The Effects of Chatbot Anthropomorphism and Self-disclosure on Mobile Fashion Consumers’ Intention to Use Chatbot Services
2
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This study investigated the effects of the chatbot's level of anthropomorphism - closeness to the human form - and its self-disclosure - delivery of emotional exchange with the chatbot through its facial expressions and chatting message on the user's intention to accept the service. A 2 (anthropomorphism: High vs. Low) x 2 (self-disclosure through facial expressions: High vs. Low) x 2 (self-disclosure through conversation: High vs. Low) between-subject factorial design was employed for this study. An online survey was conducted and a total of 234 questionnaires were used in the analysis. The results showed that consumers used chatbot service more when emotions were disclosed through facial expressions, than when it disclosed fewer facial expressions. There was statistically significant interaction effect, indicating the relationship between chatbot’s self-disclosure through facial expression and the consumers’ intention to use chatbot service differs depending on the extent of anthropomorphism. In the case of "robot chatbots" with low anthropomorphism levels, there was no difference in intention to use chatbot service depending on the level of self-disclosure through facial expression. When the “human-like chatbot” with high anthropomorphism levels discloses itself more through facial expressions, consumer’s intention to use the chatbot service increased much more than when the human-like chatbot disclosed fewer facial expressions. The findings suggest that chatbots’ self-disclosure plays an important role in the formation of consumer perception.
Abstract
This study investigated the effects of the chatbot's level of anthropomorphism - closeness to the human form - and its self-disclosure - delivery of emotional exchange with the chatbot through its facial expressions and chatting message on the user's intention to accept the service. A 2 (anthropomorphism: High vs. Low) x 2 (self-disclosure through facial expressions: High vs. Low) x 2 (self-disclosure through conversation: High vs. Low) between-subject factorial design was employed for this study. An online survey was conducted and a total of 234 questionnaires were used in the analysis. The results showed that consumers used chatbot service more when emotions were disclosed through facial expressions, than when it disclosed fewer facial expressions. There was statistically significant interaction effect, indicating the relationship between chatbot’s self-disclosure through facial expression and the consumers’ intention to use chatbot service differs depending on the extent of anthropomorphism. In the case of "robot chatbots" with low anthropomorphism levels, there was no difference in intention to use chatbot service depending on the level of self-disclosure through facial expression. When the “human-like chatbot” with high anthropomorphism levels discloses itself more through facial expressions, consumer’s intention to use the chatbot service increased much more than when the human-like chatbot disclosed fewer facial expressions. The findings suggest that chatbots’ self-disclosure plays an important role in the formation of consumer perception.
참고문헌 (29)
- 변성혁, "AI 금융 챗봇 추천 메시지의 의인화와 개인화 수준이 고객 반응에 미치는 영향", 한국광고홍보학보, 22(2), pp.466~502 (2020), 한국광고홍보학회[DOI]
- "Chatbot" (2021)[URL]
- Cacioppo, J. T., "Loneliness within a nomological net : An evolutionary perspective", Journal of Research in Personality, 40(6), pp.1054~1085 (2006)[DOI]
- 챗봇 서비스의 향후 전망과 사회경제적 영향 분석, "Chung, J. H.", ETRI, ~ (2016)
- Collins, N. L., "Self-disclosure and liking : a meta-analytic review", Psychological Bulletin, 116(3), pp.457~ (1994)[DOI]
- DiSalvo, C. F., "All robots are not created equal: the design and perception of humanoid robot heads", Proceedings of the 4th conference on Designing interactive systems: processes, practices, methods, and techniques, pp.321~326 (2002), Association for Computing Machinery
- DiSalvo, C., "From seduction to fulfillment: the use of anthropomorphic form in design", Proceedings of the 2003 international conference on designing pleasurable products and interfaces, pp.67~72 (2003), DPPI
- Duffy, B. R., "Anthropomorphism and the social robot", Robotics and Autonomous Systems, 42(3–4), pp.177~190 (2003)[DOI]
- Gupta, S., "An e-commerce website based chatbot", International Journal of Computer Science and Information Technologies, 6(2), pp.1483~1485 (2015)
- 하유진, "쇼핑 챗봇의 의인화 수준과 메시지 유형, 미디어 자기효능감이 구매의도에 미치는 영향", 패션 비즈니스, 25(4), pp.79~91 (2021), 한국패션비즈니스학회
- Hong, E. J., "A study on the anthropomorphic effect depending on interaction type: Based on conversational agent in smart home context", master, pp.2016
- 정슬기, "패션쇼핑 챗봇 특성이 서비스 수용의도에 미치는 영향 -의인화와 개인화를 중심으로-", 한국의류학회지, 44(4), pp.573~593 (2020), 한국의류학회[DOI]
- Johnson, D. W., "Effects of acceptance and reciprocation of self-disclosures on the development of trust", Journal of Counseling Psychology, 19(5), pp.411~416 (1972)
- Jourard, S. M., "Some factors in self-disclosure", The Journal of Abnormal and Social Psychology, 56(1), pp.91~98 (1958)[DOI]
- Kanda, T., "A humanoid robot that pretends to listen to route guidance from a human", Auton Robot, 22, pp.87~100 (2007)[DOI]
- 강영선, "온라인 금융 상담 서비스에서 이모티콘 사용이 서비스 사용의도에 미치는 영향: 상담원 유형과 주관적 금융지식의 조절 효과", 지식경영연구, 20(4), pp.99~118 (2019), 한국지식경영학회[DOI]
- 강희주, "메신저 기반의 모바일 챗봇 서비스 사용자 경험 평가 -구글(Allo)과 페이스북(M messenger)을 중심으로-", 한국융합학회논문지, 8(9), pp.271~276 (2017), 한국융합학회[DOI]
- "유통산업에도 챗봇 도입 확산" (2021)[URL]
- "Chatbot, Citation, In lexico.com’s dictionary"[URL]
- Lee, S. Y., "The effect of personalized advertising messaged on consumers in the chatbot-consumer conversation: Focusing on the mediating role of anthropomorphism", master, pp.2019
- Morton, T. L., "Intimacy and reciprocity of exchange: A comparison of spouses and strangers", Journal of Personality and Social Psychology, 36(1), pp.72~81 (1978)[DOI]
- 박지혜, "인공지능 스피커의 지속적 사용의도를 높이는 행동경제학 기법: 의인화", 디자인융복합연구(구.인포디자인이슈), 17(3), pp.41~53 (2018), 디자인융복합학회(구.한국인포디자인학회)[DOI]
- 박주연, "자기노출 에이전트의 효과", 한국HCI학회 논문지, 1(2), pp.35~42 (2006), 한국에이치씨아이학회
- 박주연, "인터페이스 에이전트와의 상호작용을 통한 친밀성 형성", 한국언론학보, 51(2), pp.334~362 (2007), 한국언론학회
- Radziwill, N., "Evaluating quality of chatbots and intelligent conversational agents", Software Quality Professional; Milwaukee, 19(3), pp.25~36 (2017)
- Reeves, B., "The media equation: How people treat computers, television, and new media like real people and places" (1996), Center for the Study of Language and Information, Cambridge University Press
- 류지헌, "학습용 에이전트의 제스처와 얼굴표정이 학습이해도 및 의인화 효과에 미치는 영향", 감성과학, 16(3), pp.281~292 (2013), 한국감성과학회
- 송유진, "챗봇의 의인화와 자기노출이 챗봇에 대한 소비자 인식과 태도에 미치는 영향", 한국HCI학회 논문지, 15(1), pp.17~28 (2020), 한국에이치씨아이학회[DOI]
- Vittengl, J. R., "Getting acquainted: The relationship of self-disclosure and social attraction to positive affect", Journal of Social and Personal Relationships, 17(1), pp.53~66 (2000)[DOI]