챗봇의 의인화와 이용자의 성향이 개인정보 제공의도에 미치는 영향

Interactions with chatbots enable businesses to understand consumers' needs and preferences, recommend products and services, facilitate quick and direct purchases, streamline product searching, and establish meaningful consumer–brand relationships. However, half the US consumers avoid chatbot services because of privacy concerns. Because companies will increase their use of personalized chatbot advertisements, a study examining the effect of consumer regulatory focus and chatbot anthropomorphism on self-disclosure is a meaningful research exercise. Results of the two experiments revealed that the lower the level of anthropomorphism of the chatbot, the less the personal information disclosed by prevention-focused consumers in comparison with promotion-focused consumers. Conversely, the higher the level of anthropomorphism of the chatbot, the less the significance of the difference in self-disclosure between prevention-focused and promotion-focused consumers. This relationship is mediated by consumer privacy concerns about self-disclosure. This study's findings practically recommend that advertisers and marketers tailor their services to consumers’ regulatory focus.