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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 산경연구논집 산경연구논집 제10권 제3호
발행연도
2019.1
수록면
45 - 58 (14page)

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초록· 키워드

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Purpose - The purpose of this study was to investigate the effects of the chatbot's characteristics (ease of use, social presence, playfulness, usefulness) on service value, customer satisfaction and reuse intention when consumers purchased fashion products in the mobile shopping environments. Research design, data, and methodology – Data were collected from Korean consumers from ages 20 to 59 who have experienced using chatbot in a mobile shopping for fashion products. After a pilot survey to 53 customers, the preliminary questionnaire was revised for the final test, and the final questionnaire was administered to 1500 customers. Out of these, 300 were collected. After deleting 48 incomplete ones, 252 questionnaires were used in the statistical analysis. Frequency analysis and exploratory factor analysis using SPSS 23.0 and confirmatory factor analysis and structure equation analysis using AMOS 18.0 were employed for data analyses. Results - First, four factors were extracted for the chatbot's characteristics: ease of use, social presence, playfulness and usefulness. Second, regarding the effect of chatbot's characteristics on service value when purchasing fashion products in the mobile shopping environment, ease of use, playfulness and usefulness of chatbot significantly affected service value. Social presence did not have significant effects on service value. Third, in terms of the effect of the chatbot's characteristics on customer satisfaction when purchasing fashion products in the mobile shopping environment, social presence, playfulness and usefulness of chatbot significantly had an effect on customer satisfaction. Ease of use did not have a significant effect on customer satisfaction. Fourth, service value of chatbot when purchasing fashion products in mobile shopping environment was found to have an effect on customer satisfaction with chatbot. Fifth, service value of chatbot on reuse intention when purchasing fashion products in the mobile shopping environment was found to have an effect on reuse intention of chatbot. Sixth, customer satisfaction with chatbot had a significant impact on the reuse intention of the chatbot when purchasing fashion products in the mobile shopping environment. Conclusions - The present study provide dimensions on the chatbot’s characteristics and these may provide helpful data for further studies in this area and for marketers as well.

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참고문헌 (69)

참고문헌 신청
Anderson, R. E. / 1973 / Consumer dissatisfaction : The effect of disconfirmed expectancy on perceived product performance / Journal of Marketing Research 10(1):38~44 google schola Bae, B. I. / 2015 / The effect of purchasing factors of mobile fashion shopping on customer satisfaction and repurchase intention google schola Bae, B. R. / 2009 / Structural equation modeling with amos 17.0: principles and practice / chungram google schola Bickmore, T. W. / 2005 / It’s just like you talk to a friend’s relational agents for older adults / Interacting with Computers 17(6):711~735 google schola Bolton, R. N. / 1991 / A longitudinal analysis of the impact of service changes on customer attitudes / The Journal of Marketing 55(1):1~9 google schola

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