於所有的資訊進行篩選過濾。對於週期越短、變動越大、越多樣性的產品，消費
者所需花費的時間與精力就相對的越高；有些產品的購買，還需要相當的專業知
識，才能順利完成購買程序，這些工作對消費者而言的確是繁瑣而費神。快速發
展的網站技術提供了消費者對此方面的需求，利用購物代理人來建立電腦化的決
策幫手提供了消費者一個智慧型互動介面，它可以藉由提供商品和銷售資訊給消
費者、提供購買時的協助、幫助產品促銷來增進交易效率，這種購物代理人具有
潛在的能力來幫助消費者做一個好的決策。
本研究希望能夠透過購物代理人對消費者購物決策幫助進行探討，瞭解其對
於消費者在進行購物時，提供消費者相關產品資訊、並協助篩選資訊，幫助消費
者做出更好決策的過程，以深入探討購物代理人在協助消費者購物上的效益。因
此，本研究以實驗室實驗法進行研究，藉由WWW 購物情境模擬，以自行開發的
實驗產品網站為實驗標的，從中操弄各項變數並藉由線上問卷收集資料。經由實
證結果發現：
一、「購物代理人」對消費者「認知努力」、「考慮集合內產品相似程度」、
「知覺成本的節省」有顯著的影響。
二、「購物代理人」對消費者「決策過程滿意度」與「決策信心」有顯著的
影響。本研究乃是結合資訊管理與行銷跨領域的整合性研究，將代理人的理論擴展
應用至消費者行為，並對網路行銷有所貢獻，同時也提供消費者行為理論的後續
研究方向。

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