Asia Marketing Journal

  • 제25권3호
  • /
  • Pages.99-110
  • /
  • 2023
  • /
  • 1598-7868(pISSN)
  • /
  • 2765-6500(eISSN)
한국마케팅학회 (Korean Marketing Association)
권호 표지
DOI QR코드

DOI QR Code

Understanding the Continuance Intention to Use Chatbot Services

  • Jeeyeon Kim (Department of Management and Marketing, La Trobe University) ;
  • Yiling Li (School of Business, Yonsei University) ;
  • Jeonghye Choi (School of Business, Yonsei University)
  • 투고 : 2023.05.02
  • 심사 : 2023.08.04
  • 발행 : 2023.10.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Chatbot services have become an essential communication tool for interacting with consumers in e-commerce. To understand consumer behavior in the context of chatbot services, we apply the Theory of Planned Behavior (TPB) to analyze continuance intention to use and additional predictors to explain behavioral intention. An analysis of data collected from 300 digital shopping users who had experienced chatbot services revealed that an extended TPB model holds for the continuous use of chatbot services, driven by both interaction and information quality. Accordingly, these ndings provide a better understanding of consumer behavior toward chatbot services and valuable insights into digital customer relationship management.

키워드

과제정보

This research was supported by the fund of Yonsei Business Research Institute. This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2020S1A3A2A02093277). This research was supported by the Yonsei Signature Research Cluster Program of 2023-22-0014.

참고문헌

  1. Ajzen, Icek (1991), "The Theory of Planned Behavior," Organizational Behavior and Human Decision Processes, 50 (2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  2. Algesheimer, Rene, Utpal M. Dholakia, and Andreas Herrmann (2005), "The Social Influence of Brand Community: Evidence from European Car Clubs," Journal of Marketing, 69 (3), 19-34. https://doi.org/10.1509/jmkg.69.3.19.66363
  3. Arpaci, Ibrahim, Kerem Kilicer, and Salih Bardakci (2015), "Effects of Security and Privacy Concerns on Educational Use of Cloud Services," Computers in Human Behavior, 45, 93-98. https://doi.org/10.1016/j.chb.2014.11.075
  4. Ashfaq, Muhammad, Jiang Yun, Shubin Yu, and Sandra Maria Correia Loureiro (2020), "I, Chatbot: Modeling the Determinants of Users' Satisfaction and Continuance Intention of AI-Powered Service Agents," Telematics and Informatics, 54, 101473.
  5. Brachten, Florian, Tobias Kissmer, and Stefan Stieglitz (2021), "The Acceptance of Chatbots in an Enterprise Context-A Survey Study," International Journal of Information Management, 60, 102375.
  6. Celen, Bogachan, Andrew Schotter, and Mariana Blanco (2017), "On Blame and Reciprocity: Theory and Experiments," Journal of Economic Theory, 169, 62-92. https://doi.org/10.1016/j.jet.2017.01.006
  7. Chung, Minjee, Eunju Ko, Heerim Joung, and Sang Jin Kim (2020), "Chatbot E-Service and Customer Satisfaction Regarding Luxury Brands," Journal of Business Research, 117, 587-595. https://doi.org/10.1016/j.jbusres.2018.10.004
  8. Ciechanowski, Leon, Aleksandra Przegalinska, Mikolaj Magnuski, and Peter Gloor (2019), "In the Shades of the Uncanny Valley: An Experimental Study of Human-Chatbot Interaction," Future Generation Computer Systems, 92, 539-548. https://doi.org/10.1016/j.future.2018.01.055
  9. DeLone, William H. and Ephraim R. McLean (2003), "The DeLone and McLean Model of Information Systems Success: A Ten-Year Update," Journal of Management Information Systems, 19 (4), 9-30. https://doi.org/10.1080/07421222.2003.11045748
  10. Fassnacht, Martin, Sharon E. Beatty, and Markus Szajna (2019), "Combating the Negative Effects of Showrooming: Successful Salesperson Tactics for Converting Showroomers into Buyers," Journal of Business Research, 102, 131-139. https://doi.org/10.1016/j.jbusres.2019.05.020
  11. Fornell, Claes and David F. Larcker, (1981), "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error," Journal of Marketing Research, 18 (1), 39-50. https://doi.org/10.1177/002224378101800104
  12. Gao, Lingling, Kerem Aksel Waechter, and Xuesong Bai (2015), "Understanding Consumers' Continuance Intention Towards Mobile Purchase: A Theoretical Framework and Empirical Study-A Case of China." Computers in Human Behavior, 53, 249-262. https://doi.org/10.1016/j.chb.2015.07.014
  13. Go, Eun and S. Shyam Sundar (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
  14. Haas, Alexander and Peter Kenning (2014), "Utilitarian and Hedonic Motivators of Shoppers' Decision to Consult with Salespeople," Journal of Retailing, 90 (3), 428-441. https://doi.org/10.1016/j.jretai.2014.05.003
  15. Hair, Joseph F., W. C. Black, B. J. Babin, and R. E. Anderson (2019), Multivariate Data Analysis, 8th ed. Andover: Cengage.
  16. Hsu, Chin-Lung and Judy Chuan-Chuan Lin (2008), "Acceptance of Blog Usage: The Roles of Technology Acceptance, Social Influence and Knowledge Sharing Motivation," Information & Management, 45 (1), 65-74. https://doi.org/10.1016/j.im.2007.11.001
  17. Hsu, Tien-Yu, Hao-Ren Ke, and Wei-Pang Yang (2006), "Knowledge Based Mobile Learning Framework for Museums," The Electronic Library, 24 (5), 635-648. https://doi.org/10.1108/02640470610707240
  18. Hsu, Yi-Ping, Ying Chih-Hsi, and Wen-Chin Hsu (2019), "Factors Influencing Users' Willingness to Consult Chatbots for Health Information," International Journal of Innovation in Management, 7 (2), 117-126.
  19. Huang, Stanley Y. B. and Chih-Jen Lee (2022), "Predicting Continuance Intention to Fintech Chatbot," Computers in Human Behavior, 129, 107027.
  20. Hung, Shiu-Wan, Che-Wei Chang, and Yu-Chen Ma (2021) "A New Reality: Exploring Continuance Intention to Use Mobile Augmented Reality for Entertainment Purposes," Technology in Society, 67, 101757.
  21. Jiang, Yan, Jeeyeon Kim, Jeonghye Choi, and Moon Young Kang (2020), "From Clicks to Bricks: The Impact of Product Launches in Offline Stores for Digital Retailers," Journal of Business Research, 120, 302-311. https://doi.org/10.1016/j.jbusres.2019.08.025
  22. Kim, Jeeyeon, Mingyung Kim, Jeonghye Choi, and Minakshi Trivedi (2019), "Offline Social Interactions and Online Shopping Demand: Does the Degree of Social Interactions Matter?," Journal of Business Research, 99, 373-381. https://doi.org/10.1016/j.jbusres.2017.09.022
  23. Lee, Yonnim and Ohbyung Kwon (2011), "Intimacy, Familiarity and Continuance Intention: An Extended Expectation-Confirmation Model in Web-Based Services," Electronic Commerce Research and Applications, 10 (3), 342-357. https://doi.org/10.1016/j.elerap.2010.11.005
  24. Li, Meichan and Rui Wang (2023), "Chatbots in E-Commerce: The Effect of Chatbot Language Style on Customers' Continuance Usage Intention and Attitude Towards Brand," Journal of Retailing and Consumer Services, 71, 103209.
  25. Lou, Chen, Hyunjin Kang, and Caleb H. Tse (2022), "Bots vs. Humans: How Schema Congruity, Contingency-Based Interactivity, and Sympathy Influence Consumer Perceptions and Patronage Intentions," International Journal of Advertising, 41 (4), 655-684. https://doi.org/10.1080/02650487.2021.1951510
  26. Luo, Xueming, Siliang Tong, Zheng Fang, and Zhe Qu (2019), "Frontiers: Machines vs. Humans: The Impact of Artificial Intelligence Chatbot Disclosure on Customer Purchases," Marketing Science, 38 (6), 937-947.
  27. Mathieson, Kieran (1991), "Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior," Information Systems Research, 2 (3), 173-191. https://doi.org/10.1287/isre.2.3.173
  28. Moriuchi, Emi (2021), "An Empirical Study on Anthropomorphism and Engagement with Disembodied AIs and Consumers' Reuse Behavior," Psychology & Marketing, 38 (1), 21-42. https://doi.org/10.1002/mar.21407
  29. Park, Sangwoo, Woo Jin Choi, and Dongwoo Shin (2021), "Who Makes You More Disappointed? The Effect of Avatar Presentation, Company Market Status, and Agent Identity on Customers' Perceived Service Quality and Satisfaction of Online Chatting Services," Asia Marketing Journal, 23 (3), 36-47. https://doi.org/10.53728/2765-6500.1577
  30. Park, Sungjun S., ChunTing D. Tung, and Heejung Lee (2021), "The Adoption of AI Service Robots: A Comparison Between Credence and Experience Service Settings," Psychology & Marketing, 38 (4), 691-703. https://doi.org/10.1002/mar.21468
  31. Press, Gil (2019). AI Stats News: Chatbots Increase Sales by 67% But 87% of Consumers Prefer Humans. Retrieved from https://www.forbes.com/sites/gilpress/2019/11/25/ai-stats-news-chatbots-increase-sales-by-67-but-87-ofconsumers-prefer-humans/#61dadfb248a3 (Assessed, July 2023)
  32. Ramasamy, Ashwin (2019), "How Businesses can Begin Using Chatbots the Right Way," Forbes (January 18), 1.
  33. Rese, Alexandra, Lena Ganster, and Daniel Baier (2020), "Chatbots in Retailers' Customer Communication: How to Measure Their Acceptance?," Journal of Retailing and Consumer Services, 56, 102176.
  34. Roca, Juan Carlos, Chao-Min Chiu, and Francisco Jose Martinez (2006), "Understanding E-learning Continuance Intention: An Extension of the Technology Acceptance Model," International Journal of Human-Computer Studies, 64 (8), 683-696. https://doi.org/10.1016/j.ijhcs.2006.01.003
  35. Roy, Rajat and Vik Naidoo (2021), "Enhancing Chatbot Effectiveness: The Role of Anthropomorphic Conversational Styles and Time Orientation," Journal of Business Research, 126, 23-34. https://doi.org/10.1016/j.jbusres.2020.12.051
  36. Saleem, Muhammad, Suzilawati Kamarudin, Haneen Mohammad Shoaib, and Asim Nasar (2021), "Influence of Augmented Reality App on Intention Towards E-learning Amidst COVID-19 Pandemic," Interactive Learning Environments, 1, 1-15.
  37. Sheehan, Ben, Hyun Seung Jin, and Udo Gottlieb (2020), "Customer Service Chatbots: Anthropomorphism and Adoption," Journal of Business Research, 115, 14-24. https://doi.org/10.1016/j.jbusres.2020.04.030
  38. Sheppard, Blair H., Jon Hartwick, and Paul R. Warshaw (1988), "The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, 15 (3), 325-343. https://doi.org/10.1086/209170
  39. Shneor, Rotem and Ziaul Haque Munim (2019), "Reward Crowdfunding Contribution as Planned Behavior: An Extended Framework," Journal of Business Research, 103, 56-70. https://doi.org/10.1016/j.jbusres.2019.06.013
  40. Taylor, Shirley, and Peter A. Todd (1995), "Understanding Information Technology Usage: A Test of Competing Models," Information Systems Research, 6 (2), 144-176. https://doi.org/10.1287/isre.6.2.144
  41. Teo, Thompson SH, Shirish C. Srivastava, and Li Jiang (2008), "Trust and Electronic Government Success: An Empirical Study," Journal of Management Information Systems, 25 (3), 99-132. https://doi.org/10.2753/MIS0742-1222250303
  42. Venkatesh, Viswanath, Michael G. Morris, Gordon B. Davis, and Fred D. Davis (2003), "User Acceptance of Information Technology: Toward a Unified View," MIS Quarterly, 27 (3), 425-478. https://doi.org/10.2307/30036540
  43. Whang, Jeong-Bin, Ji Hee Song, Jong-Ho Lee, and Boreum Choi (2022), "Interacting with Chatbots: Message Type and Consumers' Control," Journal of Business Research, 153, 309-318. https://doi.org/10.1016/j.jbusres.2022.08.012
  44. Wien, Anders Hauge, and Alessandro M. Peluso (2021), "Influence of Human Versus AI Recommenders: The Roles of Product Type and Cognitive Processes," Journal of Business Research, 137, 13-27. https://doi.org/10.1016/j.jbusres.2021.08.016
  45. Xu, Yingzi, Chih-Hui Shieh, Patrick van Esch, and I-Ling Ling (2020), "AI Customer Service: Task Complexity, Problem-Solving Ability, and Usage Intention," Australasian Marketing Journal, 28 (4), 189-199. https://doi.org/10.1016/j.ausmj.2020.03.005
  46. Yan, Min, Raffaele Filieri, and Matthew Gorton, (2021), "Continuance Intention of Online Technologies: A Systematic Literature Review," International Journal of Information Management, 58, 102315.
  47. Yang, Heetae, Hwansoo Lee, and Hangjung Zo (2017), "User Acceptance of Smart Home Services: An Extension of the Theory of Planned Behavior," Industrial Management & Data Systems, 117 (1), 68-89. https://doi.org/10.1108/IMDS-01-2016-0017
  48. Zhang, Lixuan, Iryna Pentina, and Yuhong Fan (2021), "Who Do You Choose? Comparing Perceptions of Human vs Robot-Advisor in the Context of Financial Services," Journal of Services Marketing, 35 (5), 634-646.
  49. Zhu, Yimin, Jiemin Zhang, Jifei Wu, and Yingyue Liu (2022), "AI is Better When I'm Sure: The Influence of Certainty of Needs on Consumers' Acceptance of AI Chatbots," Journal of Business Research, 150, 642-652. https://doi.org/10.1016/j.jbusres.2022.06.044