Browse > Article
http://dx.doi.org/10.14400/JDC.2021.19.11.181

A Qualitative Exploration of Intentions of Financial Chatbot Service  

Kim, Wonil (College of Business Administration, Chonnam National University)
Yoon, Hyun Shik (College of Business Administration, Chonnam National University)
Publication Information
Journal of Digital Convergence / v.19, no.11, 2021 , pp. 181-199 More about this Journal
Abstract
Recently, financial companies are promoting chatbot services in line with the reduction of branches and the expansion of non-face-to-face services. However, it is difficult to expand the chatbot services at once in the presence of technical limitations and constraints of internal and external environment. Therefore, it is necessary to analyze the various situations of chatbot service to preemptively identify problems that can occur in stages and seek solutions. This study conducted interviews with 12 field practitioners and researchers to examine the intentions and behaviors of financial chatbot service users and interpreted them using TPB. The study revealed the characteristics of 'feelings and attitudes' such as convenience or inconvenience from the chatbot experience, 'subjective norms' such as herd behavior or the yearning for empathy of others, and 'behavioral control' according to the recognition of difficulty or convenience of chatbot use process. This study shows that this characteristic can affect the intention and actual behavior of users to use chatbot service continuously. In the future research, it is necessary to empirically study specific intentions and influence factors for actual users.
Keywords
Financial Chatbot Service; User Behavior; Non-face-to-face Service; Theory of Planned Behavior; In-Depth Interview;
Citations & Related Records
연도 인용수 순위
  • Reference
1 H. W. Nam. (2020). Companies that introduced AI are 'sick' because they are ineffective. ZDNet Korea. https://zdnet.co.kr/view/?no=20201111161552
2 G. K. Cho & J. Y. Yun. (2019). UX Evaluation of Financial Service Chatbot Interactions. Jourmal of the HCI Society of Korea, 14(2), 61-69. DOI : 10.17210/jhsk.2019.05.14.2.61   DOI
3 Y. J. Song & S. J. Choi. (2020). The Effects of Chatbots' Anthropomorphism and Self-disclosure on Consumers' Perceptions of and Attitude toward the Chatbots. Jourmal of the HCI Society of Korea, 15(1), 17-28. DOI : 10.17210/jhsk.2020.03.15.1.17   DOI
4 M. Minsky. (1991). Society of mind - A response to four reviews. Artificial intelligence, 48(3), 371-396. DOI : 10.1016/0004-3702(91)90036-J.   DOI
5 Mordor Intelligence. (2020). Chatbot Market - Growth, Trends, Covid-19 Impact, and Forecasts(2021-206). mordorintelligence.com. https://www.mordorintelligence.com/industry-reports/chatbot-market
6 BRN.AI company. (2019.4.19.). Chatbot Report 2019: Global Trends and Analysis. Chatbots Magazine. https://chatbotsmagazine.com/chatbot-report-2019-global-trends-and-analysis-a487afec05b
7 Y. H. Park. (2021.1.19.). Insurance companies start a dedicated AI chatbot team to prevent wrong data learning. Korea IT News. https://www.etnews.com/20210119000146#
8 P. B. Brandtzaeg & A. Folstad. (2017. Nov.). Why people use chatbots. The 4th International Conference on Internet Science.(pp. 377-392). Thessaloniki : Greece DOI : 10.1007/978-3-319-70284-1_30   DOI
9 D. Y. Jang & C. K. Lee. (2019). A Study of Use Intention of Chatbot Using the Extended Theory of Planned Behavior: Focusing on the Role of Interaction. Journal of Tourism and Leisure Research, 31(8), 433-454.   DOI
10 J. H. Seo & B. Y. Lee. (2020). 2030 Vision and Tasks of the Korean Financial Industry : Banks. Korea Institute Of Finance research general document, 2020(2), 1-221.
11 K. Dow & R. Leitch. (2007). Confidence in the Implementation Process of a New Information System. Journal of Emerging Technologies in Accounting - J Emerg Tech Account, 4, 139-159. DOI : 10.2308/jeta.2007.4.1.139.   DOI
12 J. T. Harvey. (1998). Heuristic Judgment Theory. Journal of Economic Issues, 32(1), 47-63.   DOI
13 W. Boulding, A. Kalra & V. A. Zeithaml. (1993). A dynamic process model of service quality: From expectation to behavioral intentions. Journal of Marketing Research, 30(1), 7-27.   DOI
14 J. A. Maxwell. (1992). Understanding and Validity in Qualitative Research. Harvard Educational Review, 62(3), 279-300.   DOI
15 S. J. Chung. (2015. Dec.). A company that offers 'good experience' rather than 'good product' succeeds. Dong-A Business Review, 190. https://dbr.donga.com/article/view/1203/article_no/7343/ac/magazine
16 S. G. Kim & J. Y. Yun. (2020). Multidisciplinary User Experience Research on Task-oriented chatbot Images. The Korean Society of Science & Art, 38(2), 33-43. DOI : 10.17548/ksaf.2020.03.30.33   DOI
17 I. Seidman. (2006) Interviewing as qualitative research: A guide for researchers in education and the social sciences. New York : Teachers College Press.
18 M. Conner & P. Sparks. (2005). Theory of Planned Behavior and Health Behaviour. Predicting health behavior: Research and Practice with Soical Congnitive Models. (pp. 170-222). New York : Two Penn Plaza.
19 A. P. Silva, I. Figueiredo, T. Hogg & M. Sottomayor. (2014). Young adults and wine consumption a qualitative application of the theory of planned behavior. British Food Journal. 116(5), 832-848. DOI : 10.1108/BFJ-05-2012-0114   DOI
20 W. J. Potter. (1996) An Analysis of Thinking and Research about Qualitative Methods. NJ : Lawrence Erlbaum.
21 M. Turpin & N. D. Plooy. (2004). Decision-making Biases and Information Systems. Decision Support in an Uncertain and Complex World: The IFIP TC8/WG8.3 International Conference. (pp. 782-792). Melbourne Vic Australia : Monash University Publishing.
22 H. R. Kim. (2020). A Study on the Use of Chatbot in Postal Finance. Koreapost Information, 120, 79-90.
23 S. O. Yoon. (2018). Issues of Public Service Using Artificial Intelligence: Focused on Chatbot Service. Korean Public Management Review, 32(2), 83-104. DOI : 10.24210/kapm.201 8.32.2.004   DOI
24 H. Sun. (2013). A Longitudinal Study of Herd Behavior in the Adoption and Continued Use of Technology. MIS Quarterly, 37(4), 1013-1041.   DOI
25 M. Fishbein & I. Ajzen. (1975). Beliefs, attitude, intention, and behavior. An introduction to Theory and Research. MA : Addison-Wesley.
26 Editorial Department. (2018). Technology trend and market driving of AI chatbot. In-Cheon : Hayeon
27 I. Ajzen. (1991). Organizational Behavior and Human Decision Process, 50, 179-211.   DOI
28 Y. K. Sohn & B. G. Lee. (2012). An Efficacy of Social Cognitive Behavior Model based on the Theory of Planned Behavior : A Meta-Analytic Review. Korean Journal of Journalism & Communication Studies, 56(6), 127-161.
29 J. Weizenbaum. (1966). ELIZA-a computer program for the study of natural language communication between man and machine. Communications of the ACM, 9(1), 36-45. DOI : 10.1145/365153.365168   DOI
30 J. Y. Seo. (2017). Natural Language Processing and Artificial Intelligence Technology in the Implementation of Dialogue Interface. Easily Learning Artificial Intelligence Part 2(Machine Translation and Chatbot Technology) Presentation Materials, Seoul : KIISE Artificial Intelligence Society. https://sigai.or.kr/workshop/AI-for-everyone/2017/
31 Koreapost Information Center. (2020). Post office Next generation Comprehensive System Construction Terms of Reference. Korea On-line E-Procurement System Bid Announcement 20200800095-8211, Ministry of Science and Technology Information and Communication.
32 J. T. Yu & J. H. Cho. (2017). The factors of continuous use for mobile payment service under the concept of Fintech. Journal of information systems, 26(3), 25-46. DOI : 10.5859/KAIS.2017.26.3.25   DOI
33 J. Weizenbaum. (1995). Kurs auf den Eisberg: die Verantwortung des einzelnen und die Diktatur der Technik. (M. Lee, Translator). Seoul : MyungKyung.(Original work published 1988)
34 Financial Supervisory Service. (2018). Financial company's AI-enabled chatbot operation status and inspection results. Seoul : FSS
35 K. H. Kim et al. (2021). Establishment of Mid-to-Long-Term Roadmaps for Securing National Competitiveness in Artificail Intelligence. Seoul : National Research Council for Economics, Humantites and Social Sciences.
36 T. Kim, H. S. Cha, C. Park & J. H. Wi. (2020). Identifying Factors Affecting Chatbot Use Intention of Online Shopping Mall Users. Knowledge Management Review 21(4), 211-225. DOI : 10.15813/kmr.2020.21.4.011   DOI
37 N. R. Kim. (2021.4.26.). In the non-face-to-face era, the choice of banknotes is 'AI' service. Cheonji-ilbo. http://www.newscj.com/news/articleView.html?idxno=853135
38 M. Ashfaq, J. Yun, S. Yu & S. Loureiro. (2020). I, Chatbot: Modeling the Determinants of Users' Satisfaction and Continuance Intention of AI-Powered Service Agents. Telematics and Informatics, 54, 101473. DOI : 10.1016/j.tele.2020.101473.   DOI
39 S. J. Min, H. J. Kim & G. H. Song. (2017). An Exploratory Study on the Determinants of Chatbot Acceptance Using the Unified Technology Acceptance Theory(UTAUT). Proceedings of the Korea Technology Innovation Society Conference. (pp. 623-643). Seoul : Korea Technology Innovation Society.
40 K. R. Seo. (2018). Trends and Prospects of Chatbot Services Based on Artificial Intelligence at home and abroad. [D.gov Trend&Future 2018-2]. Daegu : National Information Society Agency.
41 C. J. Armitage & M. Conner. (2001). Efficacy of the theory of planned behaviour: A meta-analytic review. Br J Soc Psychol., 40, 471-499. DOI : 10.1348/014466601164939   DOI
42 J. W. Kim, H. I. Jo, & B. G. Lee. (2019). The Study on the Factors Influencing on the Behavioral Intention of Chatbot Service for the Financial Sector: Focusing on the UTAUT Model. Journal of Digital Contents Society, 20(1), 2019b, 41-50. DOI : 10.9728/dcs.2019.20.1.41   DOI
43 M. Bayer, G. Ortner, O. Stern, A. Kuther, A. A. Gorbunov, A. Forchel, P. Hawrylak, S. Fafard, K. Hinzer, T. L. Reinecke, S. N. Walck, J. P. Reithmaier, F. Klopf, & F. Schafer. (2002). Fine structure of neutral and charged excitons in self-assembled In (Ga) As/(Al) GaAs quantum dots. Physical Review B, 65(19). 195315. DOI : 10.1103/PhysRevB.65.195315   DOI
44 I. Ajzen. (2011). The theory of planned behaviour: reactions and reflections. Psychology & Health, 26, 1113-1127.   DOI
45 T. B. Im. (2009). Qualitative Methodology: Approach and Application. Journal of Governmental Studies, 15(1), 155-188.
46 H. S. Lim & Korea University NLP Labs. (2019). Natural Language Processing Bible. Seoul : Human Science.
47 J. Zoellner, E. Krzeski, S. Harden, E. Cook, K. Allen & P. A. Estabrooks. (2012). Qualitative Application of the Theory of Planned Behavior to Understand Beverage Consumption Behaviors among Adults. Journal of the Academy of Nutrition and Dietetics. 112(11), 1774-1784. DOI : 10.1016/j.jand.2012.06.368   DOI
48 J. H. Jung, S. H. Hong & S. M. Jang. (2017). A Systematic Literature Review of the Studies on Alcohol Use and Smoking Behaviors Applying the Theory of Planned Behavior, Health and Social Welfare Review, 38(4), 367-397. DOI : 10.15709/hswr.2018.38.4.367   DOI
49 M. Q. Patton. (1990). Qualitative Evaluation Methods, 2nd ed. CA : Sage.
50 S. Brinkmann & S. Kvale. (2015). InterViews: Learning the craft of qualitative research interviewing. Los Angeles : Sage Publications.
51 A. Y. Kim, J. E. Cha, C. H. Lee, J. E. Ju & E. Y. Lim. (2016). Solo research methodology, Seoul : Hajisa.
52 J. Creswell. (1998). Qualitative inquiry and research design: Crossing among five traditions. Thousand Oaks, CA : Sage.
53 J. Francis, M. P. Eccles, M. Johnston, A. E. Walker, J. M. Grimshaw, R. Foy, E. F. S. Kaner, L. Smith, & D. Bonetti. (2004). Constructing questionnaires based on the theory of planned behaviour: A manual for health services researchers. Newcastle upon Tyne, UK : Centre for Health Services Research, University of Newcastle upon Tyne.
54 J. Doll & I. Ajzen. (1992). Accessibility and stability of predictors in the theory of planned behavior. Journal of Personality and Social Psychology, 63(5), 754-765. DOI : 10.1037/0022-3514.63.5.754   DOI
55 S. H. Byun & C. H. Cho. (2020). The Effect of the Anthropomorphism Level and Personalization Level on AI Financial Chatbot Recommendation Messages on Customer Response. The Korean Journal of Advertising and Public Relations, 22(2), 466-502. DOI : 10.16914/kadpr.2020.22.2.466   DOI
56 M. K. Lee & H. J. Park. (2019). Exploring Factors Influencing Usage Intention of Chatbot - Chatbot in Financial Service. Journal of Korean Society for Quality Management, 47(4), 755-765. DOI : 10.7469/JKSQM.2019.47.4.755   DOI
57 D. Montano & D. Kasprzyk. (2008). Theory of reasoned action, theory of planned behavior, and the integrated behavioral model. In K. Glanz, B. K. Rimer, & K. Viswanath (Eds.), Health behavior and health education: Theory, research, and practice. (pp. 67- 96). Jossey-Bass.