문화산업 맥락에서 전자상거래 챗봇의 비공식적 언어 스타일이 이용자의 지속사용의도에 미치는 영향 연구

The rise of AI has driven the growth of AIGC and the widespread use of chatbots. Using informal language, chatbots can create human-like interactions that encourage positive user attitudes and continued use of e-commerce platforms. Adopting an informal language style allows chatbots to communicate in a way that elicits human-like perception, and can continue to use platforms that provide services through a positive attitude toward chatbots used in e-commerce. This study seeks to examine the influence of the informal language styles of service chatbots in e-commerce on quasi-social interaction with chatbots, warmth, emotional attachment, likability, and intention to continue using them. We surveyed users who had experience using chatbots in e-commerce and used 422 cases as the final valid sample. The results of the study showed that, first, informal language styles had a positive (+) effect on parasocial interaction. Second, parasocial interaction was found to have a positive(+) effect on warmth，emotional attachment，likeability. Finally, warmth，emotional attachment，likeability was found to have a positive(+) effect on continuance usage intention. This study has strategic implications for companies employing chatbots to advance the e-commerce industry.