Human meets machine: The impact of AI chatbots on purchase intention : A quantitative study on how AI-powered chatbots affect customer purchase intention

abstract Date: 2025-06-04 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Amalia Amador Fernandez Perona Mariana Dawood Dostan Othman Title: Människa möter maskin: AI-chatbotens påverkan på köpintentionen Supervisor: Robin Bankel Keywords: Digital habit/knowledge, user frequency, attitude, perceived trustworthiness, e-commerce and chatbots. Research questions: How do the customer's digital habit/knowledge, frequency of use, attitude and perceived trustworthiness of AI chatbots affect the purchase intention when interacting with them in e-commerce? How do the customer's digital habit/knowledge, frequency of use, attitude and perceived trustworthiness of AI chatbots affect the acceptance of these in e-commerce interactions? Purpose: This study examines how AI chatbots interaction affects customer purchase intention in e-commerce. Four independent variables are analysed: digital literacy, usage frequency, attitude, and perceived reliability. These are related to chatbot acceptance and purchase intention. The study also explores the link between acceptance and purchase intention. The aim is to provide insights for companies using AI chatbots in customer services. Method: The study is based on a deductive research approach and a quantitative method. Empirical data was collected through a survey designed using Sunset Artologik. The results from the 297 survey respondents were then analysed using SPSS Statistics. Conclusion: The study reveals that customers’ digital literacy and the perceived reliability of AI chatsbots are key factors influencing purchase intention in e-commerce. Contrary to prior assumptions, chatbot acceptance did not show a direct impact on purchase intention, suggesting that functional aspect of the technology play a more critical role in driving a positive purchase decision than mere acceptance.