음식배달앱 이용자들의 리뷰정보, 금전적 위험, 지속이용의도의 관계에 관한 연구 - 챗봇상담의 리뷰정보의 금전적 위험에 관한 조절효과 -

초록

The objective of this study is to examine the relationships among review information, monetary risk, continuance usage intention, and chatbot consultation within the context of food delivery applications. Specifically, the study investigates the moderating effect of chatbot consultation on the relationship between review information and monetary risk. Data were collected from 364 respondents recruited through the Clickworker platform. To test the research hypotheses, Hayes’ Process Macro Model 7 was employed. The results indicate that review information negatively affects monetary risk. Furthermore, continuance usage intention is significantly influenced by both review information and monetary risk. In addition, chatbot consultation was found to significantly moderate the relationship between review information and monetary risk. This study contributes to the literature by elucidating the interrelationships among these four key constructs.

키워드