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NTU Management Review
Vol. 33 No. 3 Dec. 2023, 35-78
https://doi.org/10.6226/NTUMR.202312_33(3).0002

Conceptual Framework and Applications of Intelligent Interactive
Orientation: Evidence from the Electronics Industry in Taiwan

智慧化互動導向之架構與應用：以臺灣電子業為例

Pi-Hui Chang, Department of Business Administration, National Taipei University
張碧惠 / 國立臺北大學企業管理學系
Ting-Ling Lin, Department of Business Administration, National Taipei University
林婷鈴 / 國立臺北大學企業管理學系
Jun-Yu Zhong, Department of Business Administration, National Taipei University
鍾君宇 / 國立臺北大學企業管理學系
Hsien-Tung Tsai, Department of Business Administration, National Taipei University
蔡顯童 / 國立臺北大學企業管理學系
Received 2021/7, Final revision received 2022/11

Abstract
Applying intelligent agent technologies (IATs) is one of the important issues in recent
years and has been recognized as a key source of a company’s long-term competitive
advantage. The main objective of this study is to develop the concept of intelligent
interaction orientation (IIO) and investigate the influence of IATs adoption on the
marketing effectiveness. Based on an extensive literature review and our qualitative
findings, we develop a framework regarding the elements and processes of IATs adoption.
We conclude with some managerial and research implications.

【Keywords】interaction orientation, intelligent agent technologies, customer-perceived
value

摘 要
近年來，越來越多企業嘗試發展智慧代理技術 (IATs)，因為它被視為企業快速回應環
境變化與提升企業長期競爭優勢的關鍵資源。本研究的目的在於探討企業從互動導
向到智慧化互動導向之理論邏輯及概念框架，擴展相關學理論點，釐清與定義相關構
念，形成「智慧化互動導向 (IIO)」之新行銷概念及其內涵，進而發展相關研究論述。
透過相關文獻的回顧與個案質性訪談的發現，本研究釐清了智慧代理技術所需的關鍵
要素與發展過程的框架，並建立企業與客戶互動之智慧技術彈性應用及思維，有效解
決現今企業經營決策之侷限。此成果不僅延伸顧客關係管理與價值共創學理，且對科
技業經理人在經營管理實務應用上具重要的意涵。
【關鍵字】 互動導向、智慧代理技術、客戶感知價值

領域主編：郭佳瑋教授

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