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

Author

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  • 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)

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.

Suggested Citation

  • Yeun-su Choi & Seung-zoon Lee & Jeongil Choi, 2025. "A Study on Factors Influencing Continuous Usage Intention of Chatbot Services in South Korean Financial Institutions," IJFS, MDPI, vol. 13(2), pages 1-18, April.
    • Handle: RePEc:gam:jijfss:v:13:y:2025:i:2:p:56-:d:1628492
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    References listed on IDEAS

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