Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Factors driving Fashion Chatbot Reliability -Focusing on the Mediating Effect of Perceived Intelligence and Positive Cognition-

패션상품 챗봇에 대한 신뢰 형성 요인 - 지각된 지능과 긍정적 인지의 매개효과를 중심으로 -

  • Lee, Ha Kyung (Dept. of Clothing & Textiles, Chungnam National University) ;
  • Yoon, Namhee (Human Ecology Research Center, Korea University)
  • 이하경 (충남대학교 의류학과) ;
  • 윤남희 (고려대학교 생활과학연구소)
  • Received : 2022.03.24
  • Accepted : 2022.04.27
  • Published : 2022.04.30
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Abstract

This study explores the effect of anthropomorphism on fashion chatbot reliability, mediated by perceived intelligence and cognitive evaluation. The moderating effects of individuals' need for human interaction between chatbot anthropomorphism and perceived intelligence, cognitive evaluation, and chatbot reliability are also explored. Participants, who were recruited through the online research firm, responded to questions after watching a video clip showing a conversation with a fashion chatbot on a mobile screen. The data were collected through Mturk, a crowdsourcing platform with an online research panel. All responses (N = 212) were analyzed using SPSS 26.0 for the descriptive statistics, frequency analysis, reliability analysis, exploratory factor analysis, and PROCESS procedure. The results demonstrate that chatbot anthropomorphism increases chatbot reliability, and this is mediated by chatbot intelligence. Although chatbot anthropomorphism increases cognitive evaluation, the effect of cognitive evaluation on chatbot reliability is not significant; thereby, the effect of chatbot anthropomorphism on chatbot reliability is not mediated by the cognitive evaluation. The direct effect of anthropomorphism on chatbot reliability is also moderated by individuals' need for human interaction. For participants with a high need for human interaction, chatbot anthropomorphism increases chatbot reliability; however, anthropomorphism does not significantly affect chatbot reliability for participants with a low need for human interaction. The study's findings contribute to expanding the literature on consumers' new technology acceptance by testing the antecedents affecting service reliability.

Keywords

Acknowledgement

이 논문은 2020년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2020S1A5B5A17091064).

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