Chang, P. H., Lin, T. L., Zhong, J. Y., and Tsai, H. T. 2023. Conceptual Framework and Applications of Intelligent Interactive Orientation: Evidence from the Electronics Industry in Taiwan. NTU Management Review, 33 (3): 35-78. https://doi.org/10.6226/NTUMR.202312_33(3).0002
Pi-Hui Chang, Department of Business Administration, National Taipei University
Ting-Ling Lin, Department of Business Administration, National Taipei University
Jun-Yu Zhong, Department of Business Administration, National Taipei University
Hsien-Tung Tsai, Department of Business Administration, National Taipei University
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 orientationintelligent agent technologiescustomer-perceived value