Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Fashion Shopping Chatbot Characteristics on Service Acceptance Intention -Focusing on Anthropomorphism and Personalization-

패션쇼핑 챗봇 특성이 서비스 수용의도에 미치는 영향 -의인화와 개인화를 중심으로-

  • Jeong, Seul Gi (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Hur, Hee Jin (Dept. of Fashion Design & Business, Daejeon University) ;
  • Choo, Ho Jung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 정슬기 (서울대학교 의류학과) ;
  • 허희진 (대전대학교 패션디자인.비즈니스학과) ;
  • 추호정 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2019.08.29
  • Accepted : 2020.03.20
  • Published : 2020.08.31
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Abstract

This study analyzes consumers' responses toward chatbot services in a fashion retail context. Anthropomorphism and personalization of chatbots are proposed as critical features of a chatbot service that attract positive behavioral intentions from consumers. Social presence, trust, and enjoyment are expected to mediate associations among chatbot characteristics and consumers' acceptance of the service. The experiment was conducted in a controlled laboratory; participants were instructed to engage with a virtual shopping chatbot service via their cell phone and complete a questionnaire online. A total of 189 participants participated in this study along with and four experimental groups of 2 (anthropomorphism: high / low) × 2 (personalization: high / low) were formed with between-subject design. The collected data were analyzed using SPSS 25.0 and SPSS PROCESS Macro programs. The results show that the effect of anthropomorphism and personalization of chatbots on consumers' service acceptance intention when using fashion shopping chatbot service were mediated sequentially by social presence, trust, social presence and enjoyment. This study provides meaningful evidence on the effects of chatbots characterized by anthropomorphism and personalization on consumer responses, acceptance intention and associated psychological mechanisms by expanding the field of consumer behavior into chatbot services.

Keywords

References

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