A Study on the Effect of AI Chatbot's Function on Perceived Value: Focused on the Moderating Effect of Users' Nationality

Artificial Intelligence(AI) chat technology, utilized in the online environment, has become an integral force in the intelligent transformation of society, simplifying everyday human life through 24-hour customer service, medical consultations, educational assistance, and smart home control across various fields. Despite these advancements, the evolution of AI chat functionalities faces pressing needs for research due to technological constraints, challenges, and the increasing demands for diversity and personalization from users.<br/> This study aimed to assess the impact of AI chat features on perceived user value within the online environment and to explore the potential moderating effects of user nationality on this relationship. To achieve this, a survey was conducted targeting AI chat users in Korea and China, followed by statistical analysis, yielding the following results: Firstly, the specific functionalities of AI chatbots, including problem-solving, interactivity, personalization, and efficiency, were identified as having a significantly positive influence on perceived value. Secondly, the nationality of the users was revealed to exert a statistically significant moderating effect solely on the aspects of problem-solving and interactivity within the relationship between AI chatbot functionalities and perceived value.