Knowledge Management Research (지식경영연구)

The Knowledge Management Society of Korea (한국지식경영학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of Live Chat between Seller and Buyers in E-commerce on the Perceived Social Presence and Trust

전자상거래 라이브채팅의 유형이 소비자가 지각하는 판매자에 대한 사회적 실재감과 신뢰에 미치는 영향

  • Chen, Hongwei (Department of International Business, Graduate school of Hankuk University of Foreign Studies) ;
  • Lee, Jung (Hankuk University of Foreign Studies, Division of GBT)
  • 진굉위 (한국외국어대학교 대학원 국제경영학과) ;
  • 이정 (한국외국어대학교 GBT학부)
  • Received : 2021.01.28
  • Accepted : 2021.03.06
  • Published : 2021.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study aims to explore how the effects of the perceived social presence on trust and live chat adoption intention vary with the types of live chats in e-commerce context. As technology develops, live chat with the seller in e-commerce is rapidly replaced by AI-assisted live chat called chat-bot. However, it is not well known how the buyers perceive the difference between the chat with seller and the chat-bot. This study therefore proposes first, the perceived social presence toward the seller will influence trust and the live chat adoption. Second, the effects of social presence will be stronger when using live chat with seller than using chat-bot. To validate, we collect data from 232 e-commerce users and confirm the first proposition. However, the higher level of the social presence effect of live chat with seller is not clearly revealed. This study is expected to provide researchers and managers who are interested in AI-based chatbots with useful theoretical and practical implications.

본 연구는 전자상거래에 있어 구매자가 판매자에 대해 지각하는 사회적 실재감이 신뢰와 라이브채팅 사용의도에 미치는 영향을 알아보고, 그러한 영향력이 라이브 채팅의 유형에 따라 어떻게 변하는 지 함께 살펴본다. 인공지능 관련 기술이 발달함에 따라 판매자와 구매자 간 라이브 채팅은 챗봇으로 빠르게 대체되고 있는데, 구매자들이 실제 판매자가 아닌 챗봇이 주도하는 라이브 채팅에 대해 어떻게 인지하고 있는지는 많은 연구가 되어 있지 않다. 이에 본 연구는 우선 사회적 실재감이 신뢰에 라이브 채팅 사용의도에 영향을 미칠 것이라 제안하고, 그 영향력은 챗봇의 경우보다 실제 판매자와의 상담일 경우 더 클 것이라 제안한다. 검증을 위해 232명의 전자상거래 사용자들에게 판매자와 챗봇 두 가지 종류의 라이브 채팅을 경험하게 한 후 설문을 진행하였다. 분석 결과 사회적 실재감은 신뢰와 라이브 챗 사용의도에 유의미한 영향을 미치는 것으로 나타났으나, 채팅 유형에 따른 영향력의 차이는 두드러지지 않았다. 본 연구의 결과를 통해 인공지능 기반 챗봇의 역할에 관심을 가지고 있는 많은 연구자들과 전자상거래 사업자를 포함한 실무자들에게 유용한 이론적, 실제적 함의를 제공할 것으로 기대한다.

Keywords

References

  1. 강영선, 최보름 (2019). 온라인 금융 상담 서비스에서 이모티콘 사용이 서비스 사용의도에 미치는 영향: 상담원 유형과 주관적 금융지식의 조절 효과. 지식경영연구, 20(4), 99-118. https://doi.org/10.15813/kmr.2019.20.4.006
  2. 김태하, 차훈상, 박찬희, 위정현 (2020). 온라인 쇼핑몰 챗봇 사용자의 활용의도에 영향을 미치는 요인에 대한 실증 연구. 지식경영연구, 21(4), 211-225. https://doi.org/10.15813/KMR.2020.21.4.011
  3. 송유진, 김민희, 최세정 (2019). 쇼핑 챗봇에 대한 소비자 반응연구: 에이전트와 메시지 유형 효과를 중심으로. 한국HCI학회논문지, 14(2), 71-81. https://doi.org/10.17210/jhsk.2019.05.14.2.71
  4. 이홍주 (2019). 인공지능 속성에 대한 고객 태도 변화: AI 스피커 고객 리뷰 분석을 통한 탐색적 연구. 지식경영연구, 20(2), 25-42. https://doi.org/10.15813/kmr.2019.20.2.002
  5. 황하성 (2007). 사회적 현존감 측정도구 개발에 대한 탐색적 연구: 인스턴트 메신저 이용사례를 중심으로. 언론과학연구, 7(2), 529-561.
  6. Abdul-Kader, S. A., & Woods, J. (2015). Survey on chatbot design techniques in speech conversation systems. International Journal of Advanced Computer Science and Applications, 6(7), 72-80.
  7. Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. MA: Addison-Wesley, Reading.
  8. Ask, A. J., Facemire, M., & Hogan, A. (2016). The state of chatbots-Pilot chatbots as part of your App+ mobile strategy. Forrester Research.
  9. Aslanzadeh, M., & Keating, B. W. (2014). Inter-channel effects in multichannel travel services: Moderating role of social presence and need for human interaction. Cornell Hospitality Quarterly, 55(3), 265-276. https://doi.org/10.1177/1938965514535974
  10. Bao, Y., Zhou, K. Z., & Su, C. (2003). Face consciousness and risk aversion: Do they affect consumer decision-making? Psychology and Marketing, 20(8), 733-755. https://doi.org/10.1002/mar.10094
  11. Basso, A., Goldberg, D., Greenspan, S., & Weimer, D. (2001). First impressions: Emotional and cognitive factors underlying judgments of trust e-commerce. Proceedings of the 3rd ACM Conference on Electronic Commerce, ACM Press, Tampa, Florida, New York, 137-143.
  12. Besedes, T., Deck, C., Sarangi, S., & Shor, M. (2012). Age effects and heuristics in decision making. The Review of Economics and Statistics, 94(2), 580-595. https://doi.org/10.1162/rest_a_00174
  13. Biocca, F., & Nowak, K. (2001). Plugging your body into the telecommunication system: Mediated embodiment, media interfaces, and social virtual environments. In C. Lin & D. Atkin (Eds.), Communication technology and society (pp. 407-447).
  14. Brehm, J. W. (1966). A theory of psychological reactance. New York, NY: Academic Press.
  15. Chattaraman, V., Kwon, W. S., & Gilbert, J. E. (2012). Virtual agents in retail web sites: Benefits of simulated social interaction for older users. Computers in Human Behavior, 28(6), 2055-2066. https://doi.org/10.1016/j.chb.2012.06.009
  16. Durlach, N., & Slater, M. (2000). Presence in shared virtual environments and virtual togetherness. Teleoperators and Virtual Environments, 9(2), 214-217. https://doi.org/10.1162/105474600566736
  17. Elkins, A. C., Derrick, D. C., Burgoon, J. K., & Nunamaker Jr, J. F. (2012). Predicting users' perceived trust in embodied conversational agents using vocal dynamics. Proceedings of the 45th Hawaii International Conference on System Science(HICSS), Maui, HI, USA, 579-588.
  18. Etemad-Sajadi, R. (2014). The influence of a virtual agent on web-users desire to visit the company: The case of restaurant's website. International Journal of Quality and Reliability Management, 31(4), 419-434. https://doi.org/10.1108/IJQRM-05-2013-0077
  19. Go, E., & Sundar, S. S. (2019). Humanizing chatbots: The effects of visual, identity and conversational cues on humanness perceptions. Computers in Human Behavior, 97, 304-316. https://doi.org/10.1016/j.chb.2019.01.020
  20. Gunawardena, C. M. (1995). Social presence theory and implications for interaction and collaborative learning in computer conference. International Journal of Educational Telecommunications, 1(2), 147-166.
  21. Heeter, C. (1992). Being there: The subjective experience of presence. Teleoperators and Virtual Environments, 1(2), 262-271. https://doi.org/10.1162/pres.1992.1.2.262
  22. Hong, Y., Peng, J., Burtch, G., & Huang, N. (2018). Do you have time for a quick chat? Direct messaging system usage and hiring outcomes in online labor markets. University of Connecticut School of Business Research Paper, pp. 18-14.
  23. Hussain, S., Sianaki, O. A., & Abalneh, N. (2019). A survey on conversational agents/chatbots classification and design techniques. In Workshops of the International Conference on Advanced Information Networking and Applications, Springer, Cham, pp. 946-956.
  24. Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an internet store. Information Technology and Management, 1(1), 45-71. https://doi.org/10.1023/A:1019104520776
  25. Jin, B. J., Park, Y., & Kim, J. (2008). Cross-cultural examination of the relationships among firm reputation, e-satisfaction, e-trust, and e-loyalty. International Marketing Review, 25(3), 324-337. https://doi.org/10.1108/02651330810877243
  26. Kang, L., Wang, X., Tan, C. H., & Zhao, J. L. (2015). Understanding the antecedents and consequences of live chat use in electronic markets. Journal of Organizational Computing and Electronic Commerce, 25(2), 117-139. https://doi.org/10.1080/10919392.2015.1033935
  27. Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in my hand: Who's the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15-25. https://doi.org/10.1016/j.bushor.2018.08.004
  28. Knapp, M. L. (1972). Nonverbal communication in human interaction. New York: Holt, Rinehart and Winston.
  29. Komiak, S. Y., & Benbasat, I. (2006). The effects of personalization and familiarity on trust and adoption of recommendation agents. MIS Quarterly, 30(4), 941-960. https://doi.org/10.2307/25148760
  30. Lombard, M., & Ditton, T. (1997). At the heart of it all: The concept of presence. Journal of Computer-Mediated Communication, 3(2), JCMC321.
  31. Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225-237. https://doi.org/10.1016/j.chb.2015.11.057
  32. Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734. https://doi.org/10.5465/AMR.1995.9508080335
  33. McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334-359. https://doi.org/10.1287/isre.13.3.334.81
  34. McLean, G., & Osei-Frimpong, K. (2017). Examining satisfaction with the experience during a live chat service encounter-implications for website providers. Computers in Human Behavior, 76, 494-508. https://doi.org/10.1016/j.chb.2017.08.005
  35. McLean, G., & Wilson, A. (2016). Evolving the online customer experience…Is there a role for online customer support? Computers in Human Behavior, 60, 602-610. https://doi.org/10.1016/j.chb.2016.02.084
  36. McLeod, P., Baron, R., Marti, M., & Yoon, K. (1997). The eyes have it: Minority influence in face-to-face and computer mediated group discussion. Journal of Applied Psychology, 82(5), 706-718. https://doi.org/10.1037/0021-9010.82.5.706
  37. Mero, J. (2018). The effects of two-way communication and chat service usage on consumer attitudes in the e-commerce retailing sector. Electronic Markets, 28(2), 205-217. https://doi.org/10.1007/s12525-017-0281-2
  38. Nagar, K., & Gandotra, P. (2016). Exploring choice overload, internet shopping anxiety, variety seeking and online shopping adoption relationship: Evidence from online fashion stores. Global Business Review, 17(4), 851-869. https://doi.org/10.1177/0972150916645682
  39. Ou, C. X. J., & Davison, R. M. (2009). Why eBay lost to TaoBao in China: The global advantage. Communications of the ACM, 52(1), 145-148. https://doi.org/10.1145/1435417.1435450
  40. Ou, C. X. J., Davison, R. M., Pavlou, P. A., & Li, M. Y. (2008). Leveraging rich communication tools: Evidence of online trust and guanxi in China. ICIS 2008 Proceedings, 66.
  41. Ou, C. X., Pavlou, P. A., & Davison, R. (2014). Swift guanxi in online marketplaces: The role of computer-mediated communication technologies. MIS Quarterly, 38(1), 209-230. https://doi.org/10.25300/MISQ/2014/38.1.10
  42. Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450.
  43. Park, J., & Lennon, S. J. (2006). Psychological and environmental antecedents of impulse buying tendency in the multichannel shopping context. Journal of consumer Marketing, 23(2), 56-66. https://doi.org/10.1108/07363760610654998
  44. Park, S. (2005). The mechanics of online social interaction: How cyberspace and physical territory interplay in Korean computer-mediated communication environments. Temple University.
  45. Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 197-226.
  46. Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37-59. https://doi.org/10.1287/isre.1040.0015
  47. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903. https://doi.org/10.1037/0021-9010.88.5.879
  48. Qiu, L., & Benbasat, I. (2005). Online consumer trust and live help interfaces: The effects of text-to-speech voice and three-dimensional avatars. International Journal of Human Computer Interaction, 19(1), 75-94. https://doi.org/10.1207/s15327590ijhc1901_6
  49. Rice, R. E., & Case, D. (1983). Electronic message systems in the university: A description of use and utility. Journal of Communication, 33(1), 131-152. https://doi.org/10.1111/j.1460-2466.1983.tb02380.x
  50. Schwartz, B. (2004). The paradox of choice: Why more is less. New York: HarperCollins.
  51. Short, J. A., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. London: John Wiley and Sons, Ltd.
  52. Solomon, M. R., Surprenant, C., Czepiel, J. A., & Gutman, E. G. (1985). A role theory perspective on dyadic interactions: The service encounter. Journal of Marketing, 49(1), 99-111. https://doi.org/10.2307/1251180
  53. Song, X., & Christen, C. T. (2019). Applying schema resonance model in live chat e-service. Journal of Service Theory and Practice, 29(3), 258-281. https://doi.org/10.1108/JSTP-10-2018-0215
  54. Stanton, J. V., & Paolo, D. M. (2012). Information overload in the context of apparel: Effects on confidence, shopper orientation and leadership. Journal of Fashion Marketing and Management, 16(4), 454-476. https://doi.org/10.1108/13612021211265854
  55. Tombs, A., & McColl-Kennedy, J. R. (2003). Social-service scape conceptual model. Marketing Theory, 3(4), 447-475. https://doi.org/10.1177/1470593103040785
  56. Truel, O., & Connelly, C. E. (2013). Too busy to help: Antecedents and outcomes of interactional justice in web-based service encounters. International Journal of Information Management, 33(4), 674-683. https://doi.org/10.1016/j.ijinfomgt.2013.03.005
  57. Tung, V. W. S., & Law, R. (2017). The potential for tourism and hospitality experience research in human-robot interactions. International Journal of Contemporary Hospitality Management, 29(10), 2498-2513. https://doi.org/10.1108/IJCHM-09-2016-0520
  58. Turkle, S. (2016). Reclaiming conversation: The power of talk in a digital age. New York: Penguin.
  59. Wakefield, L., & Inman, J. (2003). Situational price sensitivity: The role of consumption occasion, social context, and income. Journal of Retailing, 79(4), 199-212. https://doi.org/10.1016/j.jretai.2003.09.004
  60. Wang, Y. D., & Emurian, H. H. (2005). An overview of online trust: Concepts, elements, and implications. Computers in Human Behavior, 21(1), 105-125. https://doi.org/10.1016/j.chb.2003.11.008
  61. Zhang, H., Lu, Y., Shi, X., Tang, Z., & Zhao, Z. (2012). Mood and social presence on consumer purchase behavior in C2C e-commerce in Chinese culture. Electronic Markets, 22(3), 143-154. https://doi.org/10.1007/s12525-012-0097-z