The Impact of AI-Based Chatbot Characteristics and Service Characteristics on Continuance Intention: Focusing on the Mediating Roles of Perceived Value and User Satisfaction

AI-based chatbots have become a key technology for enhancing user experience by providing fast and accurate information. However, empirical research analyzing how chatbot characteristics and service quality influence users’ perceived value and intention to continue using the service remains insufficient. Therefore, this study aims to investigate the effects of AI-based chatbot characteristics (personalization, anthropomorphism, and interactivity) and service characteristics (informativeness, reliability, and responsiveness) on users’ perceived value and satisfaction, as well as on their intention to continue using the service. To achieve this, a survey was conducted with 167 users who had experience using chatbots, and the hypotheses were tested using a structural equation model in Smart PLS 4.0. The results showed that interactivity (β=0.624) had the greatest influence on perceived value, while personalization and informativeness also had positive effects. In contrast, anthropomorphism was found to have no significant impact. Furthermore, user satisfaction (β=0.624) had a stronger effect on continued usage intention than perceived value (β=0.246). Based on these findings, the study highlights the need to prioritize enhancing interactivity and the accuracy of information provision when designing chatbots, as well as to improve personalization and responsiveness features. It also suggests that anthropomorphism should not be uniformly reinforced, but rather applied selectively according to the specific user group and service objectives. By doing so, this study presents a strategic direction for the practical application of chatbot services and proposes a concrete design approach that can enhance user experience and foster continued usage.