研究結果顯示網頁購物模式下，使用態度 (Attitude towards using) 與認知負荷 (Cognitive load) 對受測者購物意圖 (Purchase intention) 有顯著正向影響 (p<0.05) ；而聊天機器人購物模式下，僅使用態度 (Attitude towards using) 對受測者購物意圖 (Purchase intention) 有顯著正向影響 (p<0.05) 。本研究結果可幫助發展網頁/聊天機器人購物的廠商作為設計購物流程上的參考，並作為管理者營運決策的參考依據。 ;Rapid progress in e-commerce has added shopping services to the customer services provided by chatbots. Thus, understanding consumer acceptance of chatbots providing shopping services and the influence of this function on the purchase intention of consumers is currently a crucial research topic. This study employed the technology acceptance model and cognitive load theory to examine the influence of different shopping models (webpage/chatbot) on the purchase intention of consumers. Via experiment and questionnaire survey, this study collected and analyzed 85 valid samples. Data analysis was performed using t tests, partial least squares, and binary logistic regression.
The results indicate that attitude towards using and cognitive load exerted a significant and positive influence on purchase intention (p<0.05) in the webpage shopping model, whereas only attitude towards using had a significant and positive influence on purchase intention (p<0.05) in the chatbot shopping model. The results of this study can provide reference to companies developing webpage/chatbot shopping for the design of shopping procedures and to managers for operational decisions.
