온라인 쇼핑몰의 AI 챗봇 서비스 품질이 지속이용의도에 미치는 영향: 사회적 실재감, 몰입 및 지각된 유용성의 매개효과

This study aims to examine how the Chatbot Service of online shopping malls, which enables real-time, immediate two-way communication in a CMC (Computer-Mediated Communication) environment, connects psychological and emotional response factors formed through interaction with service quality factors to continuous service use. For this purpose, the relationship between main variables were analyzed based on data from 371 users with experience in Chatbot Service from online shopping malls. The main findings are as follows: First, regarding the relationship between Service Quality and Flow, Assurance and Empathy had a significant positive effect on Flow. Second, in the relationship between Chatbot Service Quality and Social Presence, Assurance, Tangibility, Empathy, and Responsiveness had a significant positive effect on Social Presence. Third, in the relationship between Flow and Social Presence on Perceived Usefulness, only Social Presence had a positive effect on Perceived Usefulness, while Flow, Social Presence, and Perceived Usefulness positively affected Continuous Usage Intention. Additionally, the indirect effects of Assurance and Empathy on Continuous Usage Intention by mediated Flow, as well as the pathways where Assurance, Tangibility, Empathy, and Responsiveness affected Continuous Usage Intention through Social Presence and Perceived Usefulness, were confirmed. These findings suggest that strengthening Chatbot Service Quality factors as part of a company’s service strategy can enhance user Flow and Social Presence, ultimately encouraging continuous service use. This provides critical foundational data for customer retention and relationship strategies.