Journal of The Korea Society of Computer and Information 2023 KCI Impact Factor : 0.65
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pISSN : 1598-849X / eISSN : 2383-9945
- https://journal.kci.go.kr/jksci
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A Study on the Effects of Chatbot Characteristics on Continuous Usage Intention: Focusing on the Post-Acceptance Model
- Journal of The Korea Society of Computer and Information
- Abbr : JKSCI
- 2023, 28(6), pp.169-179
- DOI : 10.9708/jksci.2023.28.06.169
- Publisher : The Korean Society Of Computer And Information
- Research Area : Engineering > Computer Science
- Received : May 26, 2023
- Accepted : June 14, 2023
- Published : June 30, 2023
Youngkwon Jung 1, Hyunchul Ahn 1
1국민대학교
Accredited
ABSTRACT
In this paper, we propose a model to explain the intention to continue using chatbots based on the Post-Acceptance Model(PAM). We suggest anthropomorphism, personalization, and autonomy as antecedents.
To validate the proposed model, we collected 441 responses from a survey and analyzed them using PLS.
The survey included examples in the form of images depicting high and low levels of anthropomorphism, personalization, and autonomy in chatbots, aiming to investigate their effects. The study selected participants aged 20 to 70, covering a range of practical chatbot service users. The collected data were empirically analyzed using the PLS(Partial Least Squares) structural equation modeling(SEM) approach. The bootstrap resampling technique was employed during the SEM analysis to calculate model fit indices and confidence intervals.
The results show that anthropomorphism and personalization significantly impact perceived usefulness and confidence. Autonomy did not directly affect perceived usefulness, but it strongly affected confirmation, which indirectly influenced perceived usefulness. These findings can help chatbot service providers develop strategies to increase customers' intention to continue using chatbots.
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