소비자 특성에 따른 챗봇의 인지된 혁신속성과 혁신수용

• 영문명: Perceived Innovation Attributes and Acceptance of Chatbots as Determined by Consumer Characteristics
• 발행기관: 한국유통과학회
• 저자명: 정재환(Jaehwan JUNG) 변상운(Sangwoon BYUN) 김미숙(Mi-Sook KIM)
• 간행물 정보: 『산경연구논집(JIDB)』Volume.10 No.7, 39~48쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.07.30

영문 초록

Purpose - The purpose of this study was to explore the impact of chatbots’ innovation attributes on the innovation acceptance for consumers who have used chatbots to purchase fashion products that account for a large share of transactions in mobile shopping. Research design, data, and methodology – Data were collected from Korean consumers aged 20 to 49 who had experience using chatbots when purchasing fashion-related products via mobile circumstances. After a pilot survey of 31 customers, pre-questionnaire was revised for the final test, and the final questionnaire was distributed to 1,500 subjects. Out of these, 244 were retrieved. After excluding 48 inappropriate responses, 196 were used for statistical analysis. Frequency analysis, exploratory factor analysis, one-way ANOVA, regression analysis and independent t-test using SPSS 23.0 were employed for data analyses. Results - First, four factors of chatbots’ attributes were extracted: relative advantages and compatibility, complexity, sensibility, and diversity. Second, two factors were extracted for fashion leadership: fashion opinion leadership and fashion innovativeness. Two groups based on the fashion leadership were identified: active innovation adopters and passive innovation adopters. Third, relative advantages and compatibility, diversity, sensibility of innovation attributes were found to have effects on the innovation acceptance in order. Fourth, significant differences were found in sensibility of innovation attributes and innovation acceptance in groups by marital status and age. The married in their 30s and 40s perceived sensibility as a more important attribute of chatbots than the unmarried in their twenties. Among the groups of different income levels, meaningful differences were found in diversity of innovation attributes and innovation acceptance. Fifth, there were significant differences found in relative advantages and compatibility, sensibility of innovation attributes, and acceptan

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키워드

Chatbots Innovation Attributes Fashion Leadership Innovation Acceptance