• 산경연구논집
• /
• 제10권3호
• /
• pp.45-58
• /
• 2019

Purpose - The purpose of this study was to investigate the effects of the chatbot's characteristics (ease of use, social presence, playfulness, usefulness) on service value, customer satisfaction and reuse intention when consumers purchased fashion products in the mobile shopping environments. Research design, data, and methodology - Data were collected from Korean consumers from ages 20 to 59 who have experienced using chatbot in a mobile shopping for fashion products. After a pilot survey to 53 customers, the preliminary questionnaire was revised for the final test, and the final questionnaire was administered to 1500 customers. Out of these, 300 were collected. After deleting 48 incomplete ones, 252 questionnaires were used in the statistical analysis. Frequency analysis and exploratory factor analysis using SPSS 23.0 and confirmatory factor analysis and structure equation analysis using AMOS 18.0 were employed for data analyses. Results - First, four factors were extracted for the chatbot's characteristics: ease of use, social presence, playfulness and usefulness. Second, regarding the effect of chatbot's characteristics on service value when purchasing fashion products in the mobile shopping environment, ease of use, playfulness and usefulness of chatbot significantly affected service value. Social presence did not have significant effects on service value. Third, in terms of the effect of the chatbot's characteristics on customer satisfaction when purchasing fashion products in the mobile shopping environment, social presence, playfulness and usefulness of chatbot significantly had an effect on customer satisfaction. Ease of use did not have a significant effect on customer satisfaction. Fourth, service value of chatbot when purchasing fashion products in mobile shopping environment was found to have an effect on customer satisfaction with chatbot. Fifth, service value of chatbot on reuse intention when purchasing fashion products in the mobile shopping environment was found to have an effect on reuse intention of chatbot. Sixth, customer satisfaction with chatbot had a significant impact on the reuse intention of the chatbot when purchasing fashion products in the mobile shopping environment. Conclusions - The present study provide dimensions on the chatbot's characteristics and these may provide helpful data for further studies in this area and for marketers as well.

• 한국의류학회지
• /
• 제46권3호
• /
• pp.464-480
• /
• 2022

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.

• 한국IT서비스학회지
• /
• 제22권6호
• /
• pp.37-53
• /
• 2023

With the development of the 4th industrial revolution, companies are trying to introduce new AI technologies and improve their performance. In particular, chatbot technology has developed and can not only communicate smoothly with humans, but also perform many complex tasks, so it has high market potential. However, there is still little research on chatbots in the field of e-commerce. Accordingly, this study aims to suggest ways to improve corporate performance through chatbot user satisfaction analysis. With the rapid development of China's e-commerce platform, In this study, through previous studies, the characteristics of chatbots were classified into accessibility, accuracy, empathy, reliability, and intimacy as factors influencing perceived usefulness, perceived ease, and perceived enjoyment of the Technology Acceptance Model (TAM). Five were selected and used as independent variables, and a model that affects customer satisfaction was set up. This paper sets user satisfaction as an important indicator of chatbot service and analyzes the path that affects user satisfaction, thereby improving chatbot service technology. It is important in that it provides a way to improve the smart chatbot service by understanding the degree of user acceptance in depth.

• 한국지구과학회지
• /
• 제44권6호
• /
• pp.675-692
• /
• 2023

This study used a Chatbot, a generative artificial intelligence (AI), to analyze the interaction between the Chatbot and students when exploring critical minerals from an epistemological aspect. The results, issues to be kept in mind in the teaching and learning process using AI were discussed in terms of the role of the teacher, the goals of education, and the characteristics of knowledge. For this study, we conducted a three-session science education program using a Chatbot for 19 high school students and analyzed the reports written by the students. As a result, in terms of form, the students' questions included search-type questions and non-search-type questions, and in terms of content, in addition to various questions asking about the characteristics of the target, there were also questions requiring a judgment by combining various data. In general, students had a questioning strategy that distinguished what they should aim for and what they should avoid. The Chatbot's answer had a certain form and consisted of three parts: an introduction, a body, and a conclusion. In particular, the conclusion included commentary or opinions with opinions on the content, and in this, value judgments and the nature of science were revealed. The interaction between the Chatbot and the student was clearly evident in the process in which the student organized questions in response to the Chatbot's answers. Depending on whether they were based on the answer, independent or derived questions appeared, and depending on the direction of comprehensiveness and specificity, superordinate, subordinate, or parallel questions appeared. Students also responded to the chatbot's answers with questions that included critical thinking skills. Based on these results, we discovered that there are inherent limitations between Chatbots and students, unlike general classes where teachers and students interact. In other words, there is 'limited interaction' and the teacher's role to complement this was discussed, and the goals of learning using AI and the characteristics of the knowledge they provide were also discussed.

• 지능정보연구
• /
• 제25권3호
• /
• pp.221-238
• /
• 2019

최근, 기업 및 공공기관에서는 고객 상담과 응대 분야에 챗봇(Chatbot)서비스를 적극적으로 도입하고 있다. 챗봇 서비스의 도입은 기업이나 기관에게 있어서 인건비 절감 효과를 가져올 뿐만 아니라 고객과의 빠른 커뮤니케이션 효과를 기대할 수 있다. 데이터 분석 기술의 발전과 인공지능 기술의 고도화는 이런 챗봇 서비스의 성장을 견인하고 있다. 하지만 기술중심으로 개발된 챗봇은 사용자가 내재적으로 원하는 바와 괴리가 있을 수 있으므로, 챗봇이 단순히 기술의 영역이 아닌 사용자 경험의 영역에서 다루어질 필요가 있다. 본 연구는 사용자 경험 분야의 대표적 방법론인 디자인 사고 접근법을 챗봇 개발에 적용하여, 사용자 니즈 기반의 챗봇 개발 프로세스를 제안하고자 한다. 사용자 관찰을 통해 팩트(Fact) 수집을 시작으로, 인사이트(Insight)를 도출하고 기회영역(Opportunity)을 발굴하는 추상화의 과정을 수행한다. 이어서 사용자의 멘탈모델에 맞는 기능을 제공하고 원하는 정보를 구조화하는 구체화의 과정을 통해, 사용자의 니즈에 부합하는 챗봇을 개발할 수 있을 것으로 기대한다. 본 연구에서는 제안한 프로세스의 실효성을 확인하기 위하여 국내 화장품 시장을 대상으로 실제 구축 사례를 함께 제시한다. 본 연구는 챗봇 개발 프로세스에 사용자 경험을 접목한 점에서 이론적 시사점을 가지며, 기업이나 기관이 바로 적용 가능한 현실적인 방법을 제안한다는 면에서 실무적 시사점을 가진다.

• 센서학회지
• /
• 제30권6호
• /
• pp.429-435
• /
• 2021

In this study, the creation of emotional dialogue was investigated within the process of developing a robot's natural language understanding and emotional dialogue processing. Unlike an English-based dataset, which is the mainstay of natural language processing, the Korean-based dataset has several shortcomings. Therefore, in a situation where the Korean language base is insufficient, the Korean dataset should be dealt with in detail, and in particular, the unique characteristics of the language should be considered. Hence, the first step is to base this study on a specific Korean dataset consisting of conversations on emotional topics. Subsequently, a model was built that learns to extract the continuous dialogue features from a pre-trained language model to generate sentences while maintaining the context of the dialogue. To validate the model, a chatbot system was implemented and meaningful results were obtained by collecting the external subjects and conducting experiments. As a result, the proposed model was influenced by the dataset in which the conversation topic was consultation, to facilitate free and emotional communication with users as if they were consulting with a chatbot. The results were analyzed to identify and explain the advantages and disadvantages of the current model. Finally, as a necessary element to reach the aforementioned ultimate research goal, a discussion is presented on the areas for future studies.

• 한국병원경영학회지
• /
• 제28권3호
• /
• pp.27-38
• /
• 2023

Objectives: This study explores the impact of age groups on social presence and trust among users of medical artificial intelligence chatbots. Furthermore, we investigate the existence of gender differences within these relationships. Method: We collected data through a survey from people who had interacted with general hospital chatbot services, either by making reservations or seeking consultations. Multiple linear regression analysis was conducted to examine the relationship between general characteristics of study population and social presence and trust of artificial intelligence chatbots. Additionally, we conducted stratified analysis to confirm the presence of gender differences within these relationship. Results: Among 300 participants, those aged 50 and older had higher social presence of artificial intelligence chatbots and greater trust of artificial intelligence chatbots (social presence, 𝛽=0.543, p=0.003; trust, 𝛽=0.787, p=0.000). In stratified by sex, women aged 50 and older had higher social presence and trust of artificial intelligence chatbots compared to those in their 30s age group (social presence, 𝛽 = 0.925, p=0.002; trust, 𝛽=0.645, p=:0.007). However, there was no statistically significant relationship between age and chatbot social presence and trust in men. Conclusion: This study demonstrates that advanced age plays a significant roles in users' social presence and trust in medical artificial intelligence chatbots. Futhermore, our findings reveal gender differences with women aged 50 and older showing the most substantial levels of social presence and trust. Therefore, it is expected that this finding can serve as valuable evidence to enhance the satisfaction of medical institution service users, offering crucial insights into the effective utilization of chatbot services.

• 지식경영연구
• /
• 제21권1호
• /
• pp.175-195
• /
• 2020

The development of platform service based on the information and communication technology has revolutionized patterns of commercial transactions, driving the growth of global economy. Furthermore, the radical advancement of artificial intelligence(AI) presents the huge potential to innovate almost all the industrial and economic activities. Given these technological developments, the goal of this paper is to investigate AI's impact on the platform service innovation as well as its influence on the business performance. For the goal, this paper presents the review of the types of service innovation, the nature of platform services, and technological characteristics of leading AI technologies, such as chatbot and recommendation system. As an empirical study, this paper performs a multiple case study of Kakao Group which is the leading mobile platform service with the most advanced AI in Korea. To understand the role and effect of AI on Kakao platform service, this study investigated three cases, including chatbot agent of Kakao Bank, Smart Call service of Kakao Taxi, and music recommendation system of Kakao Mellon. The analysis results of the case study show that AI initiated innovations in platform service concepts, service delivery, and customer interface, all of which lead to a significant decrease in the transaction costs and the personalization of services. Finally, for the successful development of AI, this research emphasizes the significance of the accumulation of customer and operational data, the AI human capital, and the design of R&D organization.

• International Journal of Internet, Broadcasting and Communication
• /
• 제14권1호
• /
• pp.44-52
• /
• 2022

With recent scientific advances and growing interest in AI technologies, AI-based chatbots have been viewed as a practical learning aid for English language development. The purpose of this study is to examine preservice teachers' perceptions on the potential benefits of employing AI chatbots in English instruction and its pedagogical aspects. 28 preservice teachers majoring in English education were asked to use Kuki chatbots for a week with a guidance of a researcher and then report on their perceptions of AI chatbots in terms of perceived usefulness after use, applicability, and educational benefits and drawbacks. Emerging codes and themes were identified and evaluated using Thematic Analysis(TA) based on qualitative data from surveys and interviews. The findings show that six emerging themes were identified, encompassing perspectives on teacher, learner, communication, linguistic, affective, and assessment. The overall findings of this study revealed that AI-based chatbots can play a significant role as learning tools for stimulating interactive communication in a target language. Most preservice primary teachers acknowledge that AI chatbots can be useful as teaching and learning aids for both teachers and students. Furthermore, when applying various learner data to chatbot technology, such as learner assessment and diagnosis, a guided approach is necessary to perform a conversation appropriate for the learner's level and characteristics. Finally, as chatbots have a variety of benefits in terms of affective aspects, they may improve EFL learners' confidence in speaking English and learning motivation.

• 스마트미디어저널
• /
• 제10권4호
• /
• pp.21-27
• /
• 2021

최근 COVID-19로 인한 코로나 블루로 상담의 중요성이 높아지고 있다. 또한 비대면 서비스의 증가로 상담 매체에 변화를 준 챗봇에 관한 연구들이 활발하게 진행되고 있다. 챗봇을 통한 비대면 상담에서는 내담자의 감정을 정확하게 파악하는 것이 가장 중요하다. 하지만 내담자가 작성한 문장만으로 감정을 인식하는 데는 한계가 있으므로 더 정확한 감정 인식을 위해서는 문장에 내제되어있는 차원 감정을 인식하는 것이 필요하다. 따라서 본 논문에서는 상담 챗봇의 감정 인식 개선을 위해 원본 데이터를 데이터의 특성에 맞게 보정한 후 Word2Vec 모델을 학습하여 생성된 벡터와 문장 VAD(Valence, Arousal, Dominance)를 딥러닝 알고리즘으로 학습한 다차원 감정 인식 모델을 제안한다. 제안한 모델의 유용성 검증 방법으로 3가지 딥러닝 모델을 비교 실험한 결과로 Attention 모델을 사용했을 때 R-squared가 0.8484로 가장 좋은 성능을 보인다.