온라인 패션 쇼핑몰 챗봇의 커뮤니케이션 실패에 대한 소비자의 부정적 반응 (Consumers’ Negative Responses to the Communication Failure of Chatbots in Online Fashion Shopping Malls)

서지정보

· 발행기관 : 한국의류산업학회
· 수록지 정보 : 한국의류산업학회지 / 24권 / 2호 / 183 ~ 194페이지
· 저자명 : 서민정

초록

This study aims to understand the consumers’ negative responses to communication failure of chatbots caused by their imperfections. Specifically, this study examines 1) the relationship among chatbot’s communication failure, dis- satisfaction, negative behavior (complaint, negative word-of-mouth (nWOM), and inertia); 2) the moderating effect of tech- nostress on the relationship between chatbot’s communication failure and dissatisfaction; 3) the differences in the negative responses between the generation MZ and the previous generations. Data were collected via an online survey. First, the participants interacted with the chatbot developed for this survey, to experience the chatbot’s communication failure. Thereafter, they responded to a questionnaire. PLS-SEM was conducted using the R software environment to test the hypotheses. This study empirically identified that chatbot’s communication failure positively affected dissatisfaction. In addition, the customers who were more dissatisfied with the chatbot’s communication failures were more likely to com- plain than engage in nWOM. Compared to the generation MZ, chatbot’s communication failure caused a higher level of dissatisfaction in previous generations. The results suggest that online shopping malls should carefully introduce an improved chatbot service after minimizing its communication failure rate. The chatbot developers of online shopping malls targeting middle-aged and elderly consumers should strive to develop and implement strategies to further alleviate consumers’ dissatisfaction in the situation of chatbot’s communication failure.

영어초록

This study aims to understand the consumers’ negative responses to communication failure of chatbots caused by their imperfections. Specifically, this study examines 1) the relationship among chatbot’s communication failure, dis- satisfaction, negative behavior (complaint, negative word-of-mouth (nWOM), and inertia); 2) the moderating effect of tech- nostress on the relationship between chatbot’s communication failure and dissatisfaction; 3) the differences in the negative responses between the generation MZ and the previous generations. Data were collected via an online survey. First, the participants interacted with the chatbot developed for this survey, to experience the chatbot’s communication failure. Thereafter, they responded to a questionnaire. PLS-SEM was conducted using the R software environment to test the hypotheses. This study empirically identified that chatbot’s communication failure positively affected dissatisfaction. In addition, the customers who were more dissatisfied with the chatbot’s communication failures were more likely to com- plain than engage in nWOM. Compared to the generation MZ, chatbot’s communication failure caused a higher level of dissatisfaction in previous generations. The results suggest that online shopping malls should carefully introduce an improved chatbot service after minimizing its communication failure rate. The chatbot developers of online shopping malls targeting middle-aged and elderly consumers should strive to develop and implement strategies to further alleviate consumers’ dissatisfaction in the situation of chatbot’s communication failure.

참고자료

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