온라인쇼핑몰의 챗봇시스템 특성이 지속사용의도에 미치는 영향: 중국 온라인쇼핑몰 이용자를 대상으로

초록

The Fourth Industrial Revolution has brought unprecedented changes, particularly with the development of AI and deep learning technologies, making AI chatbots a key driving force in many industries. Chatbots use AI and deep learning to engage in natural conversations with users and provide personalized and instant information. The COVID-19 pandemic has accelerated demand for contactless services, further promoting the development of chatbot technology. In this context, this study combines the SERVQUAL model and the Technology Acceptance Model (TAM) to examine how specific features of a chatbot system (ease of use, empathy, and responsiveness) influence user perceptions, including perceived usefulness, trust and continuous usage intention. A survey of Chinese consumers who have experience using online shopping platform chatbots was conducted to test the proposed model. The results indicate that ease of use and responsiveness have significant positive effects on perceived usefulness and trust, whereas empathy mainly affects trust. Both perceived usefulness and trust significantly influence users’ intention to use continuously. These findings highlight the importance of improving chatbot ease of use and responsiveness to enhance user trust and encourage sustained engagement in e-commerce. Overall, the results contribute to understanding the key determinants of chatbot use in online shopping platforms.

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