AI 챗봇과의 상호작용이 기념품 재구매 의도에 미치는 영향: 제품 관여도의 조절효과 및 고객만족도의 매개효과를 중심으로

With the acceleration of digital transformation, artificial intelligence (AI)-based chatbots have become a key communication channel between customers and businesses across various industries. This study conducted a survey of visitors to the Palace Museum in Beijing, China and analyzed the effects of chatbot interaction levels on customer satisfaction and repurchase intention related to souvenir purchases using structural equation modeling (SEM). The study also examined the mediating effect of customer satisfaction and the moderating effect of product involvement. The results indicated that chatbot interaction levels had a significant positive effect on customer satisfaction and also positively influenced repurchase intention. Furthermore, customer satisfaction significantly mediated the relationship between chatbot interaction and repurchase intention, demonstrating that interactions with chatbots can influence customer behavior both directly and indirectly. Finally, product involvement was found to moderate the relationship between chatbot interaction and customer satisfaction. This study contributes theoretically by empirically examining the effects of AI chatbot interactions on customer satisfaction and repurchase intention, while integrating both mediating and moderating mechanisms. In addition, it provides practical implications by highlighting the need for tailored chatbot strategies that consider customer characteristics and contextual factors in digital service environments.