隨著互聯網的發展，消費者越來愈重視方便、即時的顧客服務。目前，智能客服已成為各大銀行以及企業嘗試應用的系統，希望提升顧客服務品質，但是消費者對智能客服的認知及使用程度還有待提升。因此，本研究欲了解消費者對智能客服平台品質、使用者滿意度、信任、行為意圖間的關聯性，作為商家開發智能客服的建議。
本研究經由整理過去有關資訊系統成功模式之文獻，將平台品質細分為資訊品質、系統品質與服務品質。從消費者的角度探討智能客服平台品質與使用者滿意度、信任、行為意圖的影響。研究對象以有使用無店面零售業電子商務的智能客服機器人或瀏覽過MOMO、露天拍賣、安麗日用品網站者為主。總計回收305份有效問卷，使用SPSS、PLS分析軟體進行敘述性統計、獨立樣本T檢定、單因子變異數分析、結構方程模型，並透過拔靴法以及多群組分析進行中介效果、調節效果的檢定。
其研究結果顯示：(1)系統品質、服務品質正向影響使用者滿意度；(2)系統品質、服務品質對信任有正向影響關係；(3)使用者滿意度正向影響消費者的行為意圖；(4)信任正向影響消費者的行為意圖；(5)資訊品質、服務品質正向影響消費者的行為意圖；(6)使用者滿意度、信任在在系統品質對行為意圖之間具有完全中介效果；(7)使用者滿意度、信任在服務品質對行為意圖間具有部分中介效果；(8)經驗值在資訊品質對使用者滿意度的路徑具有顯著調節效果，但整體而言，本研究之模型具有可泛化性。

With the development of the Internet, consumers are paying more and more attention to convenient and immediate customer service. At present, major banks and enterprises have been applying the smart customer service to improve the quality of customer service. However, how consumers perceive the service and the extent of using it needs to be improved. Therefore, this study aims to investigate the correlations between the quality of smart customer service platforms, user satisfaction, trust, and behavioral intention. The results will serve as reference for the enterprises to better their intelligent customer service.
Sorting out previous literature on successful information system models, this study subdivides the platform quality into information quality, system quality and service quality. From consumers’ perspective, the impact of the quality of intelligent customer service platforms on user satisfaction, trust, and behavioral intention has been discussed. Research subjects include those who have used the intelligent customer service of the retail e-commerce companies, or who have browsed the websites of momoshop, PChome eBay and Amway etc. A total of 305 valid questionnaires were collected, and descriptive statistics analysis, independent sample T test, one-way ANOVA, and structural equation model were later conducted, using SPSS and PLS. Besides, the effects of mediation and moderation were also examined by bootstrapping and multiple group analysis. 
Research results show (1) system quality and service quality positively affects user satisfaction; (2) system quality and service quality has a positive influence on trust; (3) user satisfaction positively affects consumers’ behavioral intention; (4) Trust positively affects consumers’ behavioral intention; (5) Information quality and service quality positively affects consumers’ behavioral intention; (6) User satisfaction and trust exerts a full mediating effect between system quality and behavioral intention; (7) The relationship between service quality and behavioral intention is a partially mediated by user satisfaction and trust; (8) Experience value has a significant moderating effect on the path of information quality to user satisfaction. Overall, the model of this study can be generalized to other relative research.

目錄
目錄 I
圖目錄 III
表目錄 IV
第一章 緒論 1
第一節	研究背景與動機 1
第二節	研究目的 3
第三節	研究對象與範圍 4
第四節	研究流程	4
第二章 文獻探討 6
第一節	客服演變過程 6
第二節	資訊系統成功模式 16
第三節	使用者滿意度 22
第四節	信任 23
第五節	行為意圖	24
第六節	各構面間的關聯 25
第三章 研究方法 29
第一節	研究架構 29
第二節	研究假說 30
第三節	操作型定義與研究衡量 31
第四節	研究設計 39
第五節	資料分析方法 40
第六節	前測分析 42
第四章 資料分析與研究結果 47
第一節	發放與回收 47
第二節	敘述性統計 47
第三節	獨立樣本T檢定 52
第四節	單因子變異數分析 54
第五節	結構方程模型分析 62
第五章 結論與建議 69
第一節	研究結論 69
第二節	管理意涵與研究貢獻 74
第三節	研究限制 77
第四節	研究建議 77
參考文獻 78
附錄一	前測 89
附錄二	正式問卷 98
附錄三	性別對各構面之獨立T檢定 106
附錄四	職業對各構面之變異數檢定 107
附錄五	半年網購頻率對各構面之變異數檢定 111


圖目錄
圖1-1：全球零售電子商務銷售額 1
圖1-2：研究流程 5
圖2-1：智能客服系統圖 8
圖2-2：智能客服圖例 15
圖2-3：資訊系統成功模式架構 16
圖2-4：新資訊系統成功模式架構 16
圖3-1：研究架構 29
圖4-1：路徑分析圖 65


表目錄
表2-1：呼叫中心系統的四個階段 7
表2-2：臺灣電商業者類型與代表業者 10
表2-3：行業營收名列無店面零售業TOP10排名 11
表2-4：臺灣十大網路購物電商平台 12
表2-5：電商的名單與客服管道形式 13
表2-6：電子商務智能客服機器人應用 14
表2-7：服務品質構面整理 20
表2-8：自助服務服務品質定義 21
表3-1：資訊品質子研究構面之操作型定義 31
表3-2：資訊品質之衡量問項 32
表3-3：系統品質子研究構面操作型定義 33
表3-4：系統品質之衡量問項 34
表3-5：服務品質操作型定義 35
表3-6：服務品質之衡量問項 36
表3-7：使用者滿意度之衡量問項 37
表3-8：信任子研究構面之操作型定義 37
表3-9：信任之衡量問項 38
表3-10：行為意圖之衡量問項 38
表3-11：問卷設計內容 39
表3-12：前測資訊品質各構面信度分析 43
表3-13：前測資訊品質各構面信度分析-刪題前、刪題後 43
表3-14：前測系統品質各構面信度分析-刪題前、刪題後 44
表3-15：前測服務品質各構面信度分析-刪題前、刪題後 45
表3-16：使用者滿意度、信任、行為意圖各構面信度分析 46
表4-1：受測者使用智能客服現況之分析表 49
表4-2：受測者人口變項分析表 51
表4-3：經驗值對各構面之獨立T檢定分析表 52
表4-4：年齡對各構面之變異數檢定分析表 54
表4-5：教育程度對各構面之變異數檢定分析表 57
表4-6：半年網購頻率對半年內使用智能客服次數各構面之變異數檢定分析表 59
表4-7：平均月收入率對各構面之變異數檢定分析表 60
表4-8：驗證性因素分析表 63
表4-9：交叉負荷量分析表 64
表4-10：區別效度分析表 64
表4-11：研究假說路徑分析表 66
表4-12：中介效果檢定表 67
表4-13：多群組分析檢定表 68
表5-1：研究假說驗證彙整表 69
表5-2：人口變項與使用情況對各構面之差異分析彙整表 73
附表3-1：性別對各構面之獨立T檢定分析表 106
附表4-1：職業對各構面之變異數檢定分析表 107
附表5-1：半年網購頻率對各構面之變異數檢定分析表 111

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