The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Chat GPT's e-Service Quality on Learning Performance through Perceived Value and Innovation

Chat GPT의 e-서비스 품질이 지각된 가치와 혁신성을 통해 학습성과에 미치는 영향

  • 박철훈 (공주대학교 AI융합교육학과) ;
  • 조아라 (경희대학교 경영대학원) ;
  • 채영일 (인천재능대학교 뉴미디어마케팅학과)
  • Received : 2023.08.20
  • Accepted : 2023.09.05
  • Published : 2023.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

In the Fourth Industrial Revolution era, AI technologies, such as Chat GPT, have moved beyond assisting to actively analyzing data and providing solutions. This research assessed Chat GPT's e-service quality's influence on perceived value, innovativeness, and subsequent learning outcomes. Findings revealed that while ease of use and responsiveness weren't significant, safety and reliability were positively related to perceived value and innovativeness. A negative correlation was found between trustworthiness and perceived value. Users who saw Chat GPT as valuable and innovative experienced enhanced learning. The study emphasizes the need for guidelines in deploying Chat GPT academically. Given Chat GPT's recent introduction, further nuanced research is necessary.

4차 산업혁명 시대에는 Chat GPT 등 AI 기술이 단순한 지원을 넘어 적극적으로 데이터를 분석하고 솔루션을 제공하는 수준으로 발전하였다. 이에 본 연구에서는 Chat GPT의 e-서비스 품질이 인식된 가치, 혁신성 및 후속 학습 결과에 미치는 영향에 대해 연구를 진행하였다. 본 연구 결과 사용 편의성과 반응성은 중요하지 않았지만, 안전성과 신뢰성은 인지된 가치 및 혁신성에 긍정적인 관련이 있는 것으로 나타났다. 또한, 신뢰도와 인지된 가치 사이에는 부(-)의 영향관계가 있는 것으로 나타났다. 이러한 결과는 Chat GPT가 가치 있고 혁신적인 것으로 Chat GPT를 통해 학습성과에 영향을 주는 것으로 나타났다. 본 연구에서는 Chat GPT를 학술적으로 배포하는 데 지침이 필요하다는 점을 중요하게 보여주는 연구로 제시하고자 합니다. 또한, Chat GPT가 최근 도입된 점을 고려하면 좀 더 세부적인 연구가 필요하다고 판단되어 집니다.

Keywords

References

  1. Agarwal, R., & Prasad, J, "A conceptual and operational definition of personal innovativeness in the domain of information technology," Information Systems Research, Vol. 9, No. 2, pp. 204-215, 1988. https://doi.org/10.1287/isre.9.2.204
  2. Atuahene-Gima, K, "Market orientation and innovation," Journal of business research, Vol. 35, No. 2, pp. 93-103, 1996. https://doi.org/10.1016/0148-2963(95)00051-8
  3. Baumgartner, H., and Steenkamp, J. B. E., "Exploratory consumer buying behavior: Conceptualization and measurement," International Journal of Research in Marketing, Vol. 13, No. 2, pp. 121-137, 1996. https://doi.org/10.1016/0167-8116(95)00037-2
  4. Broekbuizen, T. L. J. & Jager, W, "A Conceptual Model of Channel Choice:Measuring Online and Offline Shopping Value Perceptions," Proceedings from the EMAC Conference, Vol. 5, pp. 18-21, 2004.
  5. Chang, T.Z. & Wildt, A., "Price, Product Information, and Purchase Intention: An Empirical Study," Journal of the Academy of Marketing Science, Vol. 22, No. 1, pp. 16-27, 1994. https://doi.org/10.1177/0092070394221002
  6. Choi, Y-G., Choi, D-C & Lee, S-S, "The Effect of Components of Interactivity on Satisfaction, Trust, Commitment and Loyalty in Online Community," Journal of Korean Society for Quality Management, Vol. 35, No. 4, pp. 123-139, 2007.
  7. Cronin Jr, J. J., & Taylor, S. A, "Measuring service quality: a reexamination and extension," Journal of marketing, Vol. 56, No. 3, pp. 55-68, 1992. https://doi.org/10.1177/002224299205600304
  8. Deshpande, R., Farley, J. U., & Webster Jr, F. E, "Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis," Journal of marketing, Vol. 57, No. 1, pp. 23-37, 1993. https://doi.org/10.1177/002224299305700102
  9. Dickson, P. R, "Toward a general theory of competitive rationality," Journal of marketing, Vol. 56, No. 1, pp. 69-83, 1992. https://doi.org/10.1177/002224299205600107
  10. Dodds, W. B, "In search of value: how price and store name information influence buyers'product perceptions," Journal of Consumer Marketing, Vol. 8, No. 2, pp. 15-24, 1991. https://doi.org/10.1108/07363769110034974
  11. Fornell, C., & Larcker, D. F, "Evaluating structural equation models with unobservable variables and measurement error," Journal of marketing research, Vol. 18, No. 1, pp. 39-50, 1981. https://doi.org/10.1177/002224378101800104
  12. Goldsmith, R. E. & Hofacker, C., "Measuring consumer innovativeness," Journal of the Academy of Marketing Science, Vol. 19, No. 3, pp. 209-221, 1991. https://doi.org/10.1007/BF027226497
  13. Gwinner, K. P., Gremler, D. D., & Bitner, M. J, "Relational benefits in services industries: the customer's perspective," Journal of the academy of marketing science, Vol. 26, pp. 101-114, 1998. https://doi.org/10.1177/0092070398262002
  14. Hirschman, E. C, "Innovativeness, novelty seeking, and consumer creativity," Journal of Consumer Researcch, Vol. 7(Dec), pp. 289-295, 1980. https://doi.org/10.1086/208816
  15. Hong, S-H, "The Criteria for Selecting Appropriate Fit Indices in Structural Equation Modeling and Their Rationales," Korean Journal of Clinical Psychology, Vol. 19, No. 1, pp. 161-177,
  16. Jie, X., Park, C., & Lee, S. B, "The Effect of Xiaohongshu Service Quality on the Stickiness Through the Emotional Responses of Users," The International Journal of Advanced Smart Convergence, Vol. 10, No. 4, pp. 183-197, 2021. DOI : 10.7236/IJASC.2021.10.4.183
  17. Jo, I-H & Kim, Y-H., "An analysis of the structural relationships among undergraduate students' learning motivations, cognitive strategies, and academic achievements," The journal of Educational Studies, Vol. 45, No. 2, pp. 77-98, 2014. UCI : G704-001618.2014.45.2.001 G704-001618.2014.45.2.001
  18. Jung, Y-K, "A Study on the Use of Chat GPT and Copyright Issues," Science, Technology and Law, Vol. 14, No. 1, pp. 141-180, 2023. https://doi.org/10.34267/cbstl.2023.14.1.141
  19. Kang, H-C, "Discussions on the Suitable Interpretation of Model Fit Indices and the Strategies to Fit Model in Structural Equation Modeling," Journal of The Korean Data Analysis Society, Vol. 15, No. 2, pp. 653-668, 2013. UCI : G704-000930.2013.15.2.014
  20. Kang, J-H & Kim, M-O, "The Effects of Smart-Work Environment on Job Satisfaction, Job Stress, and Affective Commitment of Legal Office Professionals - Moderated by Personal Innovation," Journal of Secretarial Studies, Vol. 26, No. 1, pp. 5-31, 2017. DOI : 10.35605/jss.2017.04.26.1.5
  21. Kang, M-S & Park, S-K, "Assessing the Effects of Service Quality on Student Satisfaction, Reputation and Loyalty : The Case of University Education," The Korean Educational Administration Society, Vol. 29, No. 1, pp. 153-174, 2011. UCI : G704-000511.2011.29.1.006 G704-000511.2011.29.1.006
  22. Kim, J-W., Lee, K-H. & Chung, H-S, "An Empirical Study for the Management Performance of Primary Medical Centers," Journal of the Korea Industrial Information Systems Research, Vol. 13, No. 3, pp. 87-99, 2008. UCI : G704-001793.2008.13.3.001 G704-001793.2008.13.3.001
  23. Kim, M-J & Lee, S-B, "The effect of the perceived benefit and sacrifice of delivery application service users in the food industry on perceived value and behavioral intention : Using the value-based adoption model (VAM)," International Journal of Tourism and Hospitality Research, Vol. 32, No. 2, pp. 217-233, 2018. DOI : 10.21298/IJTHR.2018.02.32.2.217
  24. Kim, O-H & Choi, E-J, "Affective Outcome According to KCUE-Q1(Korean College and University Education Questionnaire) in Nursing Students," The Journal of the Korea Contents Association, Vol. 14, No. 10, pp. 862-872, 2014. DOI : 10.5392/JKCA.2014.14.10.862
  25. Kim, S-G., Sung, H-N & Jeong, D-Y, "What Quality Factors Affect to the e-Learning Performance," The Journal of Information Systems, Vol. 16, No. 1, pp. 201-230, 2007. UCI G704-001596.2007.16.1.010
  26. Kim, Y-C., Joo, Y-H. & Yoon, S-H, "A Study on the Interrelation between Adoption Intentions of Innovative Services in ICT Market," International Telecommunications Policy Review, Vol. 12, No. 1, pp. 25-54, 2005. UCI : G704-000415.2005.12.1.006
  27. Kim, Y-M & Park, K-H, "The Effects of Learning Presence on Learning Flow and Learning Performance in e-Learning," The e-Business Studies, Vol. 19, No. 3, pp. 99-115, 2018. DOI : 10.20462/TeBS.2018.6.19.3.99
  28. Kim, Y-K, "The Relationship of Market Orientation, Organizational Learning and Innovativeness with New Product Development and Overall Performance," Journal of the Korea Industrial Information Systems Research, Vol. 18, No. 1, pp. 59-70, 2013. DOI.org/10.9723/jksiis.2013.18.1.059
  29. Lee, H-S & Kim, Y, "Service Quality and Service Value," Asia Marketing Journal, Vol. 1, No. 2, pp. 77-99,
  30. Lee, H & Kim, J-H, "Effects of UTAUT on the Digital Literacy and Acceptance Intention of ChatGPT Users," The Society of Convergence Knowledge Transactions, Vol. 11, No. 2, pp. 33-43, 2023. DOI : 10.22716/sckt.2023.11.2.014
  31. Lee, J-E & Wang, S-R, "Examining the Role of University Education Service Quality on Perceived Value and Satisfaction," The e-Business Studies, Vol. 23, No. 4, pp. 193-210, 2022. https://doi.org/10.20462/tebs.2022.8.23.4.193
  32. Lee, M-K, "e - SERVQUAL : A Scale for Measuring Consumer Evaluations of Internet Service Quality," Korean Journal of Marketing, Vol. 17, No. 1, pp. 73-95, 2002. UCI : G704-000 341.2002.17.1.004 G704-000341.2002.17.1.004
  33. Lee, S. B., & Park, C, "A Study on the Influence of Youth Employment Education Characteristics on Job Seeking Activities through Learning Motivation. International," Journal of Advanced Culture Technology (IJACT), Vol. 8, No. 2, pp. 216-225, 2020.
  34. McDougall, G. H., & Levesque, T, "Customer satisfaction with services: putting perceived value into the equation," Journal of Services Marketing, Vol. 14, No. 5, pp. 392-410, 2000. https://doi.org/10.1108/08876040010340937
  35. Midgley, D. F. & Dowling, G. R, "Innovativeness: The concept and tts measurement," Journal of Consumer Research, Vol. 4, No. 4, pp. 229-242, 1978. https://doi.org/10.1086/208701
  36. Novak, T. P., Hoffman, D. L., & Yung, Y. F., "Measuring the customer experience in online environments: A structural modeling approach," Marketing science, Vol. 19, No. 1, pp. 22-42, 2000. https://doi.org/10.1287/mksc.19.1.22.15184
  37. Paek, Y-H, "The effect of OTA(Online Travel Agency) service quality on perceived value and consumer attitude," Domestic master's thesis Kyonggi University of Graduate School of Tourism & Hospitality, 2019.
  38. Parasuraman, A, "Reflections on gaining competitive advantage through customer value," Journal of the Academy of marketing Science, Vol. 25, No. 2, pp. 154-161, 1997. https://doi.org/10.1007/BF02894351
  39. Parasuraman, A. B. L. L., Zeithaml, V. A., & Berry, L, "SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality," Vol. 64, No. 1, pp. 12-40, 1998.
  40. Park, H-G, "Ask Chat GPT for directions," Marketing, Vol. 57, No. 3, pp. 34-46, 2023.
  41. Reichheld, F. F., & Sasser, W. E, "Zero defections: quality comes to services," Vol. 68, No. 5, pp. 105-111, 1990.
  42. Rust, R. T., Zahorik, A. J., & Keinngham, T. L, "Service marketing. New York : Harper Collins College Publishers," 1996.
  43. Shim, S-I, "Experience engagement process of exploring a commercial Website," The Korean Society of Science & Art, Vol. 15, pp. 307-307, 2014. DOI : 10.17548/ksaf.2014.03.15.307
  44. Shin, G-K & Kang, B-J, "The Effect of Quality Factors of M-Learning on User Satisfaction, the Corporate Employees' Intention to Use," Journal of Industrial Economics and Business, Vol. 31, No. 3, pp. 841-864, 2018. DOI.org/10.22558/jieb.2018.06.31.3.841
  45. Sink, D. S., Tuttle, T. C., & Shin, S. I, "Planning and measurement in your organization of the future.," 1989.
  46. Song, K-H., "The Study on the Non-face-to-face Educational Service Quality on Perceived Value and Learning Outcome: Focused on Students Majoring in Tourism," Journal of Tourism and Leisure Research, Vol. 33, No. 5, pp. 45-62, 2021. https://doi.org/10.31336/JTLR.2021.5.33.5.45
  47. Szymanski, D. M., & Hise, R. T, "E-satisfaction: an initial examination," Journal of retailing, Vol. 76, No. 3, pp. 309-322, 2000. https://doi.org/10.1016/S0022-4359(00)00035-X
  48. Vishwanath, A, "Impact of personality on technology adoption;an empirical model," Journal of the American Society for Information Science and Technology, Vol. 56, No. 8, pp. 803-811, 2005. https://doi.org/10.1002/asi.20169
  49. Wiklund, J, "The sustainability of the entrepreneurial orientation-performance relationship," Entrepreneurship theory and practice, Vol. 24, No. 1, pp. 37-48, 1999. https://doi.org/10.1177/104225879902400103
  50. Wolfinbarger, M., & Gilly, M. C, "eTailQ: dimensionalizing, measuring and predicting etail quality," Journal of retailing, Vol. 79, No. 3, pp. 183-198, 2003. https://doi.org/10.1016/S0022-4359 (03)00034-4
  51. Yang, J-I & Park, Y-M, "The Effect of University Education Service on Service Value, Recommendation Intention and Loyalty : Focused on the Airline Service Related Departments," Journal of Korea Service Management Society, Vol. 19, No. 5, pp. 17-40, 2018. DOI.org/10.15706/jksms.2018.19.5.002
  52. Yi, Y-J & Lee, J-Y, "A Reexamination of the Measurement and Consequences of Service Quality : Development and Application of the KS - SQI Model," Korean Journal of Marketing, Vol. 16, No. 1, pp. 1-26, 2001.
  53. Zeithaml, V. A, "Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence," Journal of marketing, Vol. 52, No. 3, pp. 2-22, 1998. https: //doi.org/10.1177/002224298805200302
  54. Zeithaml, V. A, "How consumer evaluation processes differ between goods and services," Marketing of services, Vol. 9, No. 1, pp. 25-32, 1981.
  55. Zeithaml, V. A., Parasuraman, A., & Malhotra, A., "A conceptual framework for understanding e-service quality: implications for future research and managerial practice (Vol. 115). Cambridge," MA: Marketing Science Institute, 2000.
  56. Zeithaml, V. A., Parasuraman, A., & Malhotra, A, "Service quality delivery through web sites; A critical review of extant knowledge," Journal of Academy of Marketing Science, Vol. 30, No. 4, pp. 362-375, 2002. https://doi.org/10.1177/009207002236911