Journal of the Korean Society for Library and Information Science
- P-ISSN1225-598X
- E-ISSN2982-6292
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The Influence of Anthropomorphism and Service Quality of Public Library AI Chatbot on Continuous Use Intention
Abstract
This study analyzed the factors that influence when users want to use public library AI chatbot services continuously focusing on the five dimensions (reliability, assurance, tangibles, empathy, and responsiveness) of service quality (SERVQUAL) along with anthropomorphism, which is a characteristic of AI chatbot from the perspective of Social Presence Theory in order to revitalize the use of AI chatbot services in public libraries. As a result, service quality that influences the intention to continuous using AI chatbot positively through the analysis of indirect effects was analyzed as reliability, tangibles, empathy, and responsiveness. As a result of conducting a total effect analysis to find out the magnitude of the impact of these factors, assurance was only significant in the direct effect, the biggest factor that had an influence on continuous use intention positively, and tangibles was the smallest impact factor. In addition, it was found that the human characteristic of AI chatbot service, which was anthropomorphism of AI chatbot, played a significant role that service quality promoted user's continuous use intention. Based on these analysis results, this study proposed improvements and implications for the continuous use of public library AI chatbot services, and this is meaning of the study.
- keywords
- AI Chatbot, Intention to Continuous Use, Service Quality, Anthropomorphism, SERVQUAL