Purpose The purpose of this study is to identify various consumer groups by analyzing the consumer's DISC behavior type targeting consumers who have used chatbots in online shopping malls. By analyzing the relationship between DISC behavior type, chat...
Purpose The purpose of this study is to identify various consumer groups by analyzing the consumer's DISC behavior type targeting consumers who have used chatbots in online shopping malls. By analyzing the relationship between DISC behavior type, chatbot information delivery method, and chatbot satisfaction, we want to reveal how the information delivery method by chatbots affects consumer satisfaction.
Design/methodology/approach This study constructed a research model based on previous studies focusing on chatbot's information delivery method, consumer satisfaction with chatbot, and DISC behavior type.
Findings According to the results of the empirical analysis, this study confirmed that there is a privacy concern in the form through the perceived privacy risk derived from the tendency to value privacy. In addition, this study confirmed that the behavior of Internet users involved in providing personal information is caused by perceived benefits that contradict privacy concerns.