Journal Search Engine
Search Advanced Search Adode Reader(link)
Download PDF Export Citaion korean bibliography PMC previewer
ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.10 No.3 pp.45-58
DOI : http://dx.doi.org/10.13106/ijidb.2019.vol10.no3.45.

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

Jungki Kwak**,Naeeun Kim***,Mi-Sook Kim****
* This paper was modified and developed from the MA. thesis of the first author.
** First Author, Department of Clothing & Textiles, Graduate School, Kyung Hee University, Korea.
*** Co-Author, Department of Clothing & Textiles, Kyung Hee University, Korea.
**** Corresponding Author, Department of Clothing & Textiles, Kyung Hee University, Korea.
February 15, 2019. March 06, 2019. March 05, 2019.

Abstract

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.

JEL Classifications: D91, L82, M31.

챗봇의 특성, 서비스가치, 고객만족 간 관계 연구

곽정기,김내은,김미숙

초록


    Figure

    Table

    Reference

    1. Anderson, R. E. (1973). Consumer dissatisfaction: The effect of disconfirmed expectancy on perceived product performance. Journal of Marketing Research, 10(1), 38-44.
    2. Bae, B. I. (2015). The effect of purchasing factors of mobile fashion shopping on customer satisfaction and repurchase intention. (Master dissertation, Konkuk University). Retrieved October 26, 2017 from https://library.konkuk.ac.kr/#/search/detail/733038
    3. Bae, B. R. (2009). Structural equation modeling with amos 17.0: principles and practice. Seoul, South Korea: chungram.
    4. Bickmore, T. W., Caruso, L., Clough-Gorr, K., & Heeren, T. (2005). It’s just like you talk to a friend’s relational agents for older adults. Interacting with Computers, 17(6), 711-735.
    5. Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. The Journal of Marketing, 55(1), 1-9.
    6. Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers' assessments of service quality and value. Journal of Consumer Research, 17(4), 375-384.
    7. Brennan, K. (2006). The managed teacher, emotional labour, education, and technology. Educational Insights. 10(2), 55-65.
    8. Chae, J. M. (2017). Fashion Shopping Orientation, Mobile Shopping Characteristics, Perceived Value, and Mobile Purchase Experience in Male consumer’s Mobile Fashion Shopping. Journal of the Korea Fashion & Costume Design Association, 19(1), 107-120.
    9. Chau, P. Y. (1996). An empirical assessment of a modified technology acceptance model. Journal of Management Information Systems, 13(2), 185-204.
    10. Choi, M. S. (2016). The mobile service characteristics study on consumption value and consumer impulse buying: Focused on mobile accommodation app marketing. (Master dissertation, Kyung Hee University). Retrieved October 24, 2017 from https://khis-primo.hosted.exlibrisgroup.com/primo-explore/fulldisplay?docid=82KHU_ALMA21135900220004426&context=L&vid=82KHU&search_scope=default_scope&tab=default_tab&lang=ko_KR
    11. Choi, S. J. (2016. 09. 18). 'The era of talk commerce' Shopping and chatbot met. MK News Retrieved September 5, 2017 from http://news.mk.co.kr/newsRead. php?no=655912&year=2016
    12. Choi, S. M., & Choi, Y. S. (2017). Analysis on the conversational commerce service interface of the AI Chat-Bot based on mobile messenger apps. Jourmal of the HCI Society of Korea, 2017(2), 237-240.
    13. Choi, S. Y., & Cho, M. S. (2014). A Study on the effect of expectacy disconformation of social commerce food service product purchase on satisfaction and repurchase intention. Journal of Foodservice Management, 17(6), 29-46.
    14. Choo, M. J., & Jung, Y. S. (2015). Effects of traditional market service quality factors on customer value, relational quality, and behavioral intention. Journal of Distribution Science, 13(11), 79-92.
    15. Chung, I. K., & Park, C. J. (2004). A Study of the effects of the customer value and switching barriers on the repurchase intention in internet shopping malls. Asia Pacific Journal of Information Systems, 14(1), 185-209.
    16. Davis, F. (1986). A theoretica model for empirically testing new end-user information systems: Theoretical and results. Unpublished Ph. D. Dissertation, Massachusetts Institute of Technology.
    17. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
    18. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
    19. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
    20. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152.
    21. Hoffman, K. D., Bateson, J. E., Elliott, G., & Birch, D. (2006). Services marketing: Concepts. Strategies and Cases. 3rd Edition, OH : Thomson South-Western.
    22. Hong, H. J. (2012). Buying motivation of fashion products in social shopping, and the relationship with trust and satisfaction-focusing on fashion innovativeness as a moderating effect. (Master dissertation, Sungkyunkwan University). Retrieved October 14, 2017 from https://lib.skku.edu/#/search/detail/3930216
    23. Hong, S. B. (2013). A study on the mobile fashion commerce characteristics and consumer groups according to purchase intention. (Master dissertation, Ewha Womans University). Retrieved February 17, 2018 from http://lib.ewha.ac.kr/search/detail/CATTOT 000001498683
    24. Hong, S. N., & Lee H. J. (2014). Effects of purchasing factors through social-commerce of beauty service on the consumer satisfaction and the repurchasing intention. Journal of Internet Computing and Services, 15(6), 133-144.
    25. Howard, J. A., & Sheth, J. N. (1969). The theory of buying behavior. New York: John Willey & Sons.
    26. Jang, K. J. (2005). Effect of customer value and customer satisfaction of medical service quality on customer's intention of medical service reuse. (Doctorial dissertation, JeonJu University). Retrieved December 28, 2017 from http://lib.jj.ac.kr/search/DetailView.ax?sid= 1&cid=380643
    27. Jeon, J. M. (2015). The effects of service convenience of mobile-applications on perceived value, customer satisfaction and behavioral intention: A research based on airlines. (Master dissertation, Kyonggi University). Retrieved October 24, 2017 from http://keumhwa.kyonggi.ac.kr/search/detail/CATTOT000000581292
    28. Jeong, H. M. (2014). The relation among perceived waiting time and customer satisfaction, revisiting intent. (Master dissertation, Seoul National University). Retrieved October 4, 2017 from http://hdl.handle.net/ 10371/124798
    29. Ji, M. J. (2011). How do the customer characteristics affect the expectations and the perception of the service quality, and what are the causal relationships: focused on the comparison between the FSC’ and the LCC’s customers. (Master dissertation, Yonsei University). Retrieved November 10, 2017 from https://lib.sookmyung.ac.kr/ search/detail/CAT000000654894
    30. Jung, C. H., & Jung, D. H. (2015). The effects of social commerce characteristics on satisfaction and reuse intention. Journal of Knowledge Information Technology and Systems, 10(2), 221-229.
    31. Kim, C. Y. (2012). The Effect of shopping quality and shopping value on purchase intention in mobile fashion shopping. (Master dissertation, Konkuk University). Retrieved October 6, 2017 from https://library.konkuk.ac.kr/#/search/detail/634400
    32. Kim, H. Y. (2016). The influences of perceived quality and value in mobile payment services on continuous usage: focusing on the mediating effect of trust. (Master dissertation, Hongik University). Retrieved October 24, 2017 from http://dcoll.hongik.ac.kr/public_ resource/pdf/000000020145_20190214152031.pdf
    33. Kim, J. L. (2015). A study on the effects of factor of service quality, service guarantee and service value in general super market. Journal of Distribution Science, 13(1), 93-103.
    34. Kim, J. P. (2011). The effects of perceived value of social shopping on purchase intention: Focused on the moderating effect of perceived risk. (Master dissertation, Konkuk University). Retrieved October 26, 2017 from https://library.konkuk.ac.kr/#/search/detail/617732
    35. Kim, J. Y. (2017). Mobile chatbot interface analysis and design proposal. (Master dissertation, Seoul National University). Retrieved May 10, 2018 from http://hdl.handle.net/10371/131740
    36. Kim, S. H., & Oh, S. H. (2002). The effects of internet shopping mall characteristics on satisfaction, trust, and loyalty. Journal of SME, 24(2), 237-271.
    37. Kim, S. S. (2010). A study on the effects of service quality, service value, emotional response and reputation on customer satisfaction and repurchase intention in accordance with service relationship in healthcare services. Master dissertation, Hanyang University). Retrieved October 26, 2017 from https://lib.hanyang.ac.kr/#/search/detail/1226995
    38. Kim, T. H., & Chung, J. S. (2016). An empirical study on satisfaction and repurchase intention at the overseas direct purchase website users. International Commerce and Information Review, 18(1), 3-27.
    39. Kim, Y. I. (2011). A study on the impact of hospital service quality on the customer satisfaction and reuse intention. (Master dissertation, WonKwang University). Retrieved november 29, 2017 from http://wonkwang.dcollection.net/jsp/common/DcLoOrgPer.jsp?sItemId=000001990593
    40. Kristensen, K., Martensen, A., & Gronholdt, L. (2000). Customer satisfaction measurement at post denmark: Results of application of the european customer satisfaction index methodology. Total Quality Management, 11(7), 1007-1015.
    41. Kwon, S. D., & Yoon, S. J. (2010). A study on the influential factors of intention to continued use of e-Learning. Journal of Information Technology Applications & Management 17(1), 35-54.
    42. Lee, E. K. (2007). A study on the effect of mobile fashion shopping characteristics and perceived risk on perceived value and purchase intention: Focusing on personal innovation and mobile internet lifestyle. (Master dissertation, Yonsei University). Retrieved November 6, 2017 from https://library.yonsei.ac.kr/ search/detail/CAT000000150021
    43. Lee, G. D. (2014). An empirical study on the influence of service quality to customer satisfaction and revisit intention in pharmacy. Journal of Creativity and Innovation, 7(2), 151-189.
    44. Lee, H. S., & Chae Y. I. (2013). Factors influencing the customer satisfaction and re-purchasing intention of mobile shopping mall. Journal of Information Technology Services, 12(2), 215-229.
    45. Lee, H. S., & Kim, Y. (1999). Service quality and service value. Journal of Korean Marketing Association, 1(2), 77-99.
    46. Lee, J. N. (2015). The effect of consumption value of chinese social commerce on satisfaction and intention to use: Moderating role of scarcity perception. Korean Journal of Business Administration, 28(6), 1645-1662.
    47. Lee, J. S. (2010). Impacts of service quality elements on the service value, satisfaction and behavioral intentions. (Doctorial dissertation, Inha University). Retrieved December 28, 2017 from http://opac.inha.ac.kr:2082/ search*kor~S5/a?a#
    48. Lee, J. W., Ko, S. E., & Ha, H. Y. (2012). An empirical study of experiential value, visit satisfaction and intentions to reuse scuba services on service quality in the dive resort industry. The Academy of Customer Satisfaction Management, 14(2), 1-17.
    49. Lee, S. H., & Han, S. L. (2015). Impact of consumers’ perceived value on consumers’ shopping satisfaction and repurchase intention in overseas direct purchase shopping. Journal of Consumption Culture, 18(2), 259-281.
    50. Lee, S. H., Lee, E. O., & Woo, J. P. (2011). Antecedents of purchase intention toward fashion t-commerce: Application of technology acceptance model. Journal of Consumer Studies, 22(1), 93-115.
    51. Lee, Y. (2017). A study on the social presence of chatbot applied to e-commerce, trust in chatbots, user's word of mouth intention and reuse intention : focusing on 'Ali Xiaomi',which is applied to Taobao shopping site. (Master dissertation, Sogang University). Retrieved May 25, 2018 from http://library.sogang.ac.kr/search/ detail/CATSAD000000807283
    52. Min, S. J., Kim, H. J., & Song, K. H. (2017). An Exploratory Study on Factors Influencing Chatbot Adoption by using the UTAUT Model. Journal of Korea Technology Innovation Society, 2017(5), 623-643.
    53. Mun, Y. J., & Lee, J. H. (2010). A study on the structural relationship among social presence, shopping value, trust and online word-of-mouth of Open Markets. Journal of KECRA, 11(1), 59-77.
    54. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
    55. Park, D. K. (2003). A Study on the hotel customers in relationship with perceived service quality, perceived Value, Satisfaction, Loyalty, and Intention of reusing. (Doctorial dissertation, Dong-A University). Retrieved December 28, 2017 from http://library.dongseo.ac.kr/ Cheetah/Search/AdvenceSearch#/basic/detail/235808
    56. Park, J. Y. (2014). Effects of sns interaction word of mouth and purchase intention: Focusing on motivatins for use of facebook. (Doctorial dissertation, Dongduk Womens University). Retrieved December 28, 2017 from http://dcollection.dongduk.ac.kr/jsp/common/DcLoOrg Per.jsp?sItemId=000000105802
    57. Park, M. S. (2017). The influence of factors such as personal innovativeness, self-efficacy and perceived playfulness on messenger platform chatbot service to use more: Focusing on the ETAM. (Master dissertation, Hongik University). Retrieved October 26, 2017 from http://moonjeong.hongik.ac.kr/search/detail/CATTOT000001979943
    58. Schlesinger, L. A., & Heskett, J. L. (1991). The service- driven service company. Harvard Business Review, 69(5), 71-81.
    59. Seok, J. P. (2017). The impact of consumption value of online shopping mall from overseas on consumer satisfaction and repurchase intention. (Master dissertation, Konkuk University). Retrieved November 15, 2017 from https://library.konkuk.ac.kr/#/search/detail/ 1887517
    60. Shiau, W., & Luo, M. M. (2010). Continuance intention of blog users: The impact of perceived enjoyment and user involvement. Pacis, pp. 85.
    61. Shin, S. H. (2011). A study on the effect of service value on customer satisfaction according to service complexation. (Master dissertation, Hongik University). Retrieved October 26, 2017 from http://moonjeong.hongik.ac.kr/search/detail/CATTOT000001827609
    62. Son, H. Y., Ha, H. Y., & Kang, M. S. (2012). Effects of perceived value and perceived risk on customer satisfaction and behavioral intention: A comparison between smartphone users and smartphone non-users. Journal of Marketing Management Research, 17(3), 69-92.
    63. Song, M. S., & Jung, K. M. (2017). A study of effects of service quality and ease of Use on Buyer's satisfaction and purchase intention in mobile shopping environment. Korean Journal of Business Administration, 30(6), 975-1007.
    64. Steiger, J. H., & Fouladi, R. T. (1997). What if there were no significance tests?, Mahwah, N.J.: Lawrence Erlbaum Associates Publishers.
    65. Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
    66. Westbrook, R. A., & Reilly, M. D. (1983). Value-percept disparity: An alternative to the disconfirmation of expectations theory of consumer satisfaction. ACR North American Advances, 10, 256-261.
    67. Yang, Y. (2016). The characteristic effect of mobile commerce on customer satisfaction and revisiting intent. (Master dissertation, Woosuk University). Retrieved December 10, 2017 from http://woosuk.dcollection.net/ jsp/common/DcLoOrgPer.jsp?sItemId=000002306254
    68. Yoon, B. H. (2017). A study on the effects of fintech service quality and technology acceptance on satisfaction, reuse intention, creating shared value (CSV), and corporate reputation: A survey of fintech users in Korea, the United States, and China from a consulting perspective. (Doctorial dissertation, Hansung University). Retrieved December 10, 2017 from http://hsel.hansung.ac.kr/data_view.mir?current_sort_ type=¤t_sort_order=&basic_list=list&search_keyword1
    69. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.