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- 저자 : 진굉위 (검색결과 1 건)
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챗봇 상담이 소비자가 지각하는 판매자에 대한 사회적 실재감과 신뢰에 미치는 영향
진굉위 韓國外國語大學校 大學院 2021 국내석사
Facing opportunities and challenges in the e-commerce environment, online retailers are offering real-time consulting services such as “Live Chat” to customers in order to win in the fierce market competition and low conversion rates. Through this live chat, customers can initiate a chat anytime and anywhere to express their doubts or ask for more information, and the online retailer will give an immediate reply to reassure the customer. Now more and more consumers are willing to use live chat to communicate with online store. Therefore, this study argues that consumers use live chat because they trust it. In addition, with the development of artificial intelligence technologies such as natural language processing and deep learning, many businesses have begun to use AI-based chatbots to provide real-time consulting services to consumers. While live chat is generally well received by consumers, for chatbots, regardless of the extensive use of chatbots by several business leaders in recent years, consumers’ acceptance and its continuance usage remain relatively low. In this study, live chat was divided into two types, namely, ‘chatbots’ and 'human live chat’, aimed explore the differences in social presence and trust in chatbots and human live chat are perceived by consumers in e-commerce. Specifically, there are three research problems. The first is 'Do customers care whether consulting service provider is human or artificial'. It's a question of whether the rapid growth of AI enabled people to break the stereotype that "Chatbots are very foolish", and start to face up to the usefulness of chatbots. The second is ‘How do consumers differently form a level of trust about chatbots and human live chat, and how do these impact their behavior’. Many studies have shown that human live chat can be used to solve the lack of trust, however, we explored whether chatbots can win consumer’ trust. The third is ‘How do consumers differently form a sense of social presence about chatbots and human live chat, and how do these impact their behavior’. Considering that social presence generally has a positive effect on the consumer behavior, we explored the differences between chatbots and human live chat. The questionnaire was distributed online to gather the data required to test the research hypotheses. The sample frame consisted of consumers from the China between 20s and 40s who general use Taobao, JD.com online shopping platforms. The respondents were shown two live chat scenarios(shown in pictures and videos) in turn with the Xiaomi 5G smartphone as the stimulus, and were asked the same questions about social presence, trust and usage intention. The two scenarios highlight that chatbots mainly focus on keyword-oriented explanations compared with human live chat, and, it is difficult to form consensus such as additional questions and emoticons. After insincere responses were excluded, 232 were used for the final analysis. The analysis was performed using the SPSS and AMOS. T-test analysis confirmed that the live chat type variable was successfully manipulated. Frequency analysis was conducted to identify demographic characteristics. Exploratory factors analysis and reliability analysis were performed to verify the validity and reliability of variables. Pearson correlation coefficient was conducted to verify the possibility of multi-collinearity. Finally, structural equation modeling was performed to verify the hypothesis. Through analysis, the results are as follows. First, except the attentional allocation, mutual understanding and emotional connectedness have a significant and positive impact on consumer trust formation and live chat usage intentions. Second, the mediating effect of trust has been demonstrated. Third, the moderating effect of chatbots was not statistically significant, which seems to confirm that people have changed their stereotype about chatbots from thinking they are stupid to embrace their benefits. The implications of this study are as follows. First, this study explored the differences in social presence and trust in chatbots and human live chat. It can contribute much to the implementation of AI-based chatbots which has recently received much attention. Second, when e-commerce operators provide human chatting services to consumers, the chatting provider' understanding ability and language expression ability, etc., to obtain consumer trust and improve live chat usage intentions is very important, which in turn may increase the purchase rate of consumers and bring benefits to the businesses. Third, today's artificial intelligence technology has advanced a lot, but the success or failure of the chatbots service lies in the understanding capacity of the chatbots, so it is necessary to educate the chatbots well. Fourth, businesses that are using chatbots will be able to win consumers' hearts more easily by spreading chatbots counseling services among millennials a breakthrough. Fifth, to maximize profits, managers will be able to combine chatbots with human live chat to provide better service to consumers.
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