如今人工智慧（AI）相關的科技已無所不在，並已改變消費者購物行為，透過消費者使用人工智慧的經驗出發，本研究首先討論消費者使用人工智慧科技是否會透過感知效能去正面影響購物意圖，各個關於人工智慧的經驗的感知效能達到消費者預期，會提升消費者的購物意圖。此外，我們的研究中加入擬人化因素進行探討，研究不同的擬人化程度下，在人工智慧與消費者的經驗中，所感知到的效能是否會影響，並進而去影響購物意圖。這項研究通過消費者與使用人工智慧的經驗與加入擬人化因素為購物意圖以及擬人化研究做出了貢獻。本研究的發現有助於人工智慧製造商優化產品內容，並且鼓勵人工智慧相關廠商與線上零售商合作。;AI-enabled technologies are ubiquitous and have changed consumers’ shopping behavior. Based on consumers’ experience in using AI, this study discusses whether consumers’ use of AI-enable technology positively affects shopping intentions through perceived efficacy. Consumers who perceived the efficacy of each AI experience met their expectations, which will increase purchase intentions. In addition, we add anthropomorphic factors to our research to investigate whether the perceived efficacy of an AI-enabled technology and consumer experience under different degrees of anthropomorphism affects shopping intentions. This research contributes to purchase intention and anthropomorphism research through consumer experience using AI and incorporating anthropomorphic features. The findings of this study can help AI-enabled technology providers optimize product content and encourage AI-enabled manufacturers to collaborate with online retailers.
