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

The Korean Society of Clothing and Textiles (한국의류학회)
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Consumer Acceptance Intention of AI Fashion Chatbot Service -Focusing on Characteristics of Chatbot's Para-social Presence-

AI 기반 패션 챗봇 서비스에 대한 소비자 수용의도 -챗봇의 준사회적 실재감 특성을 중심으로-

  • Hur, Hee Jin (Dept. of Fashion Design & Business, Daejeon University) ;
  • Kim, Woo Bin (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • 허희진 (대전대학교 패션디자인.비즈니스학과) ;
  • 김우빈 (서울대학교 의류학과)
  • Received : 2022.01.03
  • Accepted : 2022.03.17
  • Published : 2022.06.30
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Abstract

With the steady development of Artificial Intelligence (AI), online stores are adopting chatbot services as virtual shopping assistants. This study proposes the concept of para-social presence to explore the undiscovered role of fashion chatbots' emotional and relational characteristics on service acceptance. Based on the Technology Acceptance Model (TAM), this study investigates the effect of a chatbot's para-social presence on service acceptance intention through consumers' beliefs. The web-based experiment was conducted on adult consumers who experienced chatbot services in an online shopping situation. A total of 247 responses were analyzed using confirmatory factor analysis, structural equation modeling, and multi-group SEM by AMOS 21.0 and SPSS 23.0. The findings illustrate that the chatbot's intimacy positively influenced consumers' perceived enjoyment, while the chatbot's understanding had a significant effect on perceived usefulness and ease of use. The chatbot's involvement had a positive effect on all consumer beliefs. Moreover, perceived ease of use had a positive influence on usefulness. A greater level of perceived usefulness and enjoyment positively heightened consumers' service acceptance intention. This study also verifies the moderating role of a need for human interaction. Consumers with a high need for human interaction have a relatively low tendency to perceive chatbot services as useful.

Keywords

References

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