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AI 기반 패션 챗봇 서비스에 대한 소비자 수용의도

2022; The Korean Society of Clothing and Textiles; Volume: 46; Issue: 3 Linguagem: Inglês

10.5850/jksct.2022.46.3.464

2234-0793

Woo Bin Kim, Hee Jin Hur,

Consumer Perception and Purchasing Behavior

With the steady development of Artificial Intelligence (AI), online stores are adopting chatbot services as virtual shopping assistants. This study proposes the concept of para-social presence to explore the undiscovered role of fashion chatbots'' emotional and relational characteristics on service acceptance. Based on the Technology Acceptance Model (TAM), this study investigates the effect of a chatbot''s para-social presence on service acceptance intention through consumers'' beliefs. The web-based experiment was conducted on adult consumers who experienced chatbot services in an online shopping situation. A total of 247 responses were analyzed using confirmatory factor analysis, structural equation modeling, and multi-group SEM by AMOS 21.0 and SPSS 23.0. The findings illustrate that the chatbot''s intimacy positively influenced consumers'' perceived enjoyment, while the chatbot''s understanding had a significant effect on perceived usefulness and ease of use. The chatbot''s involvement had a positive effect on all consumer beliefs. Moreover, perceived ease of use had a positive influence on usefulness. A greater level of perceived usefulness and enjoyment positively heightened consumers'' service acceptance intention. This study also verifies the moderating role of a need for human interaction. Consumers with a high need for human interaction have a relatively low tendency to perceive chatbot services as useful.