ISSN:1738-6764, eISSN:2093-7504

The Effect of Service Quality on the Reuse Intention of a

Chatbot: Focusing on User Satisfaction, Reliability, and
Immersion
Minjin Kim 1 and Byenghee Chang 2,*
1 Department of Media and Communication Sungkyunkwan University; Master; [email protected]
2 Department of Media and Communication Sungkyunkwan University; Professor; [email protected]
* Correspondence
https://doi.org/10.5392/IJoC.2020.16.4.001
Manuscript Received 29 April 2020; Received 5 October 2020; Accepted 17 November 2020

Abstract: This study examined the impact of chatbot service quality (process quality, outcome quality, and
servicescape quality) on user satisfaction and reliability by identifying the relationships between user
satisfaction, reliability, immersion, and the paths of three variables influencing reuse intention. The survey
was conducted of Korean users in their teens and 70s who had experience using chatbot services. A total of
218 convenience samples were extracted and the data analyzed. By the IS success and SERVQUAL model, the
results of structural equation modeling revealed that the chatbot service quality did not affect user satisfaction
and reliability. However, user satisfaction and reliability of the chatbot services were shown to lead to reuse
intention, and user satisfaction was shown to affect immersion and immersion in reliability. The results showed
that satisfaction, reliability, and immersion in the chatbot services were important factors in the chatbot reuse
intention. Through the satisfaction and reliability gained through the service, the users wanted to reuse the
chatbot services, especially the chatbot services that gained reliability, which will have a greater impact on
reuse intention. We can use these results as marketing information to attract loyal customers by identifying
the reuse intention of the chatbot service users.

Keywords: Chatbot; IS success model; SERVQUAL; User satisfaction; Reliability; Immersion; Reuse
intention

1. Introduction
People’s everyday living conditions have continued to change in a variety of shapes with the development
of IT. In the mid-1980s, as PC emerged and became increasingly available, the use of PC naturally became part
of everyday life and work environments. Although each PC was independent, the Internet market grew rapidly
with the creation of an easy Internet access environment through web browsers, and as wireless Internet
emerged and smartphones expanded, the core of the Internet market moved to mobile platforms, forming a
diverse application ecosystem [1]. This paradigm of Information and Communication Technologies (ICI) has
continued to evolve over a 10-year cycle, and recently ICT platforms are rapidly changing from mobile
platforms to messenger platforms. In particular, with the advent of artificial intelligence-based chatbot services,
customer contact points are changing from person-to-person to person-to-technology in various industries, and
while artificial intelligence-based technologies such as deep learning and natural language processing are
evolving, chatbot services, which users can feel, are spreading and growing across the entire industry [2].
Chatbot is short for chat + robot, which refers to artificial intelligence (AI)-based communication software
that responds through text conversations with people and provides answers to questions or related information
[1]. Chatbot has the advantage of being convenient because it can save waiting time and visiting time for service
from the perspective of service users, and because it can be used efficiently and without any place restrictions.
Also, from the service provider's perspective, it can replace simple, repetitive customer responses, enabling
efficient use. Because these secured user groups can be used as service targets, it is expected that various
services will continue to provide chatbot services through mobile messenger platforms [3]. Based on this
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International Journal of Contents Vol.16, No.4, Dec. 2020 2

usefulness, there is a need to understand the service quality of chatbot and consider factors that affect user’s
intention to use them.
Twenty-six out of 352 financial firms are operating chatbot services to replace existing customer call
centers, with 21 more to be introduced by 2019 [4]. The private sector is focused on ‘talk-type commerce’ and
the public sector is focusing on introducing chatbot in ‘civil service and administrative counseling’ and the level
of service is gradually increasing due to professional knowledge-based counseling such as law. In particular,
there are various use cases in the medical sector such as depression and stress management that are difficult to
provide face-to-face counseling, and where medical costs are high [2]. Chatbot services are being used in such
diverse industries, and the use of chatbot services is expected to expand in the future along with technological
developments. Therefore, the purpose of this paper is to identify the quality factors of chatbots that should be
considered for users’ continued use through understanding of the quality of chatbots used by artificial
intelligence technology and examining factors that affect the user’s intention of use from a long-term
perspective.
With the introduction and utilization of information systems in various areas along with the development
of information technology, a number of researchers in the MIS field became interested in the performance of
the information system, and these research trends developed in the direction of proposing a typical model for
successfully operating the information system. The revised information system success model (2003) consists
of six interrelated dimensions, taking into account the impact of use and user satisfaction [5], In this paper, we
look at the factors affecting the users of chatbot services based on the revised IS model to find out how to
successfully operate a competitive new technology service called chatbot.
Therefore, this paper seeks to explore the effect of the quality service of chatbot on user satisfaction and
reliability, and the effect of parameters leading to service quality and intention of reuse through a model of
relationship with reuse intention. And by identifying the relative importance of chatbot quality factors that use
artificial intelligence technology, it contributes to collecting marketing strategies by presenting characteristics
of service quality that service providers need to manage.

2. Related work or Analysis

2.1 Chatbot Service

Chatbot refers to ‘artificial intelligence-based communication software’ that responds through
conversations with people and provides appropriate answers to user’s questions or relevant information [2].
Chatbot explains that it simply imitates conversations in a way that presents answers out of a limited set of
responses without memory or knowledge [6]. Chatbot systems are based on natural language processing
technology that converts user’s verbalness content into text, as they interact through text between users and
systems. Therefore, it requires a dialogue controller that considers interaction with users, and consequently a
technology that produces answers to be delivered to users, namely artificial intelligence technology [7].
Many of the existing services using chatbot are designed to save time, improve user experience, and
enhance accessibility through chatbot. This is because chatbot can simplify the existing complex UI (User
Interface) and communicate user’s intentions to the system more efficiently. Therefore, effective use of these
chatbots makes it easy for people with low digital literacy to access and use them because they can get the
results they want only through everyday conversation [8]. According to [9], chatbot service is emerging as a
new alternative to the already saturated app market, and people using messenger service apps are also becoming
very dependent on dialogue, and thus entering the market provided on the messenger platform of chatbot
services is very advantageous. Therefore, chatbot, which is stable and activated, is expected to evolve into a
powerful medium for marketing.
Up until now, prior research on chatbot has been conducted in various ways with research on determining
the acceptance of chatbot, usability of functions or user characteristics. Reference [10] focused on the expanded
technology acceptance model (ETAM), and looked at the impact of personal innovativeness, self-efficiency and
perceived playfulness on the intention of using chatbot services based on messenger platforms. Reference [4]
conducted a study on quality factors on the intention of using financial chatbot, reference [11] looked at factors
that affect client relationship proneness, trust, commitment and reuse intention in IT services. Reference [12]
focused on the news subscription chatbot application, and looked at the impact of chatbot level of conversational
interaction on the system reliability and continuous usage intention.
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2.2 IS Success Model and Service Quality

As information systems were introduced and utilized in various areas along with the development of
information technology, numerous researchers in the MIS field became interested in the performance of the
information system. This research trend has evolved in the direction of proposing a typical model for
successfully operating the information system [13]. A typical theoretical model from investing in information
systems to producing results is the DeLone & McLean model [14].
Reference [15] presented an information system success model (Information System Success Model),
summarizing the concepts and effects commonly used in numerous studies that defined and analyzed the
performance of these information systems. They analyzed and integrated the assessment factors presented in
the previous studies into six performance variables: system quality, information quality, use, user satisfaction,
personal performance, and organizational performance. These performance variables interact with each other,
explaining that system quality and information quality affect perceived usefulness, that user use and perceived
usefulness interacts, and that these factors influence personal effects and then organizational effects. That is, it
reflects the process concept of improving organizational performance through personal performance rather than
direct effect on the performance of an organization [13].
Reference [16] defined perceived service quality as “a form of attitude different from objective quality as
a consumer’s judgment on the overall excellence or superiority of a particular service” and “perceived quality
is shown in terms of the direction and degree of difference between consumer’s perception and expectations”.
They also argued based on [17] that service quality can be assessed at 10 service levels (types, responsiveness,
etiquette, reliability, ability, credit, communication, reliability, customer understanding, accessibility)
regardless of service type, in subsequent studies, the SERVQUAL model was proposed, with 97 measurement
items readjusted to five dimensions (types, reliability, assurance, responsiveness, empathy) through a factor
analysis.
Reference [18] noted that the service quality consists of three dimensions: ‘service product’, ‘service
delivery’ and ‘service environment’. Here the service product relates to the resulting quality of [17], service
delivery relates to the process quality, the service environment is related to the background of the service
delivery, or the ‘service scape’.
The SERVQUAL model is being developed through empirical analysis of related factors in research
literature in the information technology sector. Reference [19] used the model to find out the effect of the quality
of perceived chatbot service on customer satisfaction and word of mouth, reference [20] used the model to find
out about the intention of using chatbot service with a focus on accessibility. Quality of information system
services should be measured conceptually in a complex and multidimensional manner, so they are being
developed through exploratory elicitation of quality assessment-related factors for services perceived by users,
and these measurements can be utilized as strategic assets of service providers.
Chatbot is an information system service that provides appropriate answers or various related information
to questions from text users. Therefore, based on the concept of quality of the information system, the service
quality dimensions were largely divided into ‘process quality’, ‘outcome quality’ and ‘service scape quality’.
The process quality refers to the quality of the customer’s interpersonal relationship with the service employee,
the outcome quality is similar to the concept of a service product [18] or technical quality [17] and refers to the
degree to which the resulting desire is satisfied after delivery of the service. Finally, the service scape quality
is the service environment behind the delivery of the service and includes the quality of the building exterior
and material facilities [21].

2.2.1 Service Quality and User Satisfaction

While it is common for user satisfaction to increase as service quality is perceived to be higher, recent
studies have proven its validity [22-24]. Reference [25] investigated which of the three best models for service
quality were the customer satisfaction (CS)-service quality (SQ)-action (BI) models, which proved to be the
best. Reference [26] surveyed bank service customers, proving a causal relationship in which service quality
affects customer satisfaction. In other words, improved service quality increases customer satisfaction, then,
increases the WOM intention and willingness to repurchase, therefore, the performance of the entity is improved
[25, 26]. Reference [19] confirmed that customer satisfaction increased as the quality of the perceived service
of chatbot improved.
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As for the dimensions of service quality, marketers will focus on how each dimension of service quality
affects customer satisfaction [27]. Reference [28] found that ‘core service quality’ and ‘relational service quality’
are the determinants that directly affect the satisfaction of bank customers, respectively. This paper also
modelled the perception of each service quality dimension as having a direct effect on satisfaction, not on the
overall service quality.
H1. Each dimension of chatbot service quality will have a positive (+) effect on user satisfaction.
H1.1 Process quality will have a positive impact on user satisfaction.
H1.2 Outcome quality will have a positive impact on user satisfaction.
H1.3 Service scape quality of will have a positive impact on user satisfaction.

2.2.2 Service Quality and Reliability

Reliability plays a critical role in the use of information systems as a key factor in the success of the service
[29]. When the information is exchanged in an online environment where the other party is not face-to-face, the
reliability that the information recipient has in the information carrier is based on a continuous relationship [30].
Reliability is the intention to rely on the counterpart of the transaction in faith [31], to recognize a high
proportion of the adjustments the other party wants in relation to its sincere performance [32].
Reliability generally appears to have a static relationship with service quality, and [33] explains that trust
is an important factor in service marketing. Also, a study looking at the impact of perceived service quality on
satisfaction and reliability found that perceived service quality had a significant impact on customer reliability
[34]. Reference [35] emphasized the intangible nature of the service, arguing that faith and reliability are the
most important factors in providing the service quality. It also said that reliability and immersion act as a
medium for the service component and the intention of repurchase to customers who have a high relationship
with the businesses. In experiments, reference [36] identified increased reliability in information when
interactive agents communicated it. The chatbot system is interacting with the user through the text between
the system and the user, based on this, the quality of chatbot services that provide information is expected to
have the following impact on reliability.
H2. Each dimension of service quality will have a positive impact on reliability.
H2.1 Process quality will have a positive impact on reliability.
H2.2 Outcome quality will have a positive impact on reliability.
H2.3 Service scape quality will have a positive impact on reliability

2.3 User Satisfaction and Reliability

Reliability arises under conditions where there is an inactivity and ambiguity about whether consumers
will meet expectations through their consumption experience [37, 38]. In other words, within the existence of
uncertainty, consumers have a motivation to seek reliability. Reliability in the service aspect is an important
variable in predicting purchasing or repurchase behavior, as services inherently imply uncertainty about quality.
“Reliability evolves from past experience and previous interactions”, argued [38]. Reference [39] also said,
“reliability develops through experience”. Based on this, reliability can be viewed as being shaped based on
consumer’s experience of consumption that has accumulated over a long period of time in the past, and it can
be inferred that the experience of consumption is derived from overall satisfaction with the service. Therefore,
considering the causal relationship between user satisfaction and reliability, the customer’s experience in using
the service results in satisfaction/discontent after use, where customer satisfaction can be described as a direct
and overall assessment of the experience of use, so user satisfaction is a direct prior variable of trust [40, 41].
H3 User satisfaction will have a positive impact on reliability.

2.4 Immersion
The immersion associated with the sustainability of a relationship is variously defined as the variables that
appear in the relationship marketing study along with trust. Reference [31] described immersion as a desire to
maintain a lasting relationship and its value in the study of relationships between sellers and consumers. In other
words, it means the importance of relationships with partners and the desire to continue them in the future.
Reference [42] argues that relationship immersion exists only when the relationship is considered important
from the member and willing to feel a willingness to have a lasting relationship, including the belief that a
lasting relationship with another person deserves maximum effort to maintain it. Reference [43] also defined
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immersion as ‘the need to maintain relationships with the other party and to maintain a lasting relationship with
the future’. Looking at the study on immersion, reference [44] confirmed that commitment in Internet tourism
information services has a positive effect on behavior intention. Reference [45] confirmed that when users
interact with chatbot to achieve their goals, the higher the level of interaction, the greater their immersion level.

2.4.1 User Satisfaction and Immersion

Immersion in relationships is an important and essential condition for successfully maintaining long-term
relationships and preempting competitive advantage, and that the method of customer involvement is changing
from customer satisfaction to customer immersion. They said that if satisfaction meets customer needs in the
short term, immersion is relatively long-term and creates interdependent relationships with the businesses. In
relationship marketing, businesses were interested in immersion, an essential element for building successful
exchange of relationships and continuing relationships [32, 46, 47]. In addition, many studies have been
conducted to prove that immersion in relationships is related to satisfaction, reliability, communication, etc.
[32].
Looking at the results of research on immersion in marketing, we find that it plays an important role that
as a parameter that make up the relevant quality with satisfaction and reliability influences consumer’s future
purchase intentions. In addition, immersion is highlighted as a key element in interorganizational marketing
and service marketing.
H4 User satisfaction will have a positive effect on immersion in services.

2.4.2 Reliability and Immersion

The destruction of trust occurs when one member feels a another member’s lack of immersion. In other
words, reliability is an important factor in shaping the quality of relationships. Reference [42] also confirmed
that immersion was unrelated to deviance and considered that reliability affected immersion.
Looking at the preceding study on immersion and reliability, reference [61] explains that reliability affects
immersion in the buyer-seller relationship. Reference [62] explained immersion, “When a service is highly
trusted, customers like the service and want to continue the relationship, but when the reliability is low, they
decide whether to continue through calculating benefits and costs”. Also, reference [11] confirmed that
reliability in IT services has a defined impact on immersion.
H5 Reliability will have a positive influence on immersion.

2.5 Reuse Intention

Intention to use means that the user wants to use the service regularly [5]. Intention to use is a key concept
for maintaining a continuous relationship between an entity and a user, and the expected benefits formed on the
basis of past experience play an important role [48]. In the information system sector, the intent to use is
recognized as an important concept because the intent to use in the information system area is an important
cause for the development of the system [49].
In the definition of reuse intention, reference [50] defined the intention of consumers to continue to use
current service providers in the future based on past experience, while [35] defined reuse intention as the
possibility of consumers using service providers or service products over and over again in the future. In other
words, the extent to which consumers who have used a product or service in the past are willing to continue
using the product or service in the future [51]. In the IT service industry, it is very easy to access, enter, or leave
information, so it is not easy to maintain loyal customers with a tendency to repeat use, so we need to identify
variables that affect their intention to reuse them.

2.5.1 User Satisfaction and Reuse Intention

According to the definition of satisfaction in [49], low expectations or high performance will consequently
increase user satisfaction and have a positive impact on future continuing use intention. On the other hand,
dissatisfaction has a negative effect on the continuing use intention, so the two factors have a positive correlation.
Consumer’s satisfaction or dissatisfaction will ultimately have a huge impact on their customer’s reuse
intention. Looking at the studies of user satisfaction and reuse intention, reference [52] resulted that the service
quality directly affects customer satisfaction and loyalty, so that the differentiation of services should lead to
customer satisfaction and revisitation. In addition, reference [53] said, “The brand image of the coffee shop has
International Journal of Contents Vol.16, No.4, Dec. 2020 6

a significant impact on the customer’s satisfaction and revisitability, and the customer’s satisfaction has a
significant impact on the customer’s revisit, so the brand image recognized by the customer raises the customer
satisfaction level and leads the customer to revisit”. Reference [4] confirmed that the higher user satisfaction
with the financial chatbot service, the more intent it is to use it.
H6 User satisfaction will have a positive impact on the reuse intention.

2.5.2 Immersion and Reuse Intention

Immersion was developed by Csikszentmihalyi in 1975 and used in many areas, including sports, shopping,
games, hobbies, and computer use, and has been recognized as a useful concept for expressing human-computer
interaction [54].
Reference [31] described immersion as a desire to maintain a lasting relationship and a relationship value
in studying the relationship between buyers and sellers [55]. This implies the importance of a relationship to a
partner and the desire to continue the relationship. Reference [56] also show that customer benefits from
previous purchasing experiences affect immersion, while [35] who studied various roles of satisfaction, trust
and immersion in customer relationships, found that immersion affects future purchasing intent [57]. Reference
[4] confirmed that the level of immersion in financial chatbot affects the intention of use, reference [11] said
that immersion in IT services had an effect on the reuse intention.
The reason for introducing the concept of immersion in mobile service research is that the continuing use
of mobile services is closely related to the experience of immersion, and the challenge and curiosity of the
technology, known as the leading variables of immersion, can give each individual the appropriate impetus to
use the mobile service [58].
H7 Immersion of the service will have a positive impact on the reuse intention.

2.5.3 Reliability and Reuse Intention

For users who receive information, reliability can only be generated if the information that someone
provides them is accurate, unanticipated, and consistently reliable, and this reliability can lead to the belief that
they will continue to trust and rely on the information provider. Reference [38] revealed that depending on the
extent of this reliability, dependence on relationships with people varies and these dependence were also
associated with sustainability. Reference [59] confirmed in a study that the higher the reliability, the higher the
continuous usage intention.
H8 Reliability will have a positive impact on the reuse intention.

Figure 1. Research Model

3. Method

3.1 Data Collection and Analysis Method

This paper carried out empirical surveys to explain the service reuse intention by introducing process
quality, outcome quality and service scape quality. Measurement items for the survey were prepared according
to the intent of this paper by reviewing the preceding study.
Based on the chatbot currently being serviced, there is a closed answer to choose one of the options
proposed by chatbot and an open answer for artificial intelligence to understand and respond to the meaning of
International Journal of Contents Vol.16, No.4, Dec. 2020 7

natural language. In a study analyzing the user experience according to the level and type of conversational
interaction of chatbot, the higher the intimacy of conversational interaction of chatbot, the higher the satisfaction
and continuous usage Intention, but the lower the system reliability [12]. So, this paper conducted a survey on
all types of chatbot users, regardless of open or closed answer, to examine factors that affect user satisfaction
and reliability.
The demographic characteristics of respondents are as follows: The gender distribution was 48.2 percent
and 51.8 percent for men and women, respectively, with 20.6 percent for those in their 40s, 20.2 percent for
those in their 20s and 30s and 18.8 percent for teens. The distribution by occupation was 54.6 percent for office
workers, 15.6 percent for others, and 13.3 percent for college/graduate students.
The hypothesis of the study was basically established based on the hypothesis presented by [60], referring
to the existing prior study conducted. The effects of service quality among system quality were examined, and
the factors that constitute service quality were selected based on the three-dimensional quality model of [18].

4. Discussion

4.1 Demographic Characteristics

The survey was conducted on Korean users in their 10s and 70s who have experience using chatbot
services. A total of 218 convenience samples were extracted and data analyzed. The characteristics of the entire
sample are shown in Table 1. The gender ratio of all participants consisted of 105 males (48%) and 113 females
(52%). The distribution by age was the highest at 20.6 percent for those in their 40s, followed by 20.2 percent
for those in their 20s and 30s and 18.8 percent for teens. The distribution by occupation was 54.6 percent for
office workers, 15.6 percent for others, and 13.3 percent for college/graduate students.

4.2 Descriptive Statistics and Correlation

Prior to the analysis of the structural equation to be conducted to verify the theory of study, the statistical
characteristics between the three components of the service quality (process quality, outcome quality, service
scape quality), which are independent variables, and the dependent variables(user satisfaction, reliability,
immersion and reuse intention) were analyzed, and the results are shown in Table 2.
Correlation analysis was performed to determine how strong the primary relationship between the two
variables. Table 3 shows that there is a general correlation between variables.

Table 1. Result of frequency analysis for demographic variables

Variable Category Frequency Percentage(%)

Male 105 48.2
Gender
Female 113 51.8
15-19 41 18.8
20-29 44 20.2
30-39 44 20.2
Age 40-49 45 20.6
50-59 37 17.0
60-69 6 2.8
70-79 1 0.5
College/graduate student 29 13.3
Office Job 119 54.6
Occupation Housewife 20 9.2
Private Business 16 7.3
Etc. 34 15.6
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Table 2. Descriptive of variables

Average Standard deviation N

Process quality 3.5057 0.64510 218
Outcome quality 3.3471 0.73971 218
Service scape quality 3.5569 0.66994 218
Reliability 3.4917 0.69417 218
User satisfaction 3.3750 0.79066 218
Immersion 3.2927 0.81078 218
Reuse intention 3.5064 0.76926 218

Table 3. Correlation of variables

Service
Process Outcome User Reuse
Variable scape Reliability Immersion
quality quality satisfaction intention
quality
1
0.753** 1
0.728** 0.751** 1
0.668** 0.687** 0.725** 1
0.682** 0.831** 0.786** 0.765** 1
0.526** 0.691** 0.655** 0.564** 0.730** 1
0.594** 0.733** 0.715** 0.675** 0.772** 0.759** 1

4.3 Validity and Reliability

The measurement variables in this paper have been eliminated through the scale purification process. Prior
to the hypothesis test, the reliability and validity of measurement variables consisting of two or more items were
verified. The Cronbach’ɑ factor was used to measure reliability and an exploratory factor analysis was
performed to verify validity. All measurement variables used principle component analysis to extract
components, and the orthogonal rotation method (varimax) was adopted to simplify factor loading. The
selection criteria for the questions in this paper are 1.0 or higher for eigen value and 0.40 or higher for factor
value. Of the total 33 questions, two questions were removed because of structure of the theory, and 31 questions
were finally used for analysis. The results of the reliability verification of the measured items of these major
variables are shown in Table 4.
In this paper, the loading values between the observed and the potential variables were analyzed using the
method of confirmatory factor analysis by the maximum likelihood method using AMOS prior to the structural
equation analysis. In addition, in order to verify the convergence validity of the manipulation of the concept of
a configuration in the study, the construct reliability(CR) and the average variance extraction(AVE) were
performed.
The appropriateness of the research model was analyzed prior to the full-scale hypothesis verification. The
results of an analysis of the χ2 values, AGFI(Adjusted Goodness of Fit Index), GFI(Goodness of Fit Index),
RMR(Root Mean Residual), RMSEA(Root Mean Square Error of Approximation), which are commonly used
as the absolute fit index of a structural model and NFI(Normed Fit Index), CFI(Comparative Fix Index), which
are incremental fit index, are given in Table 5. The result show that the goodness of fit generally meet all
acceptance criteria (RMR≤0.05, GFI≥0.9, AGFI≥0.9, NFI≥0.9 CFI≥0.9 RMSEA≤0.05), and that overall,
the suitability of the model is acceptable.
Generally, it is said that it is meaningful if the average variance extracted (AVE) value is 0.5 or higher and
the construct reliability (CR) value is 0.6 or higher. The confirmatory factor analysis results presented in Table
6 show that the relationship between the potential variables in the overall observation category is statistically
International Journal of Contents Vol.16, No.4, Dec. 2020 9

significant (p<.05). The average variance extracted (AVE) results for each variable showed that all were greater
than the standard figure of 0.5 and the construct reliability was also greater than the standard figure of 0.7.
The square of correlation with the AVE of each variable was compared to verify the discriminant validity.
As a result, the square root of each of the potential factors of the AVE, as shown in Table 7, was greater than
their each correlations, and the discriminant validity between the components was identified.

4.4 Structural Equation Model Analysis

The following table shows the data fit of the measurement model. The results showed that x2=748.634,
df=329, RMR=0.035, GFI=0.803, AGFI=0.757, CFI=0.914, NFI=0.858, IFI=0.915. Among them, the GFI,
AGFI and NFI were smaller than 0.9 but were close to 0.9 so there was no problem in determining fit. Overall,
the fit of the model was secured.

4.5 Hypothesis Testing

This paper examines the impact of chatbot service quality (process quality, outcome quality, service scape
quality) on user satisfaction and reliability, consists to identify relationships between user satisfaction, reliability,
immersion, and paths that three variables influence reuse intention. A path analysis was performed using AMOS
26.0 to identify the relationship between each variable.
H1-1 set to explain the relationship between process quality and user satisfaction during chatbot
service quality was rejected(b=-1.133, p=.452), the relationship between outcome quality and user satisfaction
set to hypothesis H1-2 was also rejected (b=1.863, p=.496), and the relationship between service scape quality
and user satisfaction, set to hypothesis H1-3 was also rejected(b=.084, p=.961).
H2-1, set to explain the relationship between process quality and reliability, was rejected(b=13.872,
p=.956), and the relationship between outcome quality and reliability set to hypothesis H2-2 was also
rejected(b=-22.997, p=.955). The relationship between service scape quality and reliability set by hypothesis
H2-3 was also rejected(b=.650, p=.963).
H3, set to explain the relationship between the satisfaction and reliability of chatbot users, was
rejected(b=11.672, p=.955). H4 looked at the effects of chatbot user’s satisfaction on immersion and was
statistically significant(b=0.900, p=.000). H5 was statistically significant as a hypothesis to explain the
relationship between reliability and immersion(b=-.263, p=.027).
H6 is statistically significant, so chatbot user’s satisfaction have a positive impact on their reuse
intention(b= .386, p=.014). H7 assumed that immersion would have a positive effect on the reuse intention, but
is rejected(b=.172, p=.158). H8 assumed that the reliability of chatbot services would have a positive effect on
reuse intention and is statistically significant(b=.172, p=.000).

Table 4. Result of Reliability testing

Variable Measure Alpha if item Deleted Cronbach ɑ

Process quality 1 .755
Process quality 2 .600
Process quality .755
Process quality 3 .679
Process quality 4 .689
Outcome quality 1 .787
Outcome quality Outcome quality 2 .793 .839
Outcome quality 3 .750
Service scape quality 1 .798
Service scape quality 2 .820
Service scape quality Service scape quality 3 .790 .839
Service scape quality 4 .808
Service scape quality 5 .813
Reliability 1 .879
Reliability .888
Reliability 2 .862
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Reliability 3 .854
Reliability 4 .856
Reliability 5 .868
User satisfaction 1 .852
User satisfaction 2 .860
User satisfaction .891
User satisfaction 3 .857
User satisfaction 4 .859
Immersion 1 .898
Immersion 2 .885
Immersion Immersion 3 .882 .909
Immersion 4 .897
Immersion 5 879
Reuse intention 1 .887
Reuse intention 2 .896
Reuse intention Reuse intention 3 .891 .915
Reuse intention 4 .905
Reuse intention 5 .898

Table 5. Fit of model structure

Fit index x2 x2/df NFI TLI CFI RMSEA

≤0.05 : Good
Criteria p≥0.05 ≤3 ≥0.9 ≥0.9 ≥0.9
0.05~0.1 : Acceptable
Research 748.634
2.275 0.858 0.902 0.914 0.077
Model (p=0.000)

Table 6. Result of confirmatory factor analysis

Factor Std Construct

Concept Measure C.R. AVE
loading factor loading reliability
Process quality 4 1.000 .759 0.000*
Process
Process quality 3 1.094 .740 10.944 0.639 0.710
quality
Process quality 2 0.831 .638 9.302
Outcome quality 3 1.000 .860 0.000*
Outcome
Outcome quality 2 0.924 .750 13.481 0.758 0.780
quality
Outcome quality 1 0.862 .781 14.372
Service scape quality 5 1.000 .753 0.000*
Service scape
Service scape quality 3 0.942 .732 11.149 0.663 0.725
quality
Service scape quality 1 0.828 .703 10.648
Reliability 5 1.000 .798 0.000*
Reliability 4 1.078 .848 14.111
Reliability Reliability 3 1.087 .851 14.173 0.735 0.952
Reliability 2 0.866 .731 11.629
Reliability 1 0.762 .669 10.429
User satisfaction 5 1.000 .859 0.000*
User User satisfaction 4 1.117 .835 15.998
0.813 0.945
satisfaction User satisfaction 3 1.007 .843 16.262
User satisfaction 2 0.932 .815 15.325
Immersion Immersion 5 1.000 .754 0.000* 0.785 0.955
International Journal of Contents Vol.16, No.4, Dec. 2020 11

Immersion 4 1.260 .820 12.569

Immersion 3 1.362 .827 12.684
Immersion 2 1.238 .810 12.393
Immersion 1 1.304 .873 13.494
Reuse intention 5 1.000 .866 0.000*
Reuse intention 4 1.023 .843 16.245
Reuse
Reuse intention 3 0.939 .839 16.104 0.797 0.945
intention
Reuse intention 2 0.806 .761 13.690
Reuse intention 1 0.962 .821 15.500

Table 7. Result of Validity testing

Process Outcome Service scape User Reuse

variable Reliability Immersion
quality quality quality satisfaction intention
0.799
0.753** 0.871
0.728** 0.751** 0.814
0.668** 0.687** 0.725** 0.857
0.682** 0.831** 0.786** 0.765** 0.902
0.526** 0.691** 0.655** 0.564** 0.730** 0.886
0.594** 0.733** 0.715** 0.675** 0.772** 0.759** 0.893

Table 8. Result of structural model testing

Path Estimate S.E. Sig. P

H1-1 process quality → user satisfaction -1.133 1.506 -.753
H1-2 result quality → user satisfaction 1.863 2.739 .680
service environment quality → user
H1-3 .084 1.715 .049
satisfaction
H2-1 process quality → reliability 13.872 249.435 .056
H2-2 result quality → reliability -22.997 411.599 -.056
H2-3 service environment quality → reliability .650 13.832 .047
H3 user satisfaction → reliability 11.672 204.664 .057
H4 user satisfaction → immersion .900 .124 7.266
H5 Reliability → immersion -.263 .119 -2.206
H6 user satisfaction → reuse intention .386 .157 2.455
H7 Immersion → reuse intention .172 .122 1.410
H8 Reliability → reuse intention .548 .115 4.778

5. Conclusions

5.1 Practical Implication

This paper started with an integrated study of structural relationships from service quality to reuse intention
by identifying major dimensions where service quality factors affect user satisfaction, reliability, and immersion,
and identifying the relative importance of chatbot service quality factors that are divided into multiple
dimensions. In particular, the literature review and empirical analysis of the formation process of reuse intention
were attempted by dividing the service quality of chatbot services into the process quality, outcome quality, and
service scape quality.
First, the three service quality dimensions (process quality, outcome quality and service scape quality) of
service quality were found to have no significant impact on user satisfaction and reliability, H1 and H2 was
International Journal of Contents Vol.16, No.4, Dec. 2020 12

rejected. These results can be attributed to the Non Face-to-face characteristic of chatbot services. In fact, the
characteristics of chatbot services delivered via mobile or PC rather than meeting and interacting with the
service provider makes it relatively difficult for customers to build reliability, and there are limitations in
responding to all situations that meet the needs of users, which can be interpreted as difficulties in shaping user
satisfaction. As a result, service quality does not have significant impact on user satisfaction and reliability in
chatbot service.
Second, User satisfaction has a positive effect on immersion and serves as a leading factor in increasing
the reuse intention, so H4 and H6 were accepted. This is the result of supporting the preceding studies such as
[4] and [11]. As a result, as user satisfaction levels increase, the impact relationship on the reuse intention shows
a positive (+) relationship, so user satisfaction with the service not only helps to immerse itself in the service,
but also increases the likelihood of reusing the service.
Among the hypotheses set in this paper, the ‘user satisfaction’ variable does not have a significant impact
on reliability, H3 was rejected. This can be seen as a different result from the prior study referred to in this
paper, as the chatbot service quality did not affect user satisfaction and reliability, thus no significant
relationship was found between the variables.
Third, reliability acted as a leading factor in increasing reuse intention, H8 was accepted. This is the result
of supporting [12]. H5 that identifies the relationship between reliability and immersion was also accepted, and
the analysis results showed that reliability increases as the immersion in services increases, which is different
from the preceding study [11]. In other words, the more you immerse yourself in chatbot service, the more
reliability you have in the service, and the more you intend to reuse it. Therefore, in order to increase the reuse
of chatbot services, it is necessary to provide satisfactory services to user first.
Among the hypotheses set in this paper, the ‘immersion’ does not have a significant effect on the reuse
intention, so H7 was rejected. This can be interpreted for many reasons, but considering the current environment
of chatbot services, the level of fun and curiosity experienced through chatbot is not yet a level affecting reuse
intention.
Therefore, it provides the following implications.
First, this paper found that service quality is the starting point for formulating the reuse of services, and
after conducting a systematic and comprehensive review of existing literature, it derived a model of service
quality dimension of the concept of composition in a multidimensional manner.
By overcoming the limitations of a single-dimensional study that failed to reflect qualitative differences
in service quality, it attempted a multi-dimensional approach that reflected the different qualitative
characteristics of service quality of chatbot. Therefore, it can be assessed that the theoretical structure was used
to provide more practical administrative implications than the results of existing studies.
Second, It found that user satisfaction, reliability and immersion in chatbot services are important factors
in the reuse intention of chatbot. This is empirically obtained from a study model that was not seen in previous
studies. Users want to reuse the chatbot service through satisfaction and reliability gained through the service,
and it implicates that the chatbot service, which has gained reliability, in particular, will have a greater impact
on the reuse intention.

5.2 Limitation
Despite the implications of this paper, it has the following limitations. Based on this, we are looking for
direction for future research.
First, looking at the influence of service quality on three dimensions, one can see that service quality at
each level does not affect user satisfaction and reliability. This proves that the perception of satisfaction and
reliability through the experience of chatbot users occurs at different levels of service quality. Given the result
that the user’s satisfaction and reliability in chatbot services leads to a reuse intention, a more detailed study
will have to be conducted on what factors are there in the service quality of chatbot services that can elicit user
satisfaction and reliability.
Second, the study was conducted on customers who have used chatbot services. Chatbot service is
currently used in various fields, and it is expected that variables that lead to characteristics of service quality
and reuse intention will be different for each sector. Therefore, if the research is conducted through case analysis
based on various fields of chatbot service, there will be more concrete and complementary research results.
International Journal of Contents Vol.16, No.4, Dec. 2020 13

Conflicts of Interest: The authors declare no conflict of interest. The funders had no role in the design of the study; in the
collection, analyses, or interpretation of data; in the writing of the manuscript, or in the decision to publish the results.

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