서비스 실패 상황에서 챗봇의 의인화가 고객 분노와 사과수용의도에 미치는 영향
The Impact of Chatbot Anthropomorphism on Apology Acceptance Intention through Customer Anger
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초록
인공지능의 발달로 인해 기업의 서비스활동에서 대화형 로봇의 활용이 증가하고 있다. 대화형 인공지능 기술의 급속한 발전으로 다양한 서비스 영역에서 사람의 역할을 대신하는 시점에서 본 연구는 구체적으로 챗봇의 의인화가 고객과의 대화를 통해 나타나는 감정적 반응과 결과를 밝히고자 하였다. 의인화된 챗봇과의 대화는 고객의 긍정적인 반응을 이끌어 낸다는 것은 이미 여러 선행연구에서 밝혀졌으나 본 연구는 의인화의 효과가 부정적으로 나타날 수 있는 점에 초점을 맞추었다. 본 연구는 2개의 연구를 통해 의인화된 챗봇에 대한 기대와 감정적 연결성이 부정적인 감정을 촉발하여 고객의 용서의도를 감소시킬 수 있다는 점을 조사하였다. 연구 1에서는 서비스 실패상황에서 고객이 의인화된 챗봇과 대화할 때 챗봇의 사과를 받아들일 의도가 일반적인 챗봇에 비해 낮아진다는 것을 검증하였다. 연구 2에서는 이러한 현상이 일어나는 메커니즘을 검증하기 위하여 분노의 매개분석을 실시하였다. 즉, 서비스 실패 상황에서 고객이 의인화된 챗봇과 대화할 때 일반적인 챗봇에 비해 분노의 감정이 더욱 촉발될 수 있으며 이는 고객의 사과수용의도에도 부정정인 영향을 미친다는 것을 검증하였다.
Abstract
With the advancement of artificial intelligence, the use of conversational robots in corporate service activities is increasing. At a time when conversational AI technology is rapidly advancing and replacing human roles in various service areas, this study specifically aims to elucidate the emotional reactions and outcomes that occur through conversations with anthropomorphized chatbots. While previous studies have shown that conversations with anthropomorphized chatbots elicit positive responses from customers, this study focuses on the potentially negative effects of anthropomorphism. Through two studies, this research investigates how expectations and emotional connections with anthropomorphized chatbots can trigger negative emotions and reduce customers' intention to forgive. Study 1 verified that in service failure situations, customers' intention to accept apologies from anthropomorphized chatbots is lower compared to non-anthropomorphized chatbots. Study 2 conducted a mediation analysis of anger to examine the mechanism behind this phenomenon. It was confirmed that in service failure situations, conversations with anthropomorphized chatbots could evoke stronger feelings of anger than those with non-anthropomorphized chatbots, negatively impacting customers' intention to accept apologies.
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