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NTIS 바로가기패션비즈니스 = Fashion business, v.25 no.4, 2021년, pp.79 - 91
하유진 (성균관대학교, 의상학과) , 황선진 (성균관대학교, 의상학과)
Currently, chatbot, a conversational platform based on artificial intelligence, is drawing attention as a new marketing channel. This study attempted to verify the effect of the anthropomorphism, message type, and media self-efficacy level on purchase intention. The experimental design of this study...
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