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http://dx.doi.org/10.5850/JKSCT.2020.44.4.573

The Effect of Fashion Shopping Chatbot Characteristics on Service Acceptance Intention -Focusing on Anthropomorphism and Personalization-  

Jeong, Seul Gi (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
Hur, Hee Jin (Dept. of Fashion Design & Business, Daejeon University)
Choo, Ho Jung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.44, no.4, 2020 , pp. 573-593 More about this Journal
Abstract
This study analyzes consumers' responses toward chatbot services in a fashion retail context. Anthropomorphism and personalization of chatbots are proposed as critical features of a chatbot service that attract positive behavioral intentions from consumers. Social presence, trust, and enjoyment are expected to mediate associations among chatbot characteristics and consumers' acceptance of the service. The experiment was conducted in a controlled laboratory; participants were instructed to engage with a virtual shopping chatbot service via their cell phone and complete a questionnaire online. A total of 189 participants participated in this study along with and four experimental groups of 2 (anthropomorphism: high / low) × 2 (personalization: high / low) were formed with between-subject design. The collected data were analyzed using SPSS 25.0 and SPSS PROCESS Macro programs. The results show that the effect of anthropomorphism and personalization of chatbots on consumers' service acceptance intention when using fashion shopping chatbot service were mediated sequentially by social presence, trust, social presence and enjoyment. This study provides meaningful evidence on the effects of chatbots characterized by anthropomorphism and personalization on consumer responses, acceptance intention and associated psychological mechanisms by expanding the field of consumer behavior into chatbot services.
Keywords
Chatbot; Anthropomorphism; Personalization; Social presence; Fashion shopping;
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