Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of Perceived Quality of Fashion Chatbot's Product Recommendation Service on Perceived Usefulness, Trust and Consumer Response

패션 챗봇 상품추천 서비스의 지각된 품질이 지각된 유용성, 신뢰 및 소비자 반응에 미치는 영향

  • Lee, Yuri (Dept. of Clothing and Textile, Ewha Womans University) ;
  • Kim, Hyojung (Dept. of Fashion Industry, Ewha Womans University) ;
  • Park, Minjung (Dept. of Fashion Industry, Ewha Womans University)
  • 이유리 (이화여자대학교 의류학과) ;
  • 김효정 (이화여자대학교 의류산업학과) ;
  • 박민정 (이화여자대학교 의류산업학과)
  • Received : 2021.09.14
  • Accepted : 2021.12.24
  • Published : 2022.02.28
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Abstract

Artificial intelligent chatbot services have recently become common in fashion e-retailing and are expected to improve online shopping by making it easy to recommend products. This study examines whether the perceived quality of a fashion chatbot affects consumers' trust and perception of usefulness, which in turn influences satisfaction and intention to use, in accordance with the information system success model. The study also investigates differences in perceived quality and consumer response variables between high and low groups of self-efficacy. A total of 341 consumers participated in an online survey. The results revealed that information quality and system quality had a significant impact on perceived usefulness and trust, and that service quality significantly impacted trust. Perceived usefulness and trust had a positive effect on consumer satisfaction, which in turn had a positive effect on intention to use. In addition, the findings revealed that people who had higher self-efficacy showed higher scores on perceived usefulness, trust, satisfaction, and intention to use chatbots as compared to people who had lower self-efficacy. This study suggested theoretical implications by applying the information system success model theory to fashion chatbot studies. It also suggested practical implications for e-commerce marketers developing retail strategies.

Keywords

References

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