The Effects of Chatbot Service Quality, Trust, and Satisfaction on Chatbot Reuse Intention and Store Reuse Intention

JI, Seong-Goo,CHA, Ae-Young 한국유통과학회 2020 The Journal of Industrial Distribution & Business( Vol.11 No.12

Purpose: The purpose of this study is to empirically analyze the effect of chatbot service quality, chatbot trust, and chatbot satisfaction on chatbot reuse intention and store reuse intention. Research design, data, and methodology: We reviewed the literature on domestic and international chatbots, established hypotheses, and analyzed them. We empirically analyzed the process model in which chatbot service quality (interaction quality, information quality) has a positive effect on chatbot trust and chatbot satisfaction, and that chatbot trust and satisfaction positively affect chatbot reuse intention and store reuse intention. A survey was conducted on 212 people who had used shopping mall chatbots and financial service chatbots after demonstrating the shopping mall chatbot video. Structural equation modeling was conducted by using AMOS 24.0 to test the proposed relationships. Results: As a result of the empirical analysis, the effects of interaction quality on chatbot trust and information quality on chatbot satisfaction were not supported, but the rest of the hypotheses were statistically significant. It was found that the information quality of chatbot service had a positive effect on chatbot trust, but did not significantly affect chatbot satisfaction. In addition, the interaction quality of the chatbot positively affects the satisfaction of the chatbot, but it does not significantly affect the trust of the chatbot. Chatbot trust was found to have a positive effect on chatbot satisfaction. Chatbot trust and chatbot satisfaction were found to have a positive influence on the intention to reuse the chatbot. And, chatbot trust and chatbot satisfaction were found to have a positive influence on store reuse intention. Conclusions: The findings of this study offer significant theoretical and managerial contributions in the context of chatbot. Chatbots should enhance customer contact quality management from the perspective of total customer experience management rather than partial function. When providing a chatbot service, it is more desirable to give priority to providing accurate information to increase trust, and at the same time to improve customer satisfaction by increasing the quality of interaction. And in order to increase the competitive advantage of companies, the purpose of introducing chatbots should be clarified and approached strategically.

The Relationship among Chatbot’s Characteristics, Service Value, and Customer Satisfaction

Jungki Kwak,Naeeun Kim,Mi-Sook Kim 한국유통과학회 2019 The Journal of Industrial Distribution & Business( Vol.10 No.3

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.

The Effects of Chatbot Anthropomorphism and Self-disclosure on Mobile Fashion Consumers’ Intention to Use Chatbot Services

( Minji Kim ),( Jiyeon Park ),( Miyoung Lee ) 한국패션비즈니스학회 2021 패션 비즈니스 Vol.25 No.6

This study investigated the effects of the chatbot's level of anthropomorphism - closeness to the human form - and its self-disclosure - delivery of emotional exchange with the chatbot through its facial expressions and chatting message on the user's intention to accept the service. A 2 (anthropomorphism: High vs. Low) x 2 (self-disclosure through facial expressions: High vs. Low) x 2 (self-disclosure through conversation: High vs. Low) between-subject factorial design was employed for this study. An online survey was conducted and a total of 234 questionnaires were used in the analysis. The results showed that consumers used chatbot service more when emotions were disclosed through facial expressions, than when it disclosed fewer facial expressions. There was statistically significant interaction effect, indicating the relationship between chatbot’s self-disclosure through facial expression and the consumers’ intention to use chatbot service differs depending on the extent of anthropomorphism. In the case of "robot chatbots" with low anthropomorphism levels, there was no difference in intention to use chatbot service depending on the level of self-disclosure through facial expression. When the “human-like chatbot” with high anthropomorphism levels discloses itself more through facial expressions, consumer’s intention to use the chatbot service increased much more than when the human-like chatbot disclosed fewer facial expressions. The findings suggest that chatbots’ self-disclosure plays an important role in the formation of consumer perception.

영어 학습을 위한 챗봇 및 챗봇 빌더 분석

김영우 ( Kim Youngwoo ) 한국멀티미디어언어교육학회 2020 멀티미디어 언어교육 Vol.23 No.4

This study investigates research literature in the field of English language teaching (ELT) related to chatbots as an interactive user interface of the computer. It also discusses how to use chatbot builders to make ELT chatbots. Research on ELT chatbots in Korea has recently begun. At first, chatbot research focused on how to use general-purpose chatbots. Then, many studies changed their foci to how to make chatbots that were specialized in ELT. The analysis of the research literature shows that certain chatbot builders, such as Google's Dialogflow, have been primarily used, and ELT experts spend a considerable amount of time making chatbots. The way chatbots are built can be based on four models: pattern-matching model, dialog database model, knowledge base model, and language generation model. Based on this classification, domestic and foreign chatbot builders were analyzed. This study then suggests general-purpose chatbots for small talk or information retrieval activities, and customized chatbots built with chatbot builders for specific dialogs or tasks. The significance of this study can be found in that it proposes efficient ways to make chatbots in ELT.

Examining the Effect of Chatbot Gender and Gender Congruence between a Chatbot and a Customer in a Banking Context

Sanjeed, V K(산지드 비케이),Kim, Min Gyung(김민경),Wang, Chen-Ya 한국서비스경영학회 2020 서비스경영학회지 Vol.21 No.5

Chatbots, automated text-based conversational programs, are a popular technology enabled by artificial intelligence (AI). Chatbots have been adopted in diverse service areas to enhance business performance by facilitating interactions between humans and machines. This study tests the effect of chatbot gender, and the gender congruence between chatbot and customer, on customer responses in a banking context. Data was collected using a scenario-based online survey with a 2 (chatbot gender: male vs. female) x 2 (congruence of chatbot gender and respondent gender: congruent vs. incongruent) between-subject factorial design. Across two chatbot gender and respondent gender contexts, the results show that a male banking chatbot increases customer satisfaction and brand conceptual fluency significantly more than a female banking chatbot. Study results also show the interaction between chatbot gender and the congruence of chatbot gender and respondent gender influences perceived intimacy and information richness. Our findings are relevant to banks, fintech companies, and other businesses that are rapidly adopting chatbots to engage consumers and enhance branding.

Development and Performance Evaluation of Chatbot System for Office Automation

정윤교 사단법인 한국융합기술연구학회 2022 아시아태평양융합연구교류논문지 Vol.8 No.10

Many employees perform repetitive office tasks inefficiently, hence, spend considerable time on them. Furthermore, existing tools for saving time on repetitive tasks were developed for large-scale services such as banks and messengers. Accordingly, for small groups of workers, repetitive tasks continue to be time-consuming. This study developed a user-friendly chatbot system based on KakaoTalk and evaluated its performance in automating repetitive tasks in a small workforce. First, functional and performance requirements were identified on the basis of the KakaoTalk chatbot policy to construct a practical chatbot system. Subsequently, a KakaoTalk channel was established and a chatbot server was set up to operate the chatbot system. The first chatbot was developed in a simple manner for minimizing difficulties in its development and for user convenience. In order to meet the system requirements, the chatbot performance was improved by writing the source code of programs used by backend chatbot servers in different programming languages. Furthermore, the use of several techniques such as database redesign and load balancing for improving the server performance was examined. For the determination of the most effective technique for enhancing the chatbot performance, the total request per second and average latency were measured. By evaluating and comparing the performance of the first chatbot and the newly developed chatbot, it was verified that the chatbot system met the functional and performance requirements. Thus, this study shows what requirements should be set to operate the chatbot system and which method is effective to improve the chatbot’s performance.

금융서비스 챗봇의 페르소나와 사용자 경험에 관한 융복합 연구 - 대출서비스를 중심으로 -

이성경,윤재영 한국전시산업융합연구원 2019 한국과학예술융합학회 Vol.37 No.4

Recently, the introduction of chatbots in online financial services has been actively promoted in the financial sector. However, the information security issue, which is a problem of online non-face-to-face services, is a serious for customers to refuse to using chatbots. For this reason, it is important to relieve the rejection of customers and to make the first impression of reliable chatbot. However, chatbot services currently provided by financial institutions provide an inconsistent user experience due to their different profile image and conversation tone. Therefore, it is necessary to guide and study the chatbot design optimized for financial service and chatbot interface. This study was initiated from the persona study of chatbot with security and reliability optimized for financial services. The purpose of this study is to continuously induce the use of financial services through chatbot by producing a persona of reliable chatbot. Through case studies, we analyzed the profile and conversation tone of chatbot provided by domestic financial companies and produced 12 types of persona. After experiencing chatbot loan service that requires the process of inputting personal information and information consent process for workers in their 20s or older who have experience of using financial services by making each type as an experiment, the reliability and continuous use intention of chatbot were surveyed. As a result, the profile image of chatbot was robotic and the conversation type was very high, and the secretary type who responded to the office was the highest in reliability, continuous use intention and preference. This suggests that the personified type of conversation like a person's image and friend does not increase the reliability of chatbot in the financial service field. Based on these results, it is expected that hatbot identity guidelines will be used to define reliable chatbot persona optimized for online financial services in the future. 최근 금융 분야에서 온라인 금융서비스에 챗봇 도 입이 활발해지고 있다. 그러나 온라인 비대면 서비스 의 문제점인 정보 보안 이슈로 고객들의 챗봇 이용 거부감 또한 상당하다. 때문에 고객들의 거부감을 완 화하고 신뢰성 있는 챗봇의 첫인상이 중요하나, 현재 금융사에서 제공 중인 챗봇 서비스들은 프로필 이미 지와 대화의 말투가 각기 달라 일관되지 못한 사용자 경험을 제공하고 있다. 이에 금융서비스와 챗봇 인터 페이스에 최적화된 챗봇 디자인에 대한 가이드와 연 구가 필요한 실정이다. 본 연구는 금융서비스에 최적화된 보안성과 신뢰성 을 갖춘 챗봇의 페르소나 연구에서 시작되었다. 본 연 구의 목적은 신뢰성 있는 챗봇의 페르소나를 제작하 여 챗봇을 통한 금융서비스 이용을 지속적으로 유도 하는데 목적이 있다. 이에 사례조사를 통해 국내 금융 사에서 제공 중인 챗봇의 프로필과 대화 말투를 분석 하여 12가지 페르소나 유형을 제작하였다. 각 유형을 실험물로 만들어 금융서비스 이용 경험이 있는 20대 이상 직장인을 대상으로 개인정보 입력과정과 정보동 의절차가 필요한 챗봇 대출서비스를 경험시킨 후, 챗 봇의 신뢰성과 지속적 이용의도를 설문조사하였다. 그 결과, 챗봇의 프로필 이미지가 로봇형이면서 대화 유 형은 아주높임체로 사무적으로 응대한 비서형이 신뢰 성과 지속적 이용의도 그리고 선호도가 가장 높은 것 으로 나타났다. 이는 금융서비스 분야에서는 사람의 이미지와 친구처럼 대화하는 의인화된 유형이 챗봇의 신뢰성을 상승시키진 않는다는 점을 시사한다.

챗봇의 의인화와 자기노출이 챗봇에 대한 소비자 인식과 태도에 미치는 영향

송유진(You Jin Song),최세정(Sejung Marina Choi) 한국HCI학회 2020 한국HCI학회 논문지 Vol.15 No.1

최근 온라인 기반, 비대면 방식의 쇼핑과 서비스가 성장하면서 커뮤니케이션 수단으로서 메신저 플랫폼과 IT기술을 접목시킨 챗봇(chatbot)의 이용도 증가하고 있다. 소비자와의 효과적인 커뮤니케이션을 제고하기 위해서는 챗봇에 대한 소비자의 인식과 태도를 정확하게 이해해야 하지만 아직 관련 연구는 초기 단계에 머무르고 있다. 이 논문은 실험연구를 통해 챗봇의 주요 차별화 전략인 의인화와 자기노출에 따른 소비자 반응의 차이를 살펴보았다. 연구결과, 챗봇의 의인화에 의한 소비자 인식과 태도의 차이는 확인되지 않았지만, 챗봇의 자기노출 정도가 높을 때 챗봇에 대한 친밀성, 사회적 실재감, 호감이 높게 나타났다. 또한 챗봇의 의인화와 자기노출의 상호작용이 진실성에 나타났다. 구체적으로 챗봇의 의인화가 낮을 때는 자기노출 정도가 낮을 때 진실성에 대한 평가가 높게 나타난 반면, 의인화가 높을 때는 자기노출 정도가 높을 때 챗봇이 더 진실하다고 인식하는 것으로 나타났다. 본 연구의 결과는 대인 커뮤니케이션과 유사하게 챗봇의 자기노출이 소비자 인식 형성에 중요한 역할을 하며 의인화와 자기노출의 적정한 조화를 고려해야 한다는 시사점을 제공한다. As online shopping and services, with no face-to-face contact, are rapidly growing, the use of chatbots as a means of customer support and interaction is also increasing. While chatbots, which utilize instant messenger platforms and AI technologies together, offer many benefits, our understanding of their effectiveness is limited. In an attempt to comprehend consumers’ perceptions of and attitudes toward chatbots, this study investigated the effects of anthropomorphism and self-disclosure, among the major dimensions of differentiation of chatbots, on consumers’ responses to them. The results of the experimental study showed that when a chatbot discloses more, consumers exibit more intimacy, social presence, and likability toward the chatbot. The degree of anthropomorphism of a chatbot was not found to yield significant differences in consumers’ responses. Interestingly, an interaction effect emerged for chatbot’s sincerity. That is, when the chatbot’s anthropomorphism is low, consumers perceive the chatbot with a low degree of self-disclosure to be more sincere compared to the chatbot with high self-disclosure. On the contrary, when the chatbot’s anthropomorphism is high, the chatbot with a high degree of self-disclosure is viewed to be more sincere. The findings suggest that chatbots’ self-disclosure plays an important role in the formation of consumer perception and attitude as in interpersonal communication contexts and the interplay between self-disclosure and anthropomorphism should be considered for effective chatbot strategies.

한국어 교육용 AI 챗봇 개발을 위한 챗봇 빌더 활용 방안

박정아,이향 연세대학교 언어연구교육원 한국어학당 2021 외국어로서의 한국어교육 Vol.63 No.-

As Artificial Intelligence (AI) technologies advance, chatbots equipped with AI functionalities for different purposes are used in various fields. In response to this trend, educational institutions also strive to use AI chatbots in classroom settings for foreign language education. This study recognizes the need for developing AI chatbots for Korean language education in the near future, and it proposes a plan to develop AI chatbots for Korean education using chatbot builders. To begin with, upon the analysis of previous studies on the use of educational chatbots for foreign languages, the authors examined the characteristics and significance of chatbots. Then four exemplary chatbot builders that allow teachers without previous knowledge of coding to build chatbots were selected. The authors demonstrated in use cases how teachers can use the builders to create Korean educational chatbots, and used these measures to present their utilization plans. By suggesting different ways for teachers to easily manipulate the educational chatbots for use in class, the authors endeavored to expedite future research on chatbots. It is expected that this study will ultimately lay a foundation for further investigations on AI chatbots optimized for Korean education. AI와 관련 기술들이 급속하게 발전하는 4차 산업혁명 시대에 챗봇을 활용한 한국어 교육은 필수적이며, 반드시 교실 수업과 병행되어 사용되어야 하는 기술이라고 보고, 이를 위한 기초 연구로서 챗봇 빌더를 활용한 한국어 교육용 챗봇 개발 방안을 제안해 보고자 한다. 이를 위하여 본고에서는 먼저 외국어 교육용 챗봇에 관한 연구들을 통하여 그 특성과 의의를 살펴 보았다. 그리고 코딩 지식이 없는 교사라고 해도 챗봇을 직접 제작하여 사용할 수 있도록 해 주는 대표적인 챗봇 빌더 네 가지의 기능과 장점을 제시하고 이를 사용한 한국어 교육용 챗봇 개발의 실례와 그 활용 방안을 제안하였다. 결과 챗봇 빌더들마다 제공하고 있는 기능과 특성들이 달라 교사가 개발하고자 하는 학습 내용, 학습자 수준, 학습 목적 등에 맞춰 적절한 기능이 탑재된 챗봇 빌더를 선택하고 제작하여야 한다. 또한 챗봇은 학습자들에게 풍부한 한국어 연습 기회를 제공할 뿐만 아니라 자동으로 저장된 챗봇과 학습자 간의 대화 데이터는 추후 교사가 학습 내용 구성하거나 개인별 피드백을 해주는 데 유용한 자료로 활용될 수 있다. 이 연구는 교사가 한국어 교육용 챗봇을 쉽게 제작하여 수업에 활용해 볼 수 있는 방안을 제시함으로써 향후 챗봇과 관련한 연구를 촉진하고 궁극적으로는 한국어 교육에 최적화된 챗봇 개발하기 위한 기초 연구로 활용될 수 있을 거라 기대하는 바이다.

인공지능 챗봇의 교육적 활용 연구 동향 분석: 활동이론을 중심으로

김민지 ( Minji Kim ),염지윤 ( Jiyoon Yeom ),정혜원 ( Hyewon Jung ),임철일 ( Cheolil Lim ) 한국교육정보미디어학회(구 한국교육정보방송학회) 2021 교육정보미디어연구 Vol.27 No.2

본 연구는 인공지능 챗봇의 교육적 활용 연구 동향을 체계적으로 분석하여 현재의 이슈를 파악하고 향후 방향성을 탐색하기 위하여 활동이론에 기반하여 관련 연구 동향을 분석하고자 하였다. 활동체제 모형을 분석 틀로 사용하여 34개 논문을 분석한 결과는 다음과 같다. 1) 챗봇 관련 연구는 국내와 국외 모두 2019년부터 급증한 것으로 나타났다. 2) 학습자는 국내와 국외 모두 대학생 이상이 가장 많았고, 3) 표집 크기는 국내는 50명 이하, 국외는 100명을 초과한 경우가 가장 많았다. 인공지능 챗봇은 국내와 국외 모두 4) 목적형 시스템 5) 문자 6) 학습도구로 사용되는 경우가 가장 많았다. 또한, 7) 국내는 기존 챗봇을, 국외는 자체 개발한 경우가 가장 많았다. 국내와 국외 모두 8) 영어와 9) 지적기능을 학습 목표로 설정하여 챗봇을 활용한 경우가 가장 많았으며, 10) 학습 결과로 국내는 인지 및 정의적 영역을, 국외는 정의적 영역을 가장 많이 확인하였다. 11) 챗봇 사용 횟수는 국내는 1회, 국외는 2회 이상이 가장 많았다. 챗봇 사용은 12) 교수가 스캐폴딩을 제공하는 통제된 환경에서 사용하는 경우가 국내와 국외 모두 가장 높았다. 13) 챗봇을 사용하는 학습 환경은 국내는 오프라인이 가장 많았고, 국외는 온라인과 오프라인 둘 다 동일하게 가장 많았다. 14) 협동학습에서 챗봇을 사용하는 경우는 국외는 없었으며, 국내도 1건만을 제외하고 모두 개별학습에서 사용하였다. 이상의 연구 결과를 바탕으로 향후 연구의 방향성을 다음과 같이 제시하였다. 첫째, 과업 중심의 목적형 챗봇을 개발하고 효과성을 엄격하게 검증하는 후속 연구가 요구된다. 둘째, 정의적 영역을 지원하는 챗봇을 에이전트화하여 개발할 필요가 있다. 셋째, 챗봇이 튜터로써 기능하여 적시적 피드백을 제공하는 다양한 협동학습 방안을 마련할 필요가 있다. 마지막으로, 온라인 학습 환경에서 학습 분석 데이터를 활용하여 챗봇을 효과적으로 사용할 수 있는 학습 설계에 대한 연구가 요구된다. In this study, the research trend of educational use of artificial intelligence chatbots were systematically analyzed to identify current issues and explore future directions based on activity theory. 34 papers were analyzed by using the activity system model as an analysis framework. The results are as follows. Research on chatbots has been sharply increased from 2019 in both domestic and international. For the number of learners, above of college students were the most in both domestically and internationally. The most common sample size was 50 or less in domestic and more than 100 in foreign countries. Artificial intelligence chatbots were most often used as a purpose-based system, text-based, learning tools in both domestic and abroad. chatbots were developed for using in foreign countries, while existing chatbots were used in Korea. In both domestic and foreign countries, chatbots were aimed to teach English and intellectual skill. The most result of learning is cognitive and affective domain in Korea and affective domain in foreign conturies. The most number of use was only once in Korea and twice in foreign countries. In both domestic and foreign countries, it was the most common case that the instructor were in control of environment and offered scaffolding while using chatbots. As for the learning environment, offline was the most common in Korea, and both online and offline were identically common in foreign countries. Chatbots were not used in cooperative learning at all abroad and only one case in Korea. Based on the results, the direction of future research is presented as follows. First, a follow-up study is required to develop a task-oriented, purpose-built chatbot and strictly verify its effectiveness. Second, it is necessary to develop chatbots that support the affective domain as agents. Third, it needs to design the cooperative learning in which chatbots function as tutors and provide timely feedback. Finally, research on learning design that can effectively use chatbots by utilizing learning analysis data on online learning environment is required.