A Study on Factors Influencing Continuous Usage Intention of Chatbot Services in South Korean Financial Institutions

Yeun-su Choi, Seung-zoon Lee and Jeongil Choi ()
Additional contact information
Yeun-su Choi: Department of IT Policy and Management, Graduate School of Soongsil University, 369 Sangdo-ro, Dongjak-gu, Seoul 06978, Republic of Korea
Seung-zoon Lee: Department of Business Administration, Graduate School of Soongsil University, 369 Sangdo-ro, Dongjak-gu, Seoul 06978, Republic of Korea
Jeongil Choi: School of Business Administration, Soongsil University, 369 Sangdo-ro, Dongjak-gu, Seoul 06978, Republic of Korea

IJFS, 2025, vol. 13, issue 2, 1-18

Abstract: The South Korean AI market has grown significantly, yet while chatbot adoption is well-studied, sustained use remains underexplored. This study surveyed 250 financial institution chatbot users in South Korea in February 2024, using SPSS and R to investigate quality effects on intention of continuous usage. Results showed that social presence, response accuracy, assurance, and interactivity positively influenced expectation confirmation. In contrast, responsiveness, reliability, and usability had no significant effect, while security negatively impacted frequent users, reflecting trust concerns. These findings guide financial institutions in enhancing chatbot retention through interactivity and trust. Conducted in a pre-generative AI context, this study suggests future longitudinal research to address evolving AI technologies and user behaviors.

Keywords: financial institutions; information system success model; continuous usage intention; post-acceptance model; service quality (search for similar items in EconPapers)
JEL-codes: F2 F3 F41 F42 G1 G2 G3 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2227-7072/13/2/56/pdf (application/pdf)
https://www.mdpi.com/2227-7072/13/2/56/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jijfss:v:13:y:2025:i:2:p:56-:d:1628492

Access Statistics for this article

IJFS is currently edited by Ms. Hannah Lu

More articles in IJFS from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().