챗봇의 성별과 챗봇과 고객 간의 성별 일치 효과에 관한 연구: 은행서비스를 배경으로

초록

Chatbots, automated text-based conversational programs, are a popular technology enabled by artificial intelligence (AI). Chatbots have been adopted in diverse service areas to enhance business performance by facilitating interactions between humans and machines. This study tests the effect of chatbot gender, and the gender congruence between chatbot and customer, on customer responses in a banking context. Data was collected using a scenario-based online survey with a 2 (chatbot gender: male vs. female) x 2 (congruence of chatbot gender and respondent gender: congruent vs. incongruent) between-subject factorial design. Across two chatbot gender and respondent gender contexts, the results show that a male banking chatbot increases customer satisfaction and brand conceptual fluency significantly more than a female banking chatbot. Study results also show the interaction between chatbot gender and the congruence of chatbot gender and respondent gender influences perceived intimacy and information richness. Our findings are relevant to banks, fintech companies, and other businesses that are rapidly adopting chatbots to engage consumers and enhance branding.

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