Earticle

초록

영어

This study examines the effect of consumers’ perception of intelligent agent usage on purchase decision-making in e-commerce platforms. As e-commerce platforms increasingly adopt intelligent agent technologies such as personalized recommendations, search assistance, and price comparison tools, consumers’ perceptions of these functions have become an important factor influencing shopping behavior. This study classifies intelligent agent usage perception into personalization perception and interactivity perception and investigates how these perceptions influence purchase decision-making through price rationality, product suitability, product attitude, and user satisfaction. Data were collected through an online survey targeting consumers with experience using e-commerce platforms such as Coupang, Alibaba, Amazon, Naver, Musinsa, Auction, and 11st, and a total of 100 valid responses were used for analysis. The collected data were analyzed through statistical analysis including reliability analysis, correlation analysis, regression analysis, and ANOVA. The results show that all variables are positively correlated with purchase decision-making. However, the regression analysis indicates that user satisfaction is the only variable that has a statistically significant effect on purchase decision-making, while personalization perception, price rationality, and product suitability are not significant. In addition, no significant differences were found across e-commerce platforms. These findings suggest that consumers’ purchase decisions are influenced more by their overall user experience and satisfaction than by the technical features of intelligent agents. This study provides theoretical implications for understanding AI-based consumer behavior and practical implications for e-commerce firms seeking to enhance customer experience and improve purchase conversion.

목차

Abstract
1. 서론
2. 이론적 기초 및 문헌 연구
3. 연구방법
3.1 연구가설
3.2 자료수집
3.3 척도
3.4 분석 방법
4. 분석 결과
4.1 표본의 특성
4.2 기술통계 분석
4.3 신뢰성 및 타당성 분석
4.4 가설 검증
5. 결론
참고문헌

키워드

저자

• 신준호 [ 경상국립대학교 경영정보학과 ]
• 정대율 [ 경상국립대학교 경영정보학과 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국경영정보학회 정기 학술대회 [KMIS Conference]

• 간기

  반년간

• 수록기간

  1990~2026

• 십진분류

  KDC 325 DDC 658