[논문]Consumer Perception of Chatbots and Purchase Intentions: Anthropomorphism and Conversational Relevance

Chung, Sooyun Iris; Han, Kwang-Hee

doi:10.17703/ijact.2022.10.1.211

[국내논문] Consumer Perception of Chatbots and Purchase Intentions: Anthropomorphism and Conversational Relevance 원문보기

The International journal of advanced culture technology, v.10 no.1, 2022년, pp.211 - 229

Chung, Sooyun Iris (Department of Psychology, Yonsei Univ.) , Han, Kwang-Hee (Department of Psychology, Yonsei Univ.)

Abstract ▼ AI-Helper

In this study, we aimed to define the effects of anthropomorphism and conversational relevance of chatbots on user experience. In specific, the chatbot designed for this study was an online shopping assistant that recommends items for consumers. Levels of anthropomorphism was manipulated by the name, profile picture, word choices, and emojis, while conversational relevance was adjusted by the depth and accuracy of the recommendation. Three categories of user experience were measured: psychological distance, usability, and purchase intentions. The results implied a significant main effect of conversational relevance on all variables for the high anthropomorphized conditions, while all but psychological distance was significant for low anthropomorphized conditions. Although there was no significant main effect of anthropomorphism observed for the variables, the main effect of anthropomorphism on responsibility was marginally significant for a specific item. The results of this study may function as a guidance for future studies regarding usage of chatbots within a marketing setting.

주제어

표/그림 (13)

그림 Figure 1. Conceptual framework and hypotheses
그림 Figure 2. Mean and standard deviation for conversation expectancy violation
표 Table 1. Mean and standard deviation for conversation expectancy violation
그림 Figure 3. Mean and standard deviation for psychological distance
표 Table 2. Mean and standard deviation for psychological distance
그림 Figure 4. Mean and standard deviation for task proficiency
표 Table 3. Mean and standard deviation for task proficiency
그림 Figure 5. Mean and standard deviation for perceived intelligence
표 Table 4. Mean and standard deviation for perceived intelligence
그림 Figure 6. Mean and standard deviation for responsibility
표 Table 5. Mean and standard deviation for responsibility
그림 Figure 7. Mean and standard deviation for purchase intention
표 Table 6. Mean and standard deviation for purchase intention

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