Transforming E-Commerce: AI Chatbots for Supercharged Customer Experiences

An AI Chatbot is an intelligent program that interacts with users through text, transforming customer experiences in e-commerce. As online interactions become more complex, AI Chatbots can understand and respond to requests in real-time, boost customer engagement, and deliver personalized, efficient service. This study aims to understand the factors influencing the use intention of AI Chatbots by ecommerce customers. To conceptualize use intention, a combined approach of the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Technology Acceptance Model (TAM) was applied. Data were collected from 181 individual e-commerce customers using a purposive sampling technique, and PLS-SEM was employed to analyze the data. The findings indicate that performance expectancy and perceived trust significantly influence behavioral intention. However, privacy issues, risk factors, and immature technology do not show any association with behavioral intention. These insights are valuable for e-commerce firms and policymakers, helping them understand how to foster the use intention of AI Chatbots among e-commerce customers for sustainable business growth. Additionally, the study highlights the role of AI Chatbots in enhancing customer engagement, providing a reference point for future research in this area.