챗GPT의 서비스 품질과 정보 품질이 패션 제품의 구매의도와 구전의도에 미치는 영향
Effects of the Service Quality and Information Quality of ChatGPT on Purchase Intention and Word of Mouth Intention for Fashion Products
- 발행
- 2024
- 소속·발행
- 경희대학교 의류디자인학과
- 출처
- 국내 KCI
- DOI
- 10.5850/JKSCT.2023.47.6.1038
- 원문등록
- 2024-01-06
- 원문
- 원문 보기 ↗
개념
키워드
챗GPT, 서비스 품질, 정보 품질, 구매의도, 구전의도, ChatGPT, Service quality, Information quality, Purchase intention, Word of mouth intention
초록
This study investigates the effects of ChatGPT's quality characteristics (service and information) on purchase intention and word of mouth intention. We distributed questionnaires among domestic men and women aged in their 20s and 30s who had experience of using ChatGPT. A total of 222 responses were subjected to frequency analysis, factor analysis, correlation analysis, and multiple linear regression analysis using the IBM SPSS statistical program version 26. The major findings were as follows: (1) The factors of service quality were categorized as Tangibility, Reliability, Empathy, and Assurance, while the factors of information quality were categorized as Recency, Accuracy, and Usefulness. (2) Among the service quality factors of ChatGPT, two factors (Reliability and Empathy) significantly impacted purchase intention, and three factors (Tangibility, Reliability, and Empathy) significantly affected word of mouth intention. (3) Among ChatGPT's information quality factors, two factors (Usefulness and Recency) had a significant effect on purchase intention, and two factors (Usefulness and Accuracy) exerted a significant influence on word of mouth intention. (4) Purchase intention ha