챗봇 서비스의 능동적 혁신저항요인이 혁신저항의도에 미치는 영향 (The Effect of Active Innovation Resistance Factors on Innovation Resistance Intention of Chatbot Service)

서지정보

· 발행기관 : 한국유통경영학회
· 수록지 정보 : 유통경영학회지 / 23권 / 4호 / 5 ~ 20페이지
· 저자명 : 차애영, 지성구

초록

Purpose: Many internet and mobile shopping malls have introduced artificial intelligence-based chatbot service to improve communication with consumers, improve services, and increase sales, but many consumers still prefer existing call center counseling or online counseling. It has been shown to refuse to accept this service. This study aimed to identify the resistance factors of the chatbot service by consumers. The purpose of this study was to focus on positive innovation resistance factors and to provide implications.
Research design, data, and methodology: This study combines literature research and empirical research based on survey methods. To verify the research model, a survey was conducted from 253 users who had experience in using the chatbot service. In this study, SPSS 24.0 and AMOS 24.0 were used to test the hypothesis.
Results: As a result of the study, it was found that the usage barrier, habit barrier, and provider barrier all positively influenced the innovation resistance intention of the chatbot service. Also, in order to analyze the effect of inertia to innovate on innovation resistance, comparing the group with high and low tendency to innovate showed that the individual's tendency to innovate influenced the intention of innovation resistance.
Conclusions: As the main factors affecting the intention of innovation resistance of the chatbot service are derived through the results of this study, the chatbot service is convenient. In addition, the user's inertia to maintain phenomena can affect the intention of innovation resistance, so a management plan must be prepared for this. In order to reduce the user barrier, it is necessary to provide universal technology at a level familiar to users. In order to lower the habit barrier, you will basically have to meet your information needs. And, in order to lower the provider barrier, it is necessary to provide a messenger-based chatbot service by default to create a standardized chatbot ecosystem.

영어초록

Purpose: Many internet and mobile shopping malls have introduced artificial intelligence-based chatbot service to improve communication with consumers, improve services, and increase sales, but many consumers still prefer existing call center counseling or online counseling. It has been shown to refuse to accept this service. This study aimed to identify the resistance factors of the chatbot service by consumers. The purpose of this study was to focus on positive innovation resistance factors and to provide implications.
Research design, data, and methodology: This study combines literature research and empirical research based on survey methods. To verify the research model, a survey was conducted from 253 users who had experience in using the chatbot service. In this study, SPSS 24.0 and AMOS 24.0 were used to test the hypothesis.
Results: As a result of the study, it was found that the usage barrier, habit barrier, and provider barrier all positively influenced the innovation resistance intention of the chatbot service. Also, in order to analyze the effect of inertia to innovate on innovation resistance, comparing the group with high and low tendency to innovate showed that the individual's tendency to innovate influenced the intention of innovation resistance.
Conclusions: As the main factors affecting the intention of innovation resistance of the chatbot service are derived through the results of this study, the chatbot service is convenient. In addition, the user's inertia to maintain phenomena can affect the intention of innovation resistance, so a management plan must be prepared for this. In order to reduce the user barrier, it is necessary to provide universal technology at a level familiar to users. In order to lower the habit barrier, you will basically have to meet your information needs. And, in order to lower the provider barrier, it is necessary to provide a messenger-based chatbot service by default to create a standardized chatbot ecosystem.

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