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쇼핑 챗봇의 의인화 수준과 메시지 유형, 미디어 자기효능감이 구매의도에 미치는 영향
The Effect of Anthropomorphism Level of the Shopping Chatbot, Message Type, and Media Self-Efficacy on Purchase Intention 원문보기

패션비즈니스 = Fashion business, v.25 no.4, 2021년, pp.79 - 91  

하유진 (성균관대학교, 의상학과) ,  황선진 (성균관대학교, 의상학과)

Abstract AI-Helper 아이콘AI-Helper

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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표/그림 (7)

참고문헌 (37)

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