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챗봇의 의인화 수준과 메시지 소구 유형이 상품 구매의도에 미치는 영향

The Effects of Chatbot’s Anthropomorphism Level and Message Appeal Type on Product Purchase Intention

성용준|황재희
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2023.08|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제24권 제3호|pp. 245-266|DOI 10.21074/kjlcap.2023.24.3.245

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인공지능챗봇Chatbot의인화Artificial intelligence (AI)Anthropomorphism메시지 소구Message appeal
주제분류심리과학

초록

본 연구는 인공지능 기술의 발전으로 온라인 쇼핑 맥락에서 널리 사용되고 있는 인공지능 챗봇에 초점을 맞추어 진행되었다. 구체적으로는 연구를 통해 챗봇의 의인화 수준과 메시지 소구 유형의 상호작용 효과가 제품 구매의도에 미치는 영향을 알아보고자 하였다. 실험은 가상의 온라인 쇼핑몰 챗봇과 대화를 통해 제품을 추천받는 상황을 가정하여 진행하였으며, 참가자들이 온라인 설문을 통해 제품 구매의도에 대해 응답하는 방식으로 진행되었다. 실험 과정에서 연구자는 직접 챗봇을 이용하여 참가자들과 1:1로 대화를 나누고 상품을 추천하였다. 연구 결과, 챗봇의 의인화 수준과 메시지 소구 유형이 제품 구매의도에 미치는 영향이 유의미하게 나타났다. 구체적으로, 의인화 수준이 높은 챗봇에게 상품을 추천받을 때 이타적 혜택 소구 메시지를 사용하는 것이 제품 구매의도에 긍정적인 영향을 미쳤으며, 의인화 수준이 낮은 챗봇에게 상품을 추천받을 때는 이기적 혜택 소구가 제품 구매의도에 긍정적인 영향을 미쳤다. 이러한 연구결과를 바탕으로 의인화된 챗봇에 대한 기존 연구를 다시 한 번 확인하고 결과를 확장하였으며, 실제 온라인 쇼핑 챗봇과 유사하게 구성하여 실험을 진행해 현장에서 적용할 수 있는 경계조건을 확인하였다는 이론적, 실무적 함의를 제시하였다.

Abstract

This study focused on chatbots used in the context of online shopping through the development of artificial intelligence technology. This research was designed to investigate the interaction effects between the level of anthropomorphism and the message appeal type of the chatbot on the product purchase intention, focusing on the online shopping context. In the experiment, participants engaged in conversations with a virtual online shopping chatbot and were recommended products. They completed an online survey to indicate their intention to purchase the recommended products. The 2 x 2 analysis of variance (ANOVA) was used to determine the interaction effect between the level of anthropomorphism and message appeal type on product purchase intentions. The results showed that the other-benefit appeal message had a positive effect on product purchase intention when the chatbot had a high level of anthropomorphism, whereas the self-benefit appeal message had a positive effect on product purchase intention when the chatbot had a low level of anthropomorphism. Based on these findings, this study expanded the results of existing studies and confirmed the boundary conditions applicable to the filed by conducting the experiment with chatbot similar to the actual online shopping chatbot. Therefore, theoretical and practical implications were discussed.

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