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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 산경연구논집 산경연구논집 제11권 제6호
발행연도
2020.1
수록면
41 - 53 (13page)

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초록· 키워드

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Purpose: The purpose of this study is to review the previous studies on the characteristics of the image search service provided by using artificial intelligence, the social impact characteristics, and the moderating effect of perceived anthropomorphism, and conduct empirical analysis to identify the constituent factors affecting purchase intention. To clarify. Through this, I tried to present theoretical and practical implications. Research design, data, and methodology: Research design was that characteristics of image search service (ubiquity and information quality) and social impact characteristics (subjective norms, electronic word of mouth marketing) are affected by mediation of satisfaction and flow, therefore, control of perceived anthropomorphism have an effect on purchase intention to increase. For analysis, research conducted literature review, and developed questionnaires, so that EM firm which is a specialized research institute has collected data. This was conducted on 410 people between the 20s and 50s who have mobile shopping experiences. SPSS Statistics 23 and AMOS 23 had been used to perform necessary analysis such as exploratory factor analysis, reliability analysis, feasibility analysis, and structural equation modeling based on this data. Results: first, ubiquity, information quality and subjective norms were found to have a positive effect on purchase intention through satisfaction and flow parameters. Second, satisfaction and flow were found to have a mediating effect between ubiquity, information quality, and subjective norms and purchase intentions. However, there was no mediating effect between eWOM information and purchase intention. Third, perceived anthropomorphism was found to have a moderating effect between information quality and satisfaction, and it was found that there was no moderating effect on the relationship between information quality and flow. Conclusions: The information quality of image search services using artificial intelligence has a positive effect on satisfaction, and it has been found that there is a positive moderate effect of perceived anthropomorphism in this relationship, which may be an academic contribution to the distribution science utilizing artificial intelligence. Therefore, it is possible to propose a distribution strategy that improves purchase intention by utilizing image search service and anthropomorphism in practical business and providing a more enjoyable immersive experience to customers.

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참고문헌 (98)

참고문헌 신청
Aggarwal, P. / 2007 / Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products / Journal of Consumer Research 34(4):468~479 google schola Agrebi, S. / 2015 / Explain the intention to use smartphones for mobile shopping / Journal of Retailing and Consumer Services 22(C):16~23 google schola Ahn, T. / 2004 / The impact of the online and offline features on the user acceptance of Internet shopping malls / Electronic commerce research and applications 3(4):405~420 google schola Ajzen, I. / 1991 / The theory of planned behavior / Organizational Behavior and Human Decision Processes 50(2):179~211 google schola Ángela, P. L. / 2017 / Hedonic and utilitarian effects of the adoption and use of social commerce / Cooperative and Networking Strategies in Small Business 1:155~173 google schola

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