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

The Korean Society of Clothing and Textiles (한국의류학회)
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Effects of the Service Quality and Information Quality of ChatGPT on Purchase Intention and Word of Mouth Intention for Fashion Products

챗GPT의 서비스 품질과 정보 품질이 패션 제품의 구매의도와 구전의도에 미치는 영향

  • Hyeonhye Park (Dept. of Textile and Clothing Design, Kyunghee University) ;
  • Yoonsun Lee (Dept. of Textile and Clothing Design, Kyunghee University) ;
  • Eunjeong Shin (Dept. of Clothing & Textiles, Yonsei University)
  • 박현혜 (경희대학교 의류디자인학과) ;
  • 이윤선 (경희대학교 의류디자인학과) ;
  • 신은정 (연세대학교 의류환경학과)
  • Received : 2023.07.24
  • Accepted : 2023.10.13
  • Published : 2023.12.31
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Abstract

This study investigates the effects of ChatGPT's quality characteristics (service and information) on purchase intention and word of mouth intention. We distributed questionnaires among domestic men and women aged in their 20s and 30s who had experience of using ChatGPT. A total of 222 responses were subjected to frequency analysis, factor analysis, correlation analysis, and multiple linear regression analysis using the IBM SPSS statistical program version 26. The major findings were as follows: (1) The factors of service quality were categorized as Tangibility, Reliability, Empathy, and Assurance, while the factors of information quality were categorized as Recency, Accuracy, and Usefulness. (2) Among the service quality factors of ChatGPT, two factors (Reliability and Empathy) significantly impacted purchase intention, and three factors (Tangibility, Reliability, and Empathy) significantly affected word of mouth intention. (3) Among ChatGPT's information quality factors, two factors (Usefulness and Recency) had a significant effect on purchase intention, and two factors (Usefulness and Accuracy) exerted a significant influence on word of mouth intention. (4) Purchase intention had a significant effect on word of mouth intention.

Keywords

Acknowledgement

본 논문은 박현혜, 이윤선의 2023년도 경희대학교 학사 학위논문에서 발췌하여 정리하였음.

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