중국 전자상거래 플랫폼에서 챗봇의 특성이 고객만족도에 미치는 영향에 관한 연구

A Study on the Effect of Chatbot Characteristics on Customer Satisfaction in China’s e-commerce Platform

With the development of the 4th industrial revolution, companies are trying to introduce new AI technologies and improve their performance. In particular, chatbot technology has developed and can not only communicate smoothly with humans, but also perform many complex tasks, so it has high market potential. However, there is still little research on chatbots in the field of e-commerce. Accordingly, this study aims to suggest ways to improve corporate performance through chatbot user satisfaction analysis. With the rapid development of China's e-commerce platform, In this study, through previous studies, the characteristics of chatbots were classified into accessibility, accuracy, empathy, reliability, and intimacy as factors influencing perceived usefulness, perceived ease, and perceived enjoyment of the Technology Acceptance Model (TAM). Five were selected and used as independent variables, and a model that affects customer satisfaction was set up. This paper sets user satisfaction as an important indicator of chatbot service and analyzes the path that affects user satisfaction, thereby improving chatbot service technology. It is important in that it provides a way to improve the smart chatbot service by understanding the degree of user acceptance in depth.