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http://dx.doi.org/10.12940/jfb.2021.25.4.79

The Effect of Anthropomorphism Level of the Shopping Chatbot, Message Type, and Media Self-Efficacy on Purchase Intention  

Ha, Yu Jin (Dept. of Fashion Design, Sungkyunkwan University)
Hwang, Sun jin (Dept. of Fashion Design, Sungkyunkwan University)
Publication Information
Journal of Fashion Business / v.25, no.4, 2021 , pp. 79-91 More about this Journal
Abstract
Currently, chatbot, a conversational platform based on artificial intelligence, is drawing attention as a new marketing channel. This study attempted to verify the effect of the anthropomorphism, message type, and media self-efficacy level on purchase intention. The experimental design of this study was a 2 (anthropomorphism level of shopping chatbot: low vs. high) × 2 (message type: factual vs. evaluative) × 2 (media self-efficacy: low vs. high) three-way mixed analysis of variance (ANOVA). This study conducted a survey by the convenience sampling method of 402 women in their 20s and 30s living in Seoul and the Gyeonggi area who were aware of chatbot services. For the final analysis, 388 questionnaires were used. Data were analyzed with the SPSS 23 program and three-way ANOVA. Simple main effects analysis was conducted. The results of this study were as follows. First, there were statistically significant differences in purchase intention according to anthropomorphism level, message type, and media self-efficacy. Second, message type and media self-efficacy showed statistically significant interaction effects on purchase intention. Lastly, anthropomorphism and the media self-efficacy level and the message type of the shopping chatbots showed significant three-way interaction effects on purchase intention.
Keywords
shopping chatbot; anthropomorphism level; message type; media self-efficacy; purchase intention;
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