확장된 기술수용모델을 적용한 뷰티 챗봇 서비스가 소비자 행동에 미치는 영향
Effects of Beauty Chatbot Services Applying the Expanded Technology Acceptance Model on Consumer Behaviors
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The increasing popularity of smart devices and prolonging of the recent COVID-19 pandemic has led to widespread use of untact or contactless services. In particular, chatbot services that adopt 4th Industrial Revolution technologies are utilized in a wide range of industrial sectors including finance, tourism, education, and beauty. Accordingly, this study was conducted in order to examine the effects of beauty chatbot services on consumer behaviors including satisfaction and intention regarding continued use based on a comprehensive analysis of relations among variables by applying the expanded technology acceptance model (easiness, usefulness, and playfulness). As part of this study, an online survey was conducted among 300 females in their 20 to 30s who had utilized beauty chatbot services in the last six months. The results showed statistically significant effects on both satisfaction and intention toward continued use in order of usefulness, easiness, and playfulness. These findings indicate practical significances that can be helpful to business entities in their efforts to improve customer service and competitiveness in utilization of beauty chatbot services.
Abstract
The increasing popularity of smart devices and prolonging of the recent COVID-19 pandemic has led to widespread use of untact or contactless services. In particular, chatbot services that adopt 4th Industrial Revolution technologies are utilized in a wide range of industrial sectors including finance, tourism, education, and beauty. Accordingly, this study was conducted in order to examine the effects of beauty chatbot services on consumer behaviors including satisfaction and intention regarding continued use based on a comprehensive analysis of relations among variables by applying the expanded technology acceptance model (easiness, usefulness, and playfulness). As part of this study, an online survey was conducted among 300 females in their 20 to 30s who had utilized beauty chatbot services in the last six months. The results showed statistically significant effects on both satisfaction and intention toward continued use in order of usefulness, easiness, and playfulness. These findings indicate practical significances that can be helpful to business entities in their efforts to improve customer service and competitiveness in utilization of beauty chatbot services.
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