관광산업의 모바일 챗봇 품질이 사회적실재감, 공급자신뢰, 지속적 사용의도에 미치는 영향 연구 : 개인혁신성과 의인화 조절변수 중심으로

In this study, the researcher introduced and studied MOBISCHATQUAL(service quality and emotional quality) for the tourism industry mobile chatbot, and through it, personal innovation and social presence as if there is practically existing in the new chatbot, as if it were human and human. It is meaningful to introduce the emotional quality necessary for the personification of the same feeling, and to investigate the relationship between users' continuous use intention through supplier trust. For this purpose, 78 item measures were used as response data for 357 copies, and the results are as follows. First, among MOBISCHATQUAL factors, it was found that self-efficacy and social presence had a significant positive effect on service product and immersion, self-efficacy and supplier trust on social presence. Second, it was found that social presence and supplier trust had a significant positive (+) effect on continuous use intention, respectively. It has been verified that only service products corresponding to service quality mediate a sense of social presence and affect the intention to use continuously. Third, it has been verified that only service products corresponding to service quality mediate a sense of social presence and affect the intention of continuous use. Fourth, In the moderating effect of personal innovation and personification a significant influence relationship between each variable was found in low group. The results derived from this study were intended to provide useful implications for the efficient operation of mobile chatbot service marketing strategies to companies in the future.