人」 (information agent) 來試圖解決此一問題。本研究分兩大部份進行：（一）實際開發「資訊代理人」系統於個人數位助理(PDA)平台上：該系統將包含三大模組—資訊擷取、資訊過濾、資訊展現，其中在「資訊展現」模組的概念設計上，則是參考San(1998)所提到代理人應用於電子商務時，應該協助使用者尋找、比較產品相關規格與評價，並透過排序的方式，以利使用者在購買行為上的決策；（二）以深度訪談的方式來探討行動化「資訊代理人」對於顧客關係的影響。

根據資料分析的結果，本研究獲得以下主要研究結論：
1.本研究所發展的行動化「資訊代理人」對於使用者體驗
評價、態度／滿意、使用意向具有正向的影響。
2.本研究行動化「資訊代理人」除了應具備「資訊過
濾」、「資訊擷取」、「資訊展現」三大功能模組外，
還必須搭配改善「介面」、「速度」、「資料庫之資料
量大小」、「情境」等因素，才能真正地有效提昇顧客
關係。

關鍵字

行動商務 ； 資訊代理人 ； 顧客關係管理

並列摘要

With the development of the information system, internet, and wireless technology, people can easily search for a lot of information available. In the mean time, data overloading problem has emerged. When an information provider/service company is unable to provide users with information that meets their needs, users will find themselves helpless facing a great amount of searching results containing certain keywords and the relationship with customers is thus jeopardized. In this new age of information, how to balance between the quality and quantity of information will be crucial to future success of mobile commerce.

Therefore, this research will develop Information Agent to solve this problem. There are two major parts in this research: 1. Practical development of Information Agent System on PDA (Personal Digital Assistant) platform, including three main modules: information retrieval, information filter, and information presentation. The conception design of information ranking module is referred to San (1998): when an agent is applied to E-commerce, he should assist users to search and compare price and specifications of a product with information ranking to help users on purchase. 2. Thorough interviews are required on research of how customer relationship is influenced by mobile Information Agent.

According to the result of information analysis, this research concludes as follows:
1.This research develops positive influences of
mobile Information Agent on user experience
evaluation, attitude/satisfaction, and
intention.
2.Mobile Information Agent contains three main
modules: information retrieval, information
filter, and information presentation in this
research. With improvements of interface,
speed, information amount of a database, and
context factors, customer relation can thus be
promoted efficiently.

並列關鍵字

mobile commerce ； customer relationship management ； information agent

參考文獻

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