쇼핑 플랫폼 AI 챗봇의 정보품질과 개인화, 상호작용성이 소비자의 지속이용의도에 미치는 영향

This study examines how the information quality, personalization, and interactivity of AI chatbots influence consumer satisfaction with chatbot services and their continuous usage intention on online shopping platforms. Survey data were collected from consumers in their 20s and 30s who had used an AI chatbot on an online shopping platform within the past six months. The results show that men perceive higher levels of personalization than women, and chatbot usage frequency is associated with significant differences across all three chatbot characteristics. Consumer satisfaction with AI chatbots is significantly affected by monthly income, the assurance and reliability dimensions of information quality, content-based personalization, and accompanying interactivity. Continuous chatbot usage intention is influenced by monthly income, information quality (reliability), content-based personalization, and accompanying interactivity. Furthermore, continuous usage intention for the online shopping platform is shaped by information quality (assurance) and both formal and content-based personalization. These findings highlight the critical role of chatbot quality attributes in enhancing consumer engagement with AI-driven shopping services.