A Study on Factors Affecting Intention to Continuous Use Chatbot Services in Financial Institutions
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The South Korean AI market expanded significantly from 2019 to 2024, with AI technologies be-coming increasingly vital in financial services. The rise of non-contact transactions and branch downsizing has shifted customer service towards non-contact interactions, highlighting chatbot services' importance. AI solutions like KB Kookmin Bank's chatbot 'Bibi' enhance customer satis-faction and institutional competitiveness. This study surveyed 250 financial institution chatbot users nationwide in February 2024, using SPSS and R to analyze factors affecting continuous usage in-tention. Results showed social presence, response accuracy, and assurance positively influenced expectation confirmation, while responsiveness had no significant effect. Security and interactivity showed positive effects, but reliability and ease of use were not significant. Usage frequency and education level variations were noted. Repeated use strengthened the relationship between social presence and expectation confirmation, though security concerns increased with usage. This study provides empirical evidence for improving chatbot service quality and user experience, offering strategic insights for non-contact financial services.