- 學位論文
以期望確認模式探討影響智能客服持續使用意願
An Empirical Study of Continuing Usage Intention of E-commerce services: Based on Expectation-Confirmation Theory
摘要
網際網路的興起促進了資訊科技的發展與進步，使用行動裝置的人口逐年上升，由於生活型態的轉變也促使企業調整經營模式，隨著營銷渠道多元化發展及消費者意識抬頭，顧客滿意度已成為企業發展的重要要素之一，因客戶的問題多數具有高度重複性，為能更專注去處理較複雜問題並提高工作效率，客戶服務也開始與科技相結合發展智能客服。有鑑於過去從顧客觀點來探討使用智能客服的知覺及影響之文獻相當有限，本研究將以智能客服為研究主題，加入知覺易用性及有用性構念，探討影響智能客服持續使用之因子。 本研究以使用過智能客服者為研究對象，採問卷調查法共蒐集291份有效樣本，並利用SPSS與PLS統計軟體來分析資料數據及驗證理論模型。實證結果顯示，系統品質及服務品質對確認程度、知覺易用性及有用性有正向影響，而確認程度對知覺有用、易用及滿意度有正向影響；知覺有用、易用對滿意度及持續使用意願有正向影響，而研究結果將提出管理意涵作為企業開發智能客服時之參考。
並列摘要
The rise of the Internet has promoted the development and advancement of information technology, and the number of people using mobile devices has increased year by year. With the change of life style, companies are also required to adjust their business models. On the other hand, customer satisfaction has become one of the most important factors for the development of enterprises due to the diversification of marketing channels and the rise of consumer awareness. Since most of the customer's issues are highly repetitive, in order to focus more on conducting the complex issues and improve the efficiency, customer service has begun to develop an e-commerce service model in combination with technology to provide faster and superior service. This study uses artificial intelligence customer service as a research context, adding the concept of perceived ease of use and usefulness to explore the factors that affect the continued use of artificial intelligence customer service. The sampling frame is users who have experienced artificial intelligence customer service. A totoal of 291 questionnaires were collected and analyzed by using the software SPSS and smartPLS. The results showed that system quality and service quality have a positive effect on confirmation, perceived usefulness and perceived ease of use. Confirmation is positively related to perceived usefulness, perceived ease of use and satisfaction. Perceived usefulness and ease of use have a positive effect on satisfaction and continuation intention of artificial intelligence customer service. The study result should be taken into consideration when enterprises are undertaking the development of artificial intelligence customer service.
參考文獻
延伸閱讀
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