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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 제7호
발행연도
2019.1
수록면
39 - 48 (10page)

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초록· 키워드

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Purpose - The purpose of this study was to explore the impact of chatbots’ innovation attributes on the innovation acceptance for consumers who have used chatbots to purchase fashion products that account for a large share of transactions in mobile shopping. Research design, data, and methodology – Data were collected from Korean consumers aged 20 to 49 who had experience using chatbots when purchasing fashion-related products via mobile circumstances. After a pilot survey of 31 customers, pre-questionnaire was revised for the final test, and the final questionnaire was distributed to 1,500 subjects. Out of these, 244 were retrieved. After excluding 48 inappropriate responses, 196 were used for statistical analysis. Frequency analysis, exploratory factor analysis, one-way ANOVA, regression analysis and independent t-test using SPSS 23.0 were employed for data analyses. Results - First, four factors of chatbots’ attributes were extracted: relative advantages and compatibility, complexity, sensibility, and diversity. Second, two factors were extracted for fashion leadership: fashion opinion leadership and fashion innovativeness. Two groups based on the fashion leadership were identified: active innovation adopters and passive innovation adopters. Third, relative advantages and compatibility, diversity, sensibility of innovation attributes were found to have effects on the innovation acceptance in order. Fourth, significant differences were found in sensibility of innovation attributes and innovation acceptance in groups by marital status and age. The married in their 30s and 40s perceived sensibility as a more important attribute of chatbots than the unmarried in their twenties. Among the groups of different income levels, meaningful differences were found in diversity of innovation attributes and innovation acceptance. Fifth, there were significant differences found in relative advantages and compatibility, sensibility of innovation attributes, and acceptance of Innovation among the groups by fashion leadership. Active innovation adopters were found to be more aware of the importance of relative advantages and compatibility, and sensibility of innovation attributes, and innovation acceptance. Conclusions – The present study provides chatbots’ marketing strategies for fashion items need to be modified by demographic characteristics and fashion leadership. Particularly, fashion leadership was found to be an important factor in determining the perception of innovation attribute as well as innovation acceptance.

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참고문헌 (34)

참고문헌 신청
Stephen, A. T. / 2016 / How word-of-mouth transmission encouragement affects consumers' transmission decisions, receiver selection, and diffusion speed / International Journal of Research in Marketing 33(4):755~766 google schola Barnett, H. G. / 1953 / Innovation: The basis of cultural change / McGraw Hill google schola Cho, Y. J. / 2001 / A Study on Psychological Characteristics and Clothing Benefits Sought According to Fashion Leadership / Journal of Consumer Studies 12(3):171~190 google schola Choi, S. M. / 2017 / Analysis on the conversational commerce service interface of the AI Chat-Bot based on mobile messenger apps / Journal of the HCI Society of Korea 2017(2):237~240 google schola Choi, Y. Y. / 2003 / A Study of Cosmetics Purchase Behavior by Fashion Leadership of 20' women google schola

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