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。

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.