Abstract
Due to the rapidly growing internet commercial activities, many businesses have been making their own e-Business websites. They might hope these websites could serve their potential consumers with sufficient products and service information. Unfortunately, finding information from separate websites is time-consuming for consumers, not to mention the disturbance of integrating all the information and evaluating them. Customers often lose their patience and desire of purchasing products in this process, which frustrated them. In the domain of e-Business, researchers have suggested that businesses should have “virtual agents” serve in the shopping websites for customers. This is because the agent could help customers in gathering substantial product information, searching available products, giving choice suggestions, assisting purchasing processes, and providing after purchase services. The agent is expected to increase consumers’ desire and satisfaction when they are purchasing on Internet. In this study, a virtual agent system was established based on the consumers’ need in searching, selecting and evaluating the products in the consumer behavior model. Mental load and time for purchasing were two chosen indicators, and both subjective and objective measures were used to evaluate the effect. The functions of agent include supplying the consumers with integrated product information, purchasing suggestions according to consumers’ budget and preference, buying process assistance, and after purchase service. More satisfied performance with indicators is expected when using the agent. The result certifies this hypothesis. It is concluded that virtual agent in the study is indeed helpful in the purchasing process and is of high potential for e-business.