패션 대화형 에이전트 특성이 사용자 경험과 지속 사용 의도에 미치는 영향-기술 수용 모델을 중심으로

Abstract

his study aims to investigate how key characteristics of conversational his study aims to investigate how key characteristics of conversational ffectiveness, immersion, anthropomorphism, and innovativeness—imp act user experience (perceived ease of use and perceived usefulness) and continued use intention. Using the Technology Acceptance Model (TAM) as a theoretical framework, the study collected survey data from 407 users of fashion e-commerce platforms and analyzed the responses through structural equation modeling. The results reveal that effectiveness and anthropomorphism significantly enhance the perceived ease of use, while innovativeness strongly influences perceived usefulness. Perceived usefulness emerged as the most critical determinant of continued use intention, indicating that users prioritize practical value when deciding to engage with conversational agents. Although enjoyment positively impacts continued use intention, its effect was relatively weaker compared to other characteristics, highlighting the importance of balancing emotional engagement with functional utility. Innovativeness indirectly influences continued use intention through perceived usefulness, demonstrating its role in enhancing user satisfaction and loyalty. These findings emphasize the need for designing conversational agents that integrate user- friendly interfaces, innovative functionalities, and trust-building features. Practical implications include incorporating personalized services, emotion recognition, and multilingual support to improve usability and competitiveness. This study contributes to the literature by empirically examining the role of conversational agents in fashion e-commerce, providing actionable insight for optimizing user experiences and fostering sustainable engagement.