| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 90 === Abstract
Electronic commerce is one of the main streams for purchases method in the future. This research incorporates Internet Marketing theories and employs an adaptive decision support system to construct an Adaptive Sales Interactive Model (ASIM). BPN and rough set theory is used as the kernel of ASIM, which is capable of self-learning by the feedback of sale data. This research constructs an Adaptive salesman for virtual stores to improve sales performance; senses consumer needs immediately, and gives customer a recommend purchase list. Reduce the time of information search and evaluation of alternatives to improve the consumer buying decision process, which may promote the Internet shopping. This research base on Elaboration likelihood Model (ELM Model) to prove ASIM is useful for Internet Marketing, Contents appearance interactive model instead of central cue, Link-inquiry interactive mode instead of peripheral cue, Assume ASIM will guide customer into central route; find the follow result :(1) ASIM can raise customer’s involvement and refer central cue, (2) Need for cognition of On-line customer is opposite with ELM Model, (3) Interact prove ASIM is usefully again but Need for cognition.
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