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Article

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

by
Yeun-su Choi
1,
Seung-zoon Lee
2 and
Jeongil Choi
3,*
1
Department of IT Policy and Management, Graduate School of Soongsil University, 369 Sangdo-ro, Dongjak-gu, Seoul 06978, Republic of Korea
2
Department of Business Administration, Graduate School of Soongsil University, 369 Sangdo-ro, Dongjak-gu, Seoul 06978, Republic of Korea
3
School of Business Administration, Soongsil University, 369 Sangdo-ro, Dongjak-gu, Seoul 06978, Republic of Korea
*
Author to whom correspondence should be addressed.
Int. J. Financ. Stud. 2025, 13(2), 56; https://doi.org/10.3390/ijfs13020056
Submission received: 19 January 2025 / Revised: 8 March 2025 / Accepted: 28 March 2025 / Published: 5 April 2025
(This article belongs to the Special Issue Digital Financial Economics: Impacts of New Technologies on Financial Processes)
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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 financial institutions; information system success model; continuous usage intention; post-acceptance model; service quality

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MDPI and ACS Style

Choi, Y.-s.; Lee, S.-z.; Choi, J. A Study on Factors Influencing Continuous Usage Intention of Chatbot Services in South Korean Financial Institutions. Int. J. Financ. Stud. 2025, 13, 56. https://doi.org/10.3390/ijfs13020056

AMA Style

Choi Y-s, Lee S-z, Choi J. A Study on Factors Influencing Continuous Usage Intention of Chatbot Services in South Korean Financial Institutions. International Journal of Financial Studies. 2025; 13(2):56. https://doi.org/10.3390/ijfs13020056

Chicago/Turabian Style

Choi, Yeun-su, Seung-zoon Lee, and Jeongil Choi. 2025. "A Study on Factors Influencing Continuous Usage Intention of Chatbot Services in South Korean Financial Institutions" International Journal of Financial Studies 13, no. 2: 56. https://doi.org/10.3390/ijfs13020056

APA Style

Choi, Y.-s., Lee, S.-z., & Choi, J. (2025). A Study on Factors Influencing Continuous Usage Intention of Chatbot Services in South Korean Financial Institutions. International Journal of Financial Studies, 13(2), 56. https://doi.org/10.3390/ijfs13020056

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