중국 이커머스 플랫폼의 챗봇 서비스 이용에 대한 연구: 소비가치, 기술준비도와 확장된 기술수용모델 중심으로

The continuous development of big data, Internet of Things, and artificial intelligence technology has laid the technical foundation for the development of chatbot technology and services. Recently, chatbot services have been widely used on e-commerce platforms in China. Accordingly, we intend to analyze the factors affecting customer satisfaction and customer loyalty of chatbot services on e-commerce platforms targeting Chinese consumers. The main findings of this study are as follows: First, the consumption value sub-factors of functional, emotional, and social value had positive effects on the E-TAM variables of perceived usefulness, perceived ease of use, and perceived trust. Additionally, epistemic value had a positive effect only on perceived trust. Second, I found that optimism and innovativeness, the sub-factors of technology readiness, had positive effects on the E-TAM variables of perceived usefulness, perceived ease of use, and perceived trust, whereas insecurity had a negative effect on perceived usefulness, perceived ease of use, and perceived trust. Furthermore, discomfort only had a negative effect on perceived usefulness and perceived ease of use. Third, I found that perceived usefulness, perceived ease of use, and perceived trust have positive effects on customer satisfaction and loyalty. Also, it was indicated that customer satisfaction has a positive effect on customer loyalty.