고객 서비스 챗봇의 사회적 실재감이 서비스 품질과 사용자 인식에 미치는 영향

With the development of artificial intelligence technology, chatbots can imitate human conversations. Recently, the use of chatbots in the service area is increasing. Therefore, this study intends to explore the user perception and significance of chatbots in the service area. Structural equation model was set up with social presence, service quality, perceived usefulness, satisfaction, and intention to use as variables. A survey was conducted on 203 people to find out user perceptions of customer service chatbots. As a result of analyzing the collected data, social presence had a significant effect on service quality, and service quality had a significant effect on both perceived usefulness and satisfaction. The effect of satisfaction on intention to use was significant, but the effect of perceived usefulness was insignificant. However, through the mediating effect of perceived usefulness and satisfaction, it was found that perceived usefulness from service quality can lead to intention to use through satisfaction as a mediator. This suggests that user satisfaction related to perceived usefulness is important to enhance user's intention to use customer service chatbot.