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    题名: 機器人流程自動化與人工智慧代理於電子商務營運之應用 - 以悠意為個案研究
    The Application of Robotic Process Automation and AI Agents in E-commerce Operations: A Case Study of Amhome
    作者: 劉漢意
    Liu, Han-Yi
    贡献者: 鄭至甫
    Don Jyh-Fu Jeng
    劉漢意
    Liu, Han-Yi
    关键词: 機器流程自動化
    人工智慧代理
    單點自動化工具
    電子商務
    營運效率
    Robotic Process Automation (RPA)
    AI Agent
    E-commerce
    Operational Efficiency
    Point Tools
    日期: 2025
    上传时间: 2025-09-01 14:46:20 (UTC+8)
    摘要: 隨著全球電子商務市場蓬勃發展，企業面臨激烈競爭與複雜營運挑戰。對資源有限的中小型電商而言，提升效率、降低成本、優化人力配置至關重要。機器人流程自動化 (RPA)、人工智慧代理 (AI Agent) 及各類單點自動化工具(Point Tools)的興起，為解決電商營運效率瓶頸提供了新契機。
    本研究旨在探討 RPA、AI Agent 與單點自動化工具在中小型電子商務營運自動化之應用潛力與實際績效。研究目的涵蓋探索技術應用場景、建立績效衡量指標、識別導入挑戰與成功因素，並提出實務建議。採用個案研究法，以台灣快時尚電商 Amhome 悠意為研究對象，透過深度訪談、文件分析與營運數據進行質性與量化分析。
    研究發現，RPA、AI Agent 及單點自動化工具在 Amhome 營運中展現顯著效益。已導入的自動化實踐包括商品開發輔助（如按需印製）、圖片處理、跨平台批次上架、平台庫存訂單同步、銷售分析、商品排序、行銷企劃、圖文製作、社群自動發文、機器人客服及會議記錄等等。這些應用有效提升效率、降低人力投入與錯誤。具體績效顯示：例行任務自動化率平均達25%，行政人力成本整體降低 30%；素材製作時間縮減80%；錯誤率降至0.5% 以下；庫存成本減少約 15%；客服回覆時間縮短 30%。行銷自動化透過豐富AI等工具，批次生成客製化素材。導入主要挑戰為AI工具技術介接、人員培訓與流程分析規劃；關鍵成功因素為領導支持、合適工具選擇、聚焦高重複性流程、人員學習意願與外部資源利用。
    本研究理論貢獻在於豐富 RPA(機器流程自動化)、AI Agent (人工智慧代理)及單點自動化工具在中小型企業應用領域的學術文獻，並提供整合多種自動化技術的電商營運自動化研究框架。實務上，本研究為 Amhome 及其他中小型電商提供了具體轉型指引，強調分階段、按優先級導入自動化，強化單點自動化工具應用，以應對未來「商品開發上下架」、「訂單整合」、「銷售分析排序行銷企劃」、「庫存調整補貨出清」與「全天候自動值守」趨勢，並在最短時間內產生投資回報。
    As the global e-commerce market booms, companies face fierce competition and complex operational challenges. For small and medium-sized e-commerce companies with limited resources, improving efficiency, reducing costs, and optimizing human resource allocation are crucial. The rise of robotic process automation (RPA), artificial intelligence agents (AI Agents), and various single-point automation tools provides new opportunities to solve the bottleneck of e-commerce operational efficiency.
    This study aims to explore the application potential and actual performance of RPA, AI Agents, and single-point automation tools in the automation of small and medium-sized e-commerce operations. The research objectives include exploring technology application scenarios, establishing performance measurement indicators, identifying introduction challenges and success factors, and proposing practical suggestions. Using a case study method, the Taiwanese fast fashion e-commerce company Amhome is taken as the research object, and qualitative and quantitative analyses are conducted through in-depth interviews, document analysis, and operational data.
    The study found that RPA, AI Agents, and single-point automation tools have shown significant benefits in Amhome's operations. The automation practices that have been introduced include product development assistance (such as printing on demand), image processing, cross-platform batch listing, multi-platform inventory and order synchronization, sales analysis, product ranking, marketing planning, creation of marketing materials, social media auto-posting, automated bots, and automated meeting minutes. These applications effectively improve efficiency and reduce manpower costs and errors. Specific performance results show: the automation rate of routine tasks averages 25%; overall administrative labor cost is reduced by 30%; material production time is reduced by 80%; error rate is reduced to less than 0.5%; inventory cost is reduced by about 15%; customer service response time is shortened by 30%. Marketing automation generates customized materials in batches through advanced AI and other tools. The challenges of introduction are mainly technical barriers, internal training, and process analysis and optimization; the key success factors are leadership support, appropriate tool selection, focus on highly repetitive processes, internal willingness to learn, and external resource utilization.
    The theoretical contribution of this study is to enrich the academic literature on the application of RPA (robotic process automation), AI Agents (artificial intelligence agents), and single-point automation tools in small and medium-sized enterprises, and to provide an e-commerce operation automation research framework that integrates multiple automation technologies. In practice, this study provides specific transformation guidance for Amhome and other small and medium-sized e-commerce companies, emphasizing the phased and prioritized introduction of automation and strengthening the application of single-point automation tools to cope with future trends in "product development and listing," "multi-platform inventory and order synchronization," "sales analysis and product ranking," "marketing planning," "inventory adjustment, replenishment and clearance suggestions," and "multi-robot collaboration," and can generate returns on investment in the shortest time.
    參考文獻: SellersCommerce.(2025).Retail
    e-commerce sales worldwide, 2021–2027 [Graph]. Retrieved from https://www.sellerscommerce.com/
    Hammer,M.,&Champy,J.(1993).
    Reengineering the corporation: A manifesto for business revolution. Harper Business.
    Volodymyr Bezditnyi (2024).
    The Impact of Artificial Intelligence on Business Model Transformation in E-Commerce
    https://www.researchcorridor.org/index.php/RCJES/article/view/401
    Superblocks.(2025).
    DPA vs RPA: What is the difference? https://www.superblocks.com/blog/dpa-vs-rpa
    來也科技（2021）
    服裝零售/快消品行業 RPA 應用案例實錄 Laiye：https://laiye.com/news/post/1591.html
    Grand View Research. (2024).
    Robotic Process Automation (RPA) Market Size, Share & Trends Analysis Report. Retrieved June 14, 2025.
    https://www.grandviewresearch.com/industry-analysis/robotic-process-automation-rpa-market
    KPMG LLP. (2023).
    Keys to a successful API proof of value (POV) [Brochure].
    https://kpmg.com/kpmg-us/content/dam/kpmg/pdf/2023/001355-1A_KeystoaSuccessfulAPIPOV_brochure_v14.pdf
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    112932086
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0112932086
    数据类型: thesis
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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