초록 열기/닫기 버튼
21세기 ICT의 패러다임은 모바일 OS에서 메신저 플랫폼으로 변화하고 있다. 1966년 Eliza가 개발된 이후 인공지능과 소프트웨어의 발전으로 인해 챗봇으로 진화되었으며 관광기업(하나투어, 노랑풍선, 인터파크 등)도 챗봇을 개발하여 활용하고 있다. 챗봇 개발과 사용이 증가하는 가운데 학계에서도 챗봇에 관한 다양한 연구의 필요성이 제기되고 있다. 본 연구는 SmartPLS 3.0을 사용하여 계획행동이론의 독립변수(태도, 주관적 규범, 지각된 행동통제)와 종속변수(사용의도)간에 상호작용의 조절효과를 검증한다. 연구결과, 태도, 주관적 규범, 지각된 행동통제는 사용의도에 긍정적인 영향을 미치는 것으로 나타났으며, 상호작용은 태도와 의도간의 조절역할을 수행하는 것으로 나타났다.
In the 21st century, messenger platforms play an important role. These messenger platforms include DaumKakao and Facebook, etc. Since Eliza's development in 1966, it has transformed into a chatbot with the aid of software and artificial intelligence. Currently, chatbots are actively being used by both private companies and public organizations. Furthermore, the tourism companies are gradually increasing the use of chatbots (i.e. HANATOUR, YELLOWTOUR, INTERPARK). As the use of chatbot has increased, there is a need for research within academia as well. Based on theory of planned behavior (TPB), this study investigates the intention of using chatbot by applying interaction as a moderation variable, and analyzing data through SmartPLS 3.0. The advantages of SmartPLS 3.0 is that a large number of variables can be analyzed simultaneously. The study was conducted on experienced chatbot users and collected a total of 236 samples. The study findings show that Attitude, Subjective Norm, and Perceived Behavioral Control have a significant impact on the Behavioral Intention and that there is a significant interaction between Attitude and Behavioral Intention, in addition, this means that stronger interaction reduces the impact of attitude on intention. In future research, not only behavioral intention, but also purchasing behavior, corporate image and satisfaction level through the use of chatbots could be studied.
키워드열기/닫기 버튼
Theory of Planned Behavior, Chatbot, Interaction Effect, Moderating Effect
