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한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.44 no.4, 2020년, pp.573 - 593
정슬기 (서울대학교 의류학과) , 허희진 (대전대학교 패션디자인.비즈니스학과) , 추호정 (서울대학교 의류학과)
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This study analyzes consumers' responses toward chatbot services in a fashion retail context. Anthropomorphism and personalization of chatbots are proposed as critical features of a chatbot service that attract positive behavioral intentions from consumers. Social presence, trust, and enjoyment are ...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 챗봇이란? | 챗봇이란 채팅(chatting)과 로봇(robot)을 조합한 단어로 인공지능 시스템을 기반으로 사용자와 상호작용하는 커뮤니케이션 소프트웨어이자 대화형 에이전트(conversational agent)의 일종이다. 대화형 에이전트는 사용자와 자연어를 통해 정보를 주고받는 시스템으로, 선행연구에서 인터페이스 에이전트(interface agent), 체화된(embodied) 대화형 에이전트, 가상도우미(virtual assistant), 가상 동료(companion)와 같은 용어로 다양하게 정의되어 왔다(von der Pütten et al., 2010). 선행연구에 따르면 대화형 에이전트는 크게 음성 기반 혹은 문자 기반 대화형 에이전트로 나뉜다(Kopp et al. | |
| 음성 기반 대화형 에이전트와 문자 기반 대화형 에이전트에는 어떤 것들이 있는가? | , 2005). 음성 기반 대화형 에이전트는 음성 언어 명령방식에 의한 것으로 애플의 시리(Siri), 아마존의 알렉사(Alexa), 구글의 어시스턴트(Assistant), 삼성전자의 빅스비(Bixby) 등이 있으며, 문자기반 대화형 에이전트는 문자 언어 명령 방식에 의한 것으로 챗봇이 이에 해당한다. | |
| 패션 리테일 분야에서 챗봇 서비스 활용 사례에는 어떤 것들이 있는가? | 특히 패션 리테일 분야의 경우, 고객지향적이며 판매원과 고객 간의 상호작용이 중요한 산업임을 고려한다면(Lee & Chung, 2008) 챗봇 서비스 활용에 대한 중요성은 높다고 볼 수 있다. 대표적 사례로 영국 패션 브랜드 버버리(Burberry)는 자사의 새로운 패션 아이템과 컬렉션에 관한 정보를 제공하는 챗봇 서비스를 제공한다. 또한, 글로벌 SPA브랜드 H&M은 몇 가지 질문을 통해 고객의 취향을 파악하여 의류 제품을 추천하고, 이에 대한 구입 정보까지 상세하게 제공하는 챗봇 서비스를 제공하고 있다. 국내의 대표사례로는 롯데백화점의 ‘샬롯’을 들 수 있다. 샬롯은 고객의 구매정보, 행동정보 등을 수집하여 맞춤형 상품을 추천하는 챗봇 서비스를 제공한다. 또한, 인터파크의 ‘톡집사’는 소비자 성향에 맞는 상품을 추천하는 것 외에 온라인 최저가 정보, 할인쿠폰 등을 제공하면서 고객의 합리적 쇼핑을 돕는 챗봇 서비스를 제공하고 있다. |
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