As artificial intelligence (AI) technologies continue to advance, AI chatbots have become a key digital interface in customer service environments. However, users exhibit heterogeneous levels of acceptance and continued usage, indicating the need for an integrated perspective that considers both technology acceptance and service quality. This study aims to provide a multidimensional understanding of AI chatbot acceptance by integrating the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) with the SERVQUAL framework. Using survey data collected from AI chatbot users, this study first employs cluster analysis based on UTAUT2 factors to classify users into three clusters: high, medium, and low levels. Analysis of variance reveals statistically significant differences in perceived service quality across clusters, with higher acceptance clusters reporting more favorable SERVQUAL evaluations, particularly in terms of responsiveness. Subsequent multiple regression analyses demonstrate that the effects of SERVQUAL dimensions on behavioral intention to use AI chatbots vary across clusters. The results indicate that AI chatbot user clusters differ significantly in their perceptions of service quality, and that the SERVQUAL factors affecting behavioral intention to use AI chatbots are not uniform across clusters. This study contributes to the literature by empirically linking technology acceptance levels with service quality perceptions in AI chatbot contexts. Practically, the findings suggest that firms should adopt cluster-specific strategies to enhance chatbot design, service quality management, and user engagement.

1. 서 론
2. 이론적 배경
    2.1 AI 챗봇
    2.2 SEVQAUL과 AI 챗봇 연구
    2.3 UTAUT2 모델과 AI 챗봇 연구
3. 연구 설계
    3.1 연구 모형
    3.2 조작적 정의
4. 연구 결과
    4.1 빈도분석
    4.2 요인분석
    4.3 군집분석
    4.4 군집별 인구통계학적 특성 분석
5. 결 론
    5.1 결과 요약
    5.2 시사점 및 제언
References

• Dasol Lee(Department of Global Culture Business Management, Woosuk University) | 이다솔 (우석대학교 글로벌문화경영학부)
• Taeho Kim(Department of Business Administration, Hanyang University) | 김태호 (한양대학교 일반대학원)
• Jeman Boo(Department of Business Administration, Hanyang University) | 부제만 (한양대학교 경영학과) Corresponding author