산경연구논집 (JIDB) Vol. 11 No. 6 (p.41-53)

The effect of image search, social influence characteristics and anthropomorphism on purchase intention in mobile shopping

키워드 :
Image Search,Social Influence,Artificial Intelligence,Anthropomorphism,Mobile Shopping

목차

Abstract
1. 서론
2. 이론적 배경
   2.1. 모바일 이미지 검색 특성
   2.2. 사회적 영향 특성
   2.3. 만족, 플로우, 의인화 및 구매의도
3. 연구모형 및 가설
   3.1. 연구모형
   3.2. 연구가설
4. 조작적 정의 및 실증 분석
   4.1. 자료의 수집 및 분석 방법
   4.2. 변수의 조작적 정의 및 측정
   4.3. 빈도 및 인구통계학적 분석
   4.4. 탐색적 요인 및 신뢰도 분석
   4.5. 확인적 요인 분석
   4.6. 타당성 분석
   4.7. 연구 모형 적합도 및 가설 분석
   4.8. 매개효과 및 조절 효과 분석
5. 결론 및 시사점
   5.1. 연구결과 학문적 의의 및 시사점
   5.2. 연구의 핚계 및 향후 연구방향
Reference

초록

Purpose: The purpose of this study is to review the previous studies on the characteristics of the image search service provided by using artificial intelligence, the social impact characteristics, and the moderating effect of perceived anthropomorphism, and conduct empirical analysis to identify the constituent factors affecting purchase intention. To clarify. Through this, I tried to present theoretical and practical implications. Research design, data, and methodology: Research design was that characteristics of image search service (ubiquity and information quality) and social impact characteristics (subjective norms, electronic word of mouth marketing) are affected by mediation of satisfaction and flow, therefore, control of perceived anthropomorphism have an effect on purchase intention to increase. For analysis, research conducted literature review, and developed questionnaires, so that EM firm which is a specialized research institute has collected data. This was conducted on 410 people between the 20s and 50s who have mobile shopping experiences. SPSS Statistics 23 and AMOS 23 had been used to perform necessary analysis such as exploratory factor analysis, reliability analysis, feasibility analysis, and structural equation modeling based on this data. Results: first, ubiquity, information quality and subjective norms were found to have a positive effect on purchase intention through satisfaction and flow parameters. Second, satisfaction and flow were found to have a mediating effect between ubiquity, information quality, and subjective norms and purchase intentions. However, there was no mediating effect between eWOM information and purchase intention. Third, perceived anthropomorphism was found to have a moderating effect between information quality and satisfaction, and it was found that there was no moderating effect on the relationship between information quality and flow. Conclusions: The information quality of image search services using artificial intelligence has a positive effect on satisfaction, and it has been found that there is a positive moderate effect of perceived anthropomorphism in this relationship, which may be an academic contribution to the distribution science utilizing artificial intelligence. Therefore, it is possible to propose a distribution strategy that improves purchase intention by utilizing image search service and anthropomorphism in practical business and providing a more enjoyable immersive experience to customers.