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논문 기본 정보

자료유형
학술저널
저자정보
Seonggoo JI (Hanbat National University) Ae-Young CHA (Hanbat National University)
저널정보
한국유통과학회 산경연구논집 산경연구논집 제11권 제12호
발행연도
2020.1
수록면
29 - 38 (10page)

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초록· 키워드

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Purpose: The purpose of this study is to empirically analyze the effect of chatbot service quality, chatbot trust, and chatbot satisfaction on chatbot reuse intention and store reuse intention. Research design, data, and methodology: We reviewed the literature on domestic and international chatbots, established hypotheses, and analyzed them. We empirically analyzed the process model in which chatbot service quality (interaction quality, information quality) has a positive effect on chatbot trust and chatbot satisfaction, and that chatbot trust and satisfaction positively affect chatbot reuse intention and store reuse intention. A survey was conducted on 212 people who had used shopping mall chatbots and financial service chatbots after demonstrating the shopping mall chatbot video. Structural equation modeling was conducted by using AMOS 24.0 to test the proposed relationships. Results: As a result of the empirical analysis, the effects of interaction quality on chatbot trust and information quality on chatbot satisfaction were not supported, but the rest of the hypotheses were statistically significant. It was found that the information quality of chatbot service had a positive effect on chatbot trust, but did not significantly affect chatbot satisfaction. In addition, the interaction quality of the chatbot positively affects the satisfaction of the chatbot, but it does not significantly affect the trust of the chatbot. Chatbot trust was found to have a positive effect on chatbot satisfaction. Chatbot trust and chatbot satisfaction were found to have a positive influence on the intention to reuse the chatbot. And, chatbot trust and chatbot satisfaction were found to have a positive influence on store reuse intention. Conclusions: The findings of this study offer significant theoretical and managerial contributions in the context of chatbot. Chatbots should enhance customer contact quality management from the perspective of total customer experience management rather than partial function. When providing a chatbot service, it is more desirable to give priority to providing accurate information to increase trust, and at the same time to improve customer satisfaction by increasing the quality of interaction. And in order to increase the competitive advantage of companies, the purpose of introducing chatbots should be clarified and approached strategically.
#Chatbot Service Quality #Trust #Satisfaction #Chatbot Reuse Intention #Store Reuse Intention.

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참고문헌 (49)

참고문헌 신청
Anderson, J. C. / 1990 / A model of distributor firm and manufacturer firm working partnerships / Journal of Marketing 54(1):42~58 google schola Anderson, R. E. / 2003 / E-satisfaction and eloyalty; A contingency framework / Psychology & Marketing 20(2):123~138 google schola Bagozzi, R. P. / 1988 / On the evaluation of structural equation models / Journal of the Academy of Marketing Science 16(1):74~94 google schola Beatty, S. E. / 1996 / Customer-sales associate retail relationships / Journal of Retailing 72(3):223~247 google schola Berry, L. L. / 1992 / Prescriptions for a service quality revolution in America / Organizational Dynamics 20(4):5~15 google schola

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