Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Effect of Anthropomorphism Level of the Shopping Chatbot, Message Type, and Media Self-Efficacy on Purchase Intention

쇼핑 챗봇의 의인화 수준과 메시지 유형, 미디어 자기효능감이 구매의도에 미치는 영향

  • Ha, Yu Jin (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Hwang, Sun jin (Dept. of Fashion Design, Sungkyunkwan University)
  • 하유진 (성균관대학교, 의상학과) ;
  • 황선진 (성균관대학교, 의상학과)
  • Received : 2021.08.02
  • Accepted : 2021.09.16
  • Published : 2021.09.30
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Abstract

Currently, chatbot, a conversational platform based on artificial intelligence, is drawing attention as a new marketing channel. This study attempted to verify the effect of the anthropomorphism, message type, and media self-efficacy level on purchase intention. The experimental design of this study was a 2 (anthropomorphism level of shopping chatbot: low vs. high) × 2 (message type: factual vs. evaluative) × 2 (media self-efficacy: low vs. high) three-way mixed analysis of variance (ANOVA). This study conducted a survey by the convenience sampling method of 402 women in their 20s and 30s living in Seoul and the Gyeonggi area who were aware of chatbot services. For the final analysis, 388 questionnaires were used. Data were analyzed with the SPSS 23 program and three-way ANOVA. Simple main effects analysis was conducted. The results of this study were as follows. First, there were statistically significant differences in purchase intention according to anthropomorphism level, message type, and media self-efficacy. Second, message type and media self-efficacy showed statistically significant interaction effects on purchase intention. Lastly, anthropomorphism and the media self-efficacy level and the message type of the shopping chatbots showed significant three-way interaction effects on purchase intention.

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References

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