消費者對Internet智慧代理人的科技特性、任務特性及任務－科技配適度之實質接受度

Peoples perceptions of the artificial intelligent agent (IA) influence their expectations, evaluation and adoption of the information technology, and will be important to the success of efforts to promote it. The technology of the IA can be applied to many domains. This research attempts to describe and explain consumer acceptance of the IA in one aspect of EC. A Task-Technology Fit Model (TTFM) was applied to the case of the online auction and case study and experimental research methods adopted. Research findings indicate a positive perception of the technology. Consumer and industrial respondents both felt it improved online auction performance, but the results were strongly influenced by the degree of understanding of the technology and its function in the online auction. Data analysis showed that such understanding was associated with increased scores for TTFM, perceived usefulness, ease of use, playfulness, and intent to use information technology, while perceived cost was lower. Analysis of individual questionnaire responses, however, showed a low level of consumer understanding of the IA, which may explain the low levels of consumer acceptance. Study proposes some suggestions for academia and industry to further address this. Further work could extend the approach to create value system of application.