챗봇 큐레이션 서비스가 온라인 쇼핑 지속사용의도에 미치는 영향 : 중국 소비자를 대상으로

초록

This study examines the impact of chatbot curation services in online shopping malls on user satisfaction and continuous use intention. The research was conducted among Chinese users with experience using online shopping chatbot curation services. Based on the Technology Acceptance Model (TAM), perceived usefulness, perceived ease of use, perceived enjoyment, accessibility, screening efficiency, interactivity, and information availability were established as key variables, and the hypotheses were tested using structural equation modeling. The results show that all factors related to the Technology Acceptance Model should have positive effects on satisfaction. Among the characteristic factors of chatbot curation services, all variables except accessibility have positive effects on satisfaction. Consequently, satisfaction derived from these factors is found to significantly influence continuous use intention. This study extends the applicability of the Technology Acceptance Model by incorporating the characteristic factors of chatbot curation services. It also contributes to AI service acceptance research by confirming that satisfaction with chatbot curation services positively affects continuous use intention, thereby expanding research from initial adoption to continued use. Furthermore, the findings provide practical implications by demonstrating that companies and organizations should comprehensively consider various aspects of user experience to enhance user satisfaction.

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