Effects of Artificial Intelligence Functionalities on Online Store'S Image and Continuance Intention: A Resource-Based View Perspective

인공지능 기능성이 온라인 상점의 이미지와 지속사용의도에 미치는 영향 연구: 자원기반관점을 중심으로

  • Bo, Wen (Department of Management, Kyung Hee University) ;
  • Jin, Yunseon (Department of Management, Kyung Hee University) ;
  • Kwon, Ohbyung (School of Management, Kyung Hee University)
  • Received : 2020.03.28
  • Accepted : 2020.05.11
  • Published : 2020.05.31


The adoption of artificial intelligence technology is continuously increasing in online stores. However, there have been no empirical studies that examine whether each of the artificial intelligence functions affects consumers' continuance intent to shop online. This study aims to understand the effect of the main function of artificial intelligence on the continuance intention of online store via empirical analysis. In particular, we focus on how artificial intelligence as a resource affects the heterogeneity of online stores in terms of resource-based views. We also analyzed the mediating effect of online store's image (product and service) between artificial intelligence (AI) functions and continuance intention. The results suggest that the presence of AI function on online stores positively influence the continuance intention from the resource-based perspective. Furthermore, it was found that AI technology positively affects the image of a product and service. We also found that there was a difference in the way of influencing the intention to use online stores by AI functions.


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