智慧應用對於網路購物佔有舉足輕重的影響?。而隨著網路的發展與普及，消費者得以便利迅速且大?的在網路上搜尋其資訊，再加上人工智慧及大數據的智慧應用下，導致網站服務品質愈發向上，到現今網站服務品質已變成企業重視的服務項目之一。 因此本研究之目的乃由消費者網路購物之角度出發，探討智慧應用及網站服務品質對於消費者網路購物之決策是否具影響?，並進一步分析，行為確認理論對於消費者滿意度與持續網購意願間所產生的效果。本研究採用實證分析方法，研究對象為具備網路購物經驗者，以問卷調查方法收集資料，使用Smart PLS進行資料分析驗證，共蒐集有效問卷217份。經分析結果顯示智慧應用、網站服務品質及消費者確認皆對消費者滿意度有正向影響，而消費者滿意度進一步會影響到持續網購意願，此構面亦有正向影響；但再子細項部分智慧應用中的人工智慧技術及網站服務品質中的履行性則未獲支持。 因此，本研究對於實證結果建議購物網站之經營者，藉由建立好的購物網站及其購物品質，提升消費者滿意度，再加以推展會員化系統管理，以便在眾多購物網站中佔優勢。 Smart applications have a significant influence on online shopping. With the development and popularity of the Internet, consumers can search for information on the Internet conveniently and quickly; also, along with the application of artificial intelligence and big data, the quality of website services has been improved. Nowadays, the quality of website services has become one of the important services for enterprises.The purpose of this study is to investigate the effect of smart applications and website service quality on consumers' online shopping decisions from the perspective of consumers' online shopping, and to further analyze the effect of expectancy confirmation theory on consumer satisfaction and continuous online shopping intention. This study used empirical analysis to collect data from respondents with online shopping experience by using questionnaires. The results of the analysis showed that smart applications, website service quality, and consumer confirmation all had positive effects on consumer satisfaction, and consumer satisfaction further influenced continuous online shopping intention. However, the sub-components of artificial intelligence technology in smart applications and fulfillment in quality of service were not supported.Therefore, the empirical results of this study suggest that the operators of shopping websites should build a good shopping website with high purchase quality to enhance consumer satisfaction, and then promote membership system management in order to gain an advantage among many shopping websites.
