The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of the Experience Clue of Chatbot Service in E-Commerce on Customer Experience and Trust

이커머스 챗봇서비스의 경험 단서가 고객경험과 신뢰에 미치는 영향

  • 최상묵 (대전대학교 융합컨설팅학과) ;
  • 최도영 (대전대학교 경영학과)
  • Received : 2022.10.06
  • Accepted : 2022.12.21
  • Published : 2022.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose The purpose of this study was to investigate the experience cues of chatbot services provided to existing customers familiar with the e-commerce environment, and to examine the effect of chatbot service's experience cues on customer experience and chatbot trust. Design/methodology/approach This study was conducted on consumers who experienced chatbot services in an e-commerce environment, the final 299 copies of valid data were obtained, and the research hypothesis was verified using PLS as a structural equation model. Findings As a result of the analysis, it was found that functional cues that cause customer experiences using chatbot services had a positive effect on cognitive and emotional experiences, human cues had a positive effect on cognitive, emotional and relational experiences, and customer experiences had a positive effect on chatbot trust.

Keywords

References

  1. 고경순, "경험마케팅: 전략 & 관리", 도서출판 대명, 2004.
  2. 권재일, 김영규, "항공사의 문화마케팅이 기업 이미지와 관계품질에 미치는 영향: 국내대형항공사를 중심으로," 관광연구, 제29권, 제2호, 2014, pp. 229-242.
  3. 김상조, "온라인 경험가치가 소비자 신뢰 및 감정에 미치는 영향," 통상정보연구, 제10권, 제1호, 2008, pp. 117-135. https://doi.org/10.15798/KAICI.10.1.200803.117
  4. 김수정, 박철, "챗봇 서비스품질이 고객경험과 재사용의도에 미치는 영향," 고객만족 경영연구, 제23권, 제1호, 2021, pp. 119-142. https://doi.org/10.22903/JBR.2008.23.3.119
  5. 김진우, 조혜인, 이봉규, "금융권챗봇서비스수용의도에 영향을 미치는 요인 연구: UTAUT 모형을 중심으로," 디지털콘텐츠학회논문지, 제20권, 제1호, 2019, pp. 41-50.
  6. 박종철, 오혜영, 홍성준, "서비스 품질-고객만족 관계에서의 심리적 메커니즘 고찰," 소비자학 연구, 제22권, 제2호, 2011, pp. 179-202.
  7. 송유진, 김민희, 최세정, "쇼핑챗봇에대한소비자반응 연구: 에이전트와 메시지 유형효과를 중심으로," 한국HCI 학회논문지, 제14권, 제2호, 2019, pp. 71-81.
  8. 오동윤, 이수범, "프랜차이즈 커피전문점의 소비 경험이 지각된 가치, 브랜드 신뢰 및 브랜드 충성도에 미치는 영향," 관광연구저널, 제27권, 제6호, 2013, pp. 99-116.
  9. 유시정, "서비스기업의 경쟁요인이 고객 구매의사결정에 미치는 영향에 관한 연구: 유통업에서의 단서 (Cues) 와 서비스품질 기대차원의 접근," 서비스경영학회지, 제5권, 제1호, 2004, pp. 3-25.
  10. 윤성준, 최동춘, "고객의 지각된 쇼핑경험에 대한 마케팅 이론적 접근," Asia Marketing Journal, 제10권, 제1호, 2008, pp. 95-131.
  11. 윤아영, 심승하, 정남호, 구철모, "SNS 품질과 SNS 제공기관에 대한 사용자의 신뢰 및 이미지, 지각된 유용성의 구조적 관계에 관한 연구," 관광연구, 제32권, 제2호, 2017, pp. 476-493.
  12. 이상식, 이형목, 권민진, "성공적인 고객 경험관리를 위한 서비스 경험 실사: 커피전문점 적용 사례 연구," 대한경영학회지, 제25권, 제1호, 2012, pp. 529-543.
  13. 이유재, 라선아, "서비스품질의 각 차원이 CS에 미치는 상대적 영향에 대한 연구: 기존 고객과 잠재고객의 비교를 중심으로," 마케팅연구, 제18권, 제4호, 2003, pp. 67-97.
  14. 이학식, 정주훈, 이호배, "광고효과의 조절변수로서 인지욕구와 감성강도의 평가," 마케팅연구, 제13권, 제1호, 1998, pp. 105-131.
  15. 이흥연, 문재영, 최승윤, "레스토랑 서비스의 다차원 품질과 다차원 고객가치 관계 연구: 패밀리레스토랑과 패스트푸드점의 비교 연구," 관광연구, 제27권, 제3호, 2012, pp. 311-335.
  16. 장희숙, 홍정화, "웨딩플래너의 인적서비스에  의한 고객 인지가치가 고객행동의도에 미치는 영향," 호텔경영학연구, 제22권, 제3호, 2013, pp. 317-333.
  17. 정옥경, 박철, "뷰티매장특성과 고객경험이 고객인게이지먼트에 미치는 영향: 언택트 성향의 조절효과를 중심으로," 한국유통학회 학술대회 발표논문집, 2020, pp. 35-45.
  18. 최도영, 이건창, "이성적 자극과 감성적 자극에 따른 인지처리 기능 및 재인효과 차이에 관한 연구: fMRI분석을 중심으로," 인지과학, 제27권, 제1호, 2016, pp. 61-99. https://doi.org/10.19066/COGSCI.2016.27.1.004
  19. 최상묵, 최도영, "이커머스 챗봇 환경에서의 고객경험이 신뢰의 전이에 미치는 영향: 사회적 실재감의 조절효과를 중심으로," 한국콘텐츠학회논문지, 제22권, 제7호, 2022, pp. 136-148. https://doi.org/10.5392/JKCA.2022.22.07.136
  20. 한국과학기술정책플랫폼협동조합, "포스트(POST) 코로나 시대의 정부혁신 과제 연구", KSPP, 2020.
  21. 한혜숙, 김영택, "항공사의 기내 인적서비스품질이 고객인지가치 및 고객만족과 고객 행동에 미치는 영향 연구," 서비스경영학회지, 제10권, 제1호, 2009, pp. 1-21. https://doi.org/10.15706/JKSMS.2009.10.1.001
  22. Babin, B. J., Lee, Y. K., Kim, E. J., and Griffin, M., "Modeling Consumer Satisfaction and Word-of-mouth: Restaurant Patronage in Korea," Journal of Services Marketing, 2005.
  23. Berry, L. L., Wall E. A., and Carbone, L. P., "Service Clues and Customer Assessment of the Service Experience: Lessons from Marketing," Academy of Management Perspectives, Vol. 20, No. 2, 2006, pp. 43-57. https://doi.org/10.5465/amp.2006.20591004
  24. Berry, L. L., "Relationship Marketing of Services-Growing Interest, Emerging Perspectives," Journal of the Academy of Marketing Science, Vol. 23, No. 4, 1995, pp.236-245. https://doi.org/10.1177/009207039502300402
  25. Bilgihan, A., and Bujisic, M., "The Effect of Website Features in Online Relationship Marketing: A Case of Online Hotel Booking," Electronic Commerce Research and Applications, Vol. 14, No. 4, 2015, pp. 222-232. https://doi.org/10.1016/j.elerap.2014.09.001
  26. Bilgili, B., Candan, B., and S. Bilgili, S., "A Research Study on the Relationship among Relational Benefit, Perceived Quality, Image and Customer Loyalty in Different Hospitality Businesses," International Journal of Management Cases, Vol. 16, No. 3, 2014, pp. 20-39.
  27. Brakus, J. J., Schmitt, B. H., and Zarantonello, L., "Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?," Journal of Marketing, Vol. 73, No. 3, 2009, pp. 52-68. https://doi.org/10.1509/jmkg.73.3.52
  28. Chauhan, S., Akhtar, A., and Gupta, A., "Customer Experience in Digital Banking: A Review and Future Research Directions," International Journal of Quality and Service Sciences, 2022.
  29. Chiles, T. H., and McMackin, J. F., "Integrating  Variable Risk Preferences, Trust, and Transaction Cost Economics," Academy of Management Review, Vol. 21, No. 1, 1996, pp.73-99. https://doi.org/10.2307/258630
  30. Crosby, L. A., Evans, K. R., and Cowles, D., "Relationship Quality in Services Selling: an Interpersonal Influence Perspective," Journal of Marketing, Vol. 54, No. 3, 1990, pp. 68-81. https://doi.org/10.2307/1251817
  31. Davis, F. D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly, 1989, pp. 319-340.
  32. Epstein, S., Pacini, R., Denes-Raj, V., and Heier, H., "Individual Differences in Intuitive-Experiential and Analytical -Rational Thinking Styles," Journal of Personality and Social Psychology, Vol. 71, No. 2, 1996, pp. 390.
  33. Fernandes, T., and Cruz, M., "Dimensions and Outcomes of Experience Quality in Tourism: The Case of Port Wine Cellars," Journal of Retailing and Consumer Services, Vol. 31, 2016, pp. 371-379. https://doi.org/10.1016/j.jretconser.2016.05.002
  34. Gefen, D., Straub, D., and Boudreau, M. C., "Structural Equation Modeling and Regression: Guidelines for Research Practice," Communications of the Association for Information Systems, Vol. 4, No. 1, 2000, pp. 7.
  35. Godovykh, M., and Tasci, A. D., "Customer Experience in Tourism: A Review of Definitions, Components, and Measurements," Tourism Management Perspectives, Vol. 35:100694, 2020.
  36. Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., and Sarstedt, M., "A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)", Sage publications, 2021.
  37. Han, H., Yu, J., and Lee, H., "Lovemarks and Effect of In-flight Product Performance on Airline Passengers' Purchase Intention," Social Behavior and Personality: An International Journal, Vol. 48, No. 4, 2020, pp. 1-10.
  38. Herrero, A., and San Martin, H., "Developing and Testing a Global Model to Explain the Adoption of Websites by Users in Rural Tourism Accommodations," International Journal of Hospitality Management, Vol. 31, No. 4, 2012, pp. 1178-1186.
  39. Holbrook, M. B., and Hirschman, E. C., "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Vol. 9, No. 2, 1982, pp. 132-140. https://doi.org/10.1086/208906
  40. JI, S. G., and CHA, A. Y., "The Effects of Chatbot Service Quality, Trust, and Satisfaction on Chatbot Reuse Intention and Store Reuse Intention," The Journal of Industrial Distribution & Business, Vol. 11, No. 12, 2020, pp. 29-38.
  41. Johnson, D., and Grayson, K., "Cognitive and  Affective Trust in Service Relationships," Journal of Business Research, Vol. 58, No. 4, 2005, pp. 500-507.
  42. Kim, C., Zhao, W., and Yang, K. H., "An Empirical Study on the Integrated Framework of E-CRM in Online Shopping," Journal of Electronic Commerce in Organizations (JECO), Vol. 6, No. 3, 2008, pp. 1-19.
  43. Koufaris, M., Kambil, A., and Labarbera, P. A., "Consumer Behavior in Web-based Commerce: An Empirical Study," International Journal of Electronic Commerce, Vol. 6, No. 2, 2001, pp. 115-138.
  44. Meyer, C., and Schwager, A., "Understanding Customer Experience," Harvard Business Review, Vol. 85, No. 2, 2007, pp. 116.
  45. Moon, J. W., and Kim, Y. G., "Extending the TAM for a World-Wide-Web Context," Information & Management, Vol 38, No. 4, 2001, pp. 217-230. https://doi.org/10.1016/S0378-7206(00)00061-6
  46. Otto, J. E., and Ritchie, J. B., "The Service Experience in Tourism," Tourism Management, Vol. 17, No. 3, 1996, pp. 165-174.
  47. Ozdemir, V. E., and Hewett, K., "The Effect of Collectivism on the Importance of Relationship Quality and Service Quality for Behavioral Intentions: A Cross-national and Cross-contextual Analysis," Journal of International Marketing, Vol. 18, No. 1, 2010, pp. 41-62.
  48. Pine, B. J., and Gilmore, J. H., "Welcome to the Experience Economy," Harvard Business Review, 1998, pp. 29-36.
  49. Rodriguez-Campo, L., Alen-Gonzalez, E., Antonio Fraiz-Brea, J., and Louredo-Lorenzo, M., "A Holistic Understanding of the Emotional Experience of Festival Attendees," Leisure Sciences, Vol. 44, No. 4, 2019, pp. 1-199.
  50. Roest, H., and Rindfleisch, A., "The Influence of Quality Cues and Typicality Cues on Restaurant Purchase Intention," Journal of Retailing and Consumer Services, Vol. 17, No. 1, 2010, pp.10-18. https://doi.org/10.1016/j.jretconser.2009.08.007
  51. Rose, S., Clark, M., Samouel, P., and Hair, N., "Online Customer Experience in E-retailing: an Empirical Model of Antecedents and Outcomes," Journal of Retailing, Vol. 88, No. 2, 2012, pp. 308-322. https://doi.org/10.1016/j.jretai.2012.03.001
  52. Schmitt, B., "Experiential Marketing," Journal of Marketing Management, Vol. 15, No. 1-3, 1999, pp. 53-67. https://doi.org/10.1362/026725799784870496
  53. Shaw, C., and Ivens, J., "Building Great Customer Experiences," Vol. 241, London: Palgrave, 2002.
  54. Wester, Jr. F. E., "Understanding the Relationship Among Brands, Consumers, and Resellers," Journal of the Academy of Marketing Science, Vol. 28, No. 1, 2000, pp. 17-40. https://doi.org/10.1177/0092070300281002