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A Study of Use Intention of Chatbot Using the Extended Theory of Planned Behavior: Focusing on the Role of Interaction
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확장된 계획행동이론을 이용한 챗봇 사용의도 연구: 상호작용 역할을 중심으로

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Type
Academic journal
Author
Chang, Do-Young (경희대학교) Lee, Choong-Ki (경희대학교)
Journal
The Korea Academic Society Of Tourism And Leisure Journal of Tourism and Leisure Research Vol.31 No.8(Wn.144)
Published
2019.8
Pages
433 - 454 (22page)
DOI
10.31336/JTLR.2019.8.31.8.433

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A Study of Use Intention of Chatbot Using the Extended Theory of Planned Behavior: Focusing on the Role of Interaction
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Research history (4)

2022

Application of SOR theory to the decision-making process with a chatbot: Focusing on the travel agency’s chatbot
Chang Do-Young ,  Lee Choong-Ki 관광학연구 2022.05 Academic journal

2021

A Study on the Effect of Characteristic of Chatbot on Psychological Responses, Satisfaction, and Continuous Use Intention Using SOR Theory : Focusing on Chatbot of Travel Agency
장두영 관광학과 2021.01 Thesis

2019

A Study of Use Intention of Chatbot Using the Extended Theory of Planned Behavior: Focusing on the Role of Interaction
Chang ,  Do-Young ,  Lee Journal of Tourism and Leisure Research 2019.08 Academic journal

2018

A Study on the influence of individual characteristics and career orientation on travel agency entrepreneurship behavior
장두영 경영 2018.01 Thesis
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Abstract· Keywords

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The purpose of this study is to predict behavior intention of chatbot in the travel industry using the extended theory of planned behavior(ETPB) by including the concept of interaction. To achieve this objective, onsite and online surveys were conducted to those who have used chatbot to search for tourism products. The study collected 236 samples after eliminating eight insincere questionnaires. The results of this study show that interaction consisted of six factors: user control, responsiveness, personalization, connectedness, ubiquitous connectivity, and contextual offer. The results of the ETPB reveal that interaction influenced attitude positively as well as behavioral intention to use chatbot. Subjective norm and perceive behavior control were found to positively influence behavioral intention, whereas attitude did not affect behavioral intention. These findings imply that interaction is an important factor when developing chatbot in the tourism industry.
#챗봇(Chatbot) #확장된 계획행동이론(Extended Theory of Planned Behavior) #상호작용(Interaction)

Contents

Abstract
I. 서론
II. 이론적 고찰
Ⅲ. 연구방법
Ⅵ. 분석결과
Ⅴ. 결론 및 시사점
참고문헌

References (58)

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강희주 / 2017 / 메신저 기반의 모바일 챗봇 서비스 사용자 경험 평가 -구글(Allo)과 페이스북(M messenger)을 중심으로- / 한국융합학회논문지 8(9):271~276 dbpia 고기동 / 2014 / 모바일 관광정보 탐색과 구매의도; 계획행동과 기술수용의 통합모형 제안 google schola 고성규 / 2017 / 승마체험 의사결정과정에서 부모의 역할: 안전성 변수를 추가한 확장된 계획행동이론을 중심으로 / 관광레저연구 29(3):97~113 dbpia 곽동성 / 2012 / 모바일 애플리케이션의 상호작용성이 플로우(flow)와 구매의도에 미치는 영향에 관한 연구 -구매등급을 조절효과로- / 디지털융복합연구 10(10):165~176 dbpia 김기백 / 2018 / 확장된 계획행동이론을 통한 공공자전거 지속 이용 예측모형 검증 / 한국체육과학회지 27(3):737~750 dbpia

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