1
AT – TADBIR
JURNAL ILMIAH MANAJEMEN Homepage: ojs.uniska.ac.id/attadbir
Factors influencing satisfaction and intention to use Chatbot on purchase intention on E-Commerce
Ferdiansyah Hari Saputra1*, Yudi Sutarso2
1,2 Universitas Hayam Wuruk Perbanas Surabaya, Indonesia e-mail: [email protected]
Received:
24 September 2023 Revised:
17 Oktober 2023 Accepted:
4 November 2023
Abstract
This research analyses the factors influencing consumer satisfaction, purchase intention and intention to use e-commerce services. This research involves the variable factors of interactivity, Communication Style, Responsiveness, and Ease of Use. The data in this research was obtained through a questionnaire from 108 sampled respondents and selected using purposive sampling techniques. This research uses Shopee as the object of study. Using WarpPLS and SPSS to analyze data. The findings in this research show that consumer satisfaction positively influences purchase intentions and the use of chatbots in e-commerce. Apart from that, interactivity, communication style, responsiveness and ease of use also positively affect consumer satisfaction. This research contributes to this study by providing an in-depth view of chatbot services in e-commerce, which still needs to be studied. The conclusions in this research show that using the Shopee chatbot feature can influence someone to encourage purchase and use intentions. These findings show that the higher the level of interaction, ease of communication, responsiveness, and impression of using the chatbot, the higher the level of consumer satisfaction.
Keywords: Consumer Satisfaction, Artificial Intelligence, Chatbot, E-commerce, Purchase Intention
Abstrak
Penelitian ini bertujuan menganalisis faktor- faktor yang mempengaruhi kepuasan konsumen, dan niat membeli dan niat menggunakan layanan e-commerce. Penelitian ini melibatkan faktor variabel interaktivitas, Gaya Komunikasi, Daya Tanggap, Kemudahan Penggunaan. Data dalam penelitian ini diperoleh melalui kuesioner dari 108 responden yang dijadikan sampel dan dipilih dengan menggunakan teknik purposive sampling. Penelitian ini menggunakan shopee sebagai objek studi.
Menggunakan WarpPLS dan SPSS untuk menganalisis data. Temuan dalam penelitian ini menunjukkan bahwa kepuasan konsumen mempengaruhi secara positif dalam niat membeli dan menggunakan chatbot di e-commerce. Selain itu, interaktivitas, gaya komunikasi, daya tanggap dan kemudahan penggunaan juga berpengaruh positif terhadap kepuasan konsumen. Penelitian ini berkontribusi dalam studi ini memeberikan pandangan mendalam tentang layanan chatbot dalam e-comerce yang studinya masih jarang dilakukan. Kesimpulan dalam penelitian ini menunjukkan bahwa penggunaan fitur chatbot shopee dapat mempengaruhi seseorang untuk mendorong niat membeli dan niat menggunakan. Temuan tersebut menunjukkan bahwa semakin tinggi tingkat interaksi, kemudahan komunikasi, daya tanggap, dan kesan penggunaan chatbot maka semakin tinggi pula tingkat kepuasan konsumen.
Kata Kunci: Consumer Satisfaction, Artificial Intelligence, Cahatbot, E commerce, Purchase Intention
At-Tadbir: Jurnal Ilmiah Manajemen Vol. 8, No. 1, 2024, 1 – 14
DOI: 10.31602/atd.v8i1.12652
At-Tadbir: Jurnal Ilmiah Manajemen is licensed under Creative Commons Attribution- Share A like 4.0 International License
1. INTRODUCTION
In the increasingly developing digital era, e-commerce has become one of the most popular shopping sectors. E-commerce can change how people shop so that people prefer to shop online.
Consumers can make transactions via Shopee e-commerce 24 hours a day, making it easier for buyers (consumers) to compare prices and make purchases without leaving the house or office. In seconds, consumers can quickly obtain the goods or services they want, such as e-books, fashion products, or computer devices (Gultom, 2008)although profitable, Maintaining a consistent and satisfying customer experience presents several challenges. World developments in technology and information are growing quite rapidly. With advances in technology, there are new ways to live life.
All aspects of life, from beginning to end, are influenced by electronic needs (Clarissa, 2019) . Artificial Intelligence is intelligence added to a system that can be managed in a scientific context or can also be called Artificial Intelligence or abbreviated as AI, defined as the intelligence of a scientific entity (Siahaan et al., 2020) . The speed of the Internet world allows for various technologies that help in publishing various information in electronic form, not only in an effective and user-friendly way. The message chatbot found on the Shopee e-commerce website and application is the most common example of a chatbot that will store product database information such as quantity, colour choice, size and price and will produce it as an answer when there is a question (Wibowo et al., 2020) . Chatbot feature functions to respond to customer questions.
Responds to voice commands as well as simple tasks. Moreover, provide product recommendations through interactions with customers. One e-commerce that has implemented chatbot technology on its platform is Shopee. Chatbots can replace the role of humans in customer service (Saladdin et al., 2020) . This technology can help the customer services team serve Shopee's growing customers. AI can answer similar or repeated patterns of questions from its customers. As well as information on order status and product returns (Cui et al., 2017) .
AI can show customers that a business wants to continue to innovate and grow. (Ramadhana &
Hussein, 2022). By leveraging AI technology, businesses can meet customer expectations and prove their involvement in continuously innovating to provide a better online shopping experience.
Businesses of all sizes compete to create the most effective online customer experience possible as customers continue to move online, such as providing customizable recommendation systems, virtual shopping assistants, seamless online shopping experiences, and e-service agents (Selamat &
Windasari, 2021)
Consumer satisfaction is a significant benchmark for the sustainability of a business (Azwanti &
Elisa, 2020). Interactivity, communication style, responsiveness, and perceived ease of use determine consumer satisfaction. A product's marketing success is assessed by how many consumers it attracts and by how to retain these consumers (Latifus dkk, 2020). It is essential to maintain customer satisfaction to maintain customer loyalty, so that customers remain loyal in buying products or services (Agustina, 2020). One of the successes of e-commerce lies in consumers' repeat purchases (Andani & Soesanto, 2015).
This research explores consumers' experiences using chatbot features on e-commerce platforms, focusing on the level of perceived satisfaction and consumer intentions after interacting with chatbots. Bots that are easily accessible on e-commerce websites or e-commerce mobile applications function to guide and assist users in finding detailed product information and handle simple problems that users may encounter when using the application (Wibowo et al., 2020). This research will carry out comprehensive measurements of the level of satisfaction of consumers who interact with
chatbots, including evaluating the effectiveness of the interaction, the quality of the answers provided, fast responses, and user-friendly interfaces. The best part about online shopping is that e- commerce websites help customers 24 Hours (Nadikattu, 2020). Furthermore, this research will identify factors that influence consumer satisfaction by considering aspects such as message readability, information completeness, and answers' suitability. After understanding the level of satisfaction, this research will analyze the influence of consumer satisfaction on their intention to purchase or use further services after interacting with the chatbot. In addition, this research will try to understand consumers' motivations for utilizing chatbot features, explore their reasons for using chatbots, and how these interactions influence purchasing decisions and the use of e-commerce services. The results of this research will provide a more in-depth look at the features of chatbot roles in the e-commerce context and provide recommendations that can improve user experience and encourage further transactions.
2. THEORETICAL REVIEW
Chatbot is a computer program designed to stimulate interactive conversation or communication with users (humans) either through text, voice, or visuals. Chatbot assistance has been widely used for practical purposes such as online, personal services, or information acquisition (Harahap & Fitria, 2020). A chatbot is an application or computer program designed to interact with humans through natural language, similar to human-to-human conversation. This chatbot uses artificial intelligence (AI) and natural language transmission to understand and respond to questions and requests from users in a way similar to human conversation. The Shopee chatbot on the Shopee e-commerce platform works by utilizing artificial intelligence (AI) technology and language processing algorithms nature (NLP) to understand and respond to user interactions in online conversations.
Chatbots are designed to communicate verbally or textually with humans. The system is designed to model conversation partners like individuals. Chatbots are commonly used in dialogue systems for various practical purposes, including customer support or knowledge retrieval. Many chatbots use sophisticated natural language processing technology. However, simpler ones search for keywords within content and then retrieve responses with the most appropriate keywords or similar text sequences from a repository (Prasad & Ranjith, 2020).
2.1. Interactivity
Interactivity is positively related to consumer satisfaction in an increasingly advanced digital era.
Interactivity has an essential role in shaping consumer perceptions of service providers. Marketing practitioners and service managers must pay attention to interactivity factors that can increase consumer satisfaction levels and implement appropriate strategies to create positive and meaningful consumer interactions. Interactivity plays an essential role in user reactions to intelligent services.
(Cho & Lee, 2018). The chatbot shows smooth interactions without delays and errors, and by getting them involved in the conversation as if they were talking to a human, they will judge that their initial expectations of using the service are confirmed.(Li et al., 2021).
H1 : Chatbot service interactivity is positively related to consumer satisfaction.
2.2. Communication style
Communication style is positively related to consumer satisfaction. Effective and responsive communication can increase consumer satisfaction with the services provided. Marketing practitioners and service managers must pay attention to the importance of good communication styles and implement appropriate strategies to create positive communicative interactions with consumers to increase consumer satisfaction. A good communication style must be the main focus of consumer relationships. Chatbots that use a socially oriented communication style can increase customer satisfaction. (Xu et al., 2022)
H2 : Chatbot communication style has a positive effect on consumer satisfaction 2.3. Responsiveness
The high responsiveness of chatbot feature service providers reflects their commitment to providing exemplary service and responding to consumer needs on time. Responsiveness, both partially and simultaneously, has a positive and significant effect on Consumer Satisfaction (Samsir, 2020). Consumers who feel heard. Valued. Getting adequate solutions from service providers tends to feel satisfied and have a higher intention to interact and transact again using the chatbot feature.
H3 : Chatbot responsiveness has a positive effect on consumer satisfaction.
2.4. Perceived Ease of Use
According to Srinivasan (Clarissa, 2019) Perceiving ease of use is the extent to which customers feel that a website is simple, intuitive and easy to use. Perceived ease of use refers to how consumers perceive a product or service as easy to use and can be operated without difficulty. A deep understanding of the relationship between perceived ease of use and consumer satisfaction can provide valuable insights for marketing practitioners in designing user-friendly products and increasing consumer satisfaction. Mehta (Clarissa, 2019) states that the relationship between perceived ease of use and consumer satisfaction has a very important influence on e- satisfaction . If the convenience felt by consumers is better, e-satisfaction will also be higher.
H4: Perceived ease of use of chatbot is positively related to consumer satisfaction.
2.5. Consumer Satisfaction
Consumer satisfaction influences continued use intentions (Li et al., 2021). According to Zeithaml & Bitner (Samsir, 2020). defines customer satisfaction as a customer's response to evaluating the perceived discrepancy between expectations and performance. High consumer satisfaction can trigger consumers to repeat purchases and recommend them to others. In general, satisfaction can be interpreted as comparing the service or results consumers receive and consumer expectations. The service or results received must be the same as consumer expectations or even exceed them. (Samsir, 2020).
H5: Customer satisfaction from chatbot services is positively related to purchase and use intentions.
2.6. Intention to Use
Consumer satisfaction influences continued use intentions (Li et al., 2021). Continuous use intention refers to the user's intention to continue using the chatbot, according to Bhattacherjee (Li et al., 2021). High consumer satisfaction can trigger consumers to continue using products or services they are satisfied with. Marketing practitioners need to focus on efforts to increase consumer satisfaction through delivering products or services that meet consumer expectations to build long-
H 7
term relationships with consumers. Paying attention to customer satisfaction is an essential step in achieving business success.
H6: Customer satisfaction from chatbot services positively affects intention to use.
2.7. Purchase Intention
Intention can be influenced by consumer satisfaction. According to Yang, f actors show a significant relationship between consumer satisfaction and repurchase intentions (Yanti Febrini et al., 2019). Consumer satisfaction is the level of pleasure or satisfaction customers feel after using a particular product or service. When consumers are satisfied with their experience, they tend to have a stronger intention to purchase products or services from the same brand again or even recommend them to others. Repurchase intention is an individual's value about repurchasing a service from the same company and tends to be done periodically, considering the current situation and possible circumstances. According to Yi & La,(Yanti Febrini et al., 2019).
H7: Customer satisfaction from chatbot services positively affects purchase intention.
Figure 1. Research Framework Source: Author, 2023
3. RESEARCH METHOD
3.1. Types of Research and Data Collection Techniques
This research examines customer satisfaction in the Surabaya, Sidoarjo and surrounding areas using the Shopee e-commerce chatbot feature. Purposive sampling is unrestricted and non- probabilistic. Cooper & Schindler, 2014). So, members of the research sample meet the criteria.
3.2. Location and time of research
research was conducted from April to July 2023. The questionnaire was first distributed in the Surabaya and Sidoarjo areas in April 2023. Then, from May to July 2023, the questionnaire was distributed to respondents online using Google Forms.
3.3. Population and sample
Intention to Use Consumer
Satisfaction Interactivity
Comunication Style
Responsiveness
Perceived Ease of Use
Purchase Intention
According to (Imron, 2019) Population is a generational area consisting of objects/subjects with specific qualities and characteristics determined by research to be studied and then conclusions drawn. The criteria for the research sample are as follows: Shopee users must have a minimum education of SMA/K or equivalent, be over 17 years old, and have had a Shopee account for at least six months from the start. I live in Indonesia, especially in the Surabaya and Sidoarjo areas. The target for determining education is so that respondents have sufficient insight, especially about their decisions about using e-commerce at this time. The research focuses on consumer satisfaction through the Shopee chatbot feature and requires the perspective of e-commerce users, shopee, during the specified Shopee account ownership period.
Table 1. Sample Description
Categories Sub-Category Frequency Percentage
(%)
Cumulative Percent (%)
Home town Sidoarjo
Surabaya Others
31 68 11
28.2 61.8 10.0
28.2 90.0 100.0
Gender Man
Woman
45 64
40.9 59.1
40.1 100.0
Age (Years) 17-20
27-34 35-42
75 26 9
68.2 23.6 8.2
68.2 91.8 100.0
Last education SMA/SMK
Diploma Bachelor Postgraduate
44 10 45 11
40.0 9.1 40.9 10.0
40.1 49.1 90.0 100.0
Work Private employees
Student/I Housewife
1 108 1
9 98.2 9
9 99.1 100.0
Marketplaces Used (Times) Shopee 110 100.0 100.0
Frequency of Using the Marketplace
0-5 Months 6-12 Months
>12 Months
4 45 61
3.6 40.9 55.5
3.6 44.5 100.0 Frequency of Shopping via
Shopee Using the Chatbot Feature in the Last Month (Times)
1-2 Times 3-4 Times 5-6 Times 7-8 Times
>9 Times
28 42 27 5 8
25.5 38.2 24.5 4.5 7.3
25.5 63.6 88.2 92.7 100.0
Source: Authors, 2023
3.4. Data collection techniques Research Instrument Development
In the context of this research, questionnaires as a scientific research instrument are widely used in social research, for example, research in human resources, marketing and research on behaviour.
(Situmorang & Purba, 2019). The questionnaire has been prepared and implemented via the Google Form platform. This platform facilitates the data collection process efficiently and effectively.
Respondents involved in the research were asked to respond to various statements in the questionnaire.
In the initial stage, this survey was distributed online to respondents who were willing to participate.
Before filling out the questionnaire, respondents read the rules listed on the Google form regarding how to fill out the survey to reduce the potential for errors in the filling process. Then, respondents were asked to fill out a Google form, which contained a collection of questions in the questionnaire.
The information they provide is collected for further assessment. This platform's use is expected to significantly contribute to collecting accurate and reliable data for research purposes.
This research involved respondents aged over 17 from various regions throughout Indonesia,
especially Surabaya, Sidoarjo, and surrounding areas. Adaptation of previous research that has been proven valid, such as studies (Li et al., 2021), (Xu et al., 2022), (Samsir, 2020), (Clarissa, 2019), (Yanti Febrini et al., 2019). To determine the sampling for this research. To measure the consumer satisfaction variable in this research, a five-item Likert scale was used, where a value of 1 indicates
"strongly disagree" and a value of 7 indicates "strongly agree" (Skala Likert Sugiono, n.d.). The Likert scale is commonly used to measure a person's perceptions, opinions and attitudes towards various events. Regarding measurement items, it can be found in the table attached to the study containing details of the measurement items.
Table 2. Constructs and Items
Statement Item Mean Std.
Deviation
Loading
Interactivity
IT 1: Through the Shopee chatbot, I can control my personal needs. 5.45 1,290 0.85 IT 2: The Shopee chatbot is sensitive to my needs 5.57 1,230 0.87 IT 3: The Shopee chatbot gives me time to respond. 5.68 1,256 0.80 communication style
CT 1: Easy to communicate via Shopee chatbot. 5.75 1,051 0.75
CT 2 : The Shopee chatbot helped me 5.75 1,051 0.81
CT3: Communicating with Shopee chatbots is like communicating with humans.
5.33 1,096 0.82 CT 4: The language in the Shopee chatbot is easy to understand 5.39 1,342 0.85 responsiveness
RS 1: The Shopee chatbot provides service according to my expectations
5.77 1,209 0.82 RS 2: The Shopee chatbot quickly responded to my request. 5.90 1,141 0.84
RS 3: Shopee chatbot serves without delay. 5.63 1,148 0.80
Perceived Ease of Use
PE 1: The Shopee chatbot is easy to use. 5.84 1,097 0.75
PE 2: Shopee chatbot provides information quickly. 5.86 1,000 0.75
PE 3: Shopee chatbot is easy to understand 5.86 0.981 0.86
PE 4: communicating with the Shopee chatbot can be understood clearly.
5.89 1,052 0.83 Customer satisfaction
CS 1: I like using the Shopee Chatbot 5.56 1,169 0.86
CS 2: My experience using the Shopee Chatbot was enjoyable 5.58 1,168 0.89 CS 3: The Shopee chatbot is a new innovation for me 5.57 1,088 0.85 E-Commerce purchase intention
PI 1: I intend to shop at Shopee 5.88 1,115 0.75
PI 2: After using the Shopee chatbot, I prefer to shop at Shopee. 5.67 1,050 0.78 PI 3: After using the Shopee chatbot I will buy products via
Shopee.
5.65 1,104 0.81 PI 4: I recommend Shopee to people closest to me 6.06 0.960 0.73 Use Continuance
UC 1: I want to go back to using the Shopee chatbot 5.43 1,252 0.88 UC 2: I plan to use shopeee chatbot when needed 5.62 1,327 0.89 UC 3: Shopee chatbot usage is increasing if possible. 6.05 0.923 0.69 Source: Author, 2023
3.5. Data analysis
In this research, two analytical methods were used to understand the data collected comprehensively. The first method is descriptive analysis, which aims to provide a comprehensive picture of the research variables. This descriptive analysis uses data from questionnaires answered by respondents to provide an overview of the characteristics of each research variable, which allows researchers to thoroughly understand how respondents act towards the indicators of each variable.
This descriptive analysis is helpful in generating ideas. This method is useful for gaining an initial understanding of statistical analysis before continuing (Skala Likert Sugiono, n.d.).
The Structural Equation Modeling—Partial Least Square (SEM-PLS) method was used for the second statistical analysis technique, which was carried out with Warp PLS software. PLS is very useful for research like this because it requires no rigid assumptions. This allows researchers to examine complex relationships between variables that may not have a standard data distribution or meet linearity assumptions. For more complex models, SEM-PLS also allows testing many simultaneous relationships between various variables. This method allows researchers to test research hypotheses more accurately and in-depth. This allows analysis and validation of the relationships between variables suggested in the structural model.
Therefore, using SEM-PLS to combine descriptive and statistical analysis is a powerful approach for this research. This approach provides a comprehensive overview of the research variables and allows researchers to test hypotheses and answer research questions well.
4. RESULTS AND DISCUSSION 4.1. Results
4.1.1. Outer Model (Measurement Model)
External testing of the SEM-PLS model tests the reliability and validity of research instruments to ensure that the data used for analysis can be accounted for. To evaluate the validity of this study, convergent and discriminant validity were used. Convergent validity was tested on items with factor loading criteria of more than 0.6 (p < 0.05) and AVE of more than 0.5. This shows that the statement item interacts with all parts.
Table 3. Validity and Reliability
Variable Code I.T CT RS P.E CS PI UC
Interactivity
communication style responsiveness received of use customer satisfaction purchase intention use continuity
I.T CT RS P.E CS PI UC
0.84 0.77 0.72 0.64 0.78 0.68 0.69
0.77 0.81 0.74 0.70 0.75 0.75 0.72
0.72 0.74 0.82 0.75 0.68 0.75 0.70
0.64 0.70 0.75 0.80 0.56 0.65 0.70
0.78 0.75 0.68 0.56 0.87 0.65 0.75
0.68 0.75 0.75 0.65 0.65 0.77 0.70
0.69 0.72 0.70 0.70 0.75 0.70 0.82 Composite Reliability
Cronbach's Alpha
Average Variances Extracted VIF
Number of Statements
CR α AVE
VIF
0.88 0.797 0.71 3.68 3
0.88 0.823 0.65 4.51 4
0.87 0.767 0.68 3.83 3
0.90 0.813 0.64 3.08 4
0.90 0.794 0.76 3.75 4
0.85 0.771 0.59 3.23 4
0.86 0.771 0.68 3.59 3 Source: Author, 2023
β=0.45 (P<.01)
β=0.37 (P<.01)
β=0.17 (P=0.03)
β=0.17 (P=0.03)
β=0.67 (P<.01)
β=0.44 (P<.01)
β=0.38 (P<.01)
R 2 = 0.45
R 2 =0.83
R 2 =0.69
Figure 2. Model testing results Source: Author, 2023
4.1.2. Structural Model (Inner Model)
Testing the validity and reliability of instruments in the measurement model is carried out in a structural model to determine the quality of the instrument. This test tests hypotheses simultaneously in one framework. Figure 2 and Table 4 show the results of testing the hypothesis of this research.
In this study, Interactivity also affected satisfaction with (β = 0.45, p <0.01), communication style (β = 0.37, p <0.01), responsiveness (β = 0.17, p < 0.03 ), perceived ease of use (β = 0.11, p <0.11 ), and has a positive effect on consumer satisfaction (β = 0.67, p <0.01). influence on purchase intention (β = 0.67 , p <0.01. In addition, consumer satisfaction positively influences intention to use (β = 0.4 4, p < 0.01).
Table 4. Summary of Hypothesis Test results
Hypothesis Beta
Coefficient.
P-Velue*
Conclusion
H1 Interactivity → customer satisfaction 0.45* Supported H2 Communication Style → customer satisfaction 0.37* Supported H3 Responsiveness → customer satisfaction 0.17* Supported H4 Perceived ease of use → customer satisfaction 0.11* Supported H5 customer satisfaction → purchase intent 0.67* Supported H6 customer satisfaction → Use Continuance 0.44* Supported
H7 Purchase Intention → Use Continuance 0.83* Supported
Source: Author, 2023
4.2. Discussion
The results of my research show that several factors positively influence customers who have used the Shopee chatbot. The findings in this research are that consumer satisfaction is influenced by Interactivity, Communication Style, Responsiveness, and the influence of perceived ease of use
Consumer Satisfaction Comunication
Style
Responsiveness
Perceived Ease of Use
Intention to Use Purchase Intention Interactivity
and is proven from H1 to H4. This shows that the higher the influencing factors, the higher the consumer satisfaction. Meanwhile, consumer satisfaction influences purchase intention and intention to use the chatbot feature in Shopee e-commerce and is proven from H5 to H6. Then, if a user intends to buy, they will also have the intention to use a product.
4.2.1. Factors that influence consumer satisfaction
Interactivity is the ability to participate in or control a media product rather than just passively receiving the media product. This means that in interactivity, there are elements of participation, control and activeness. Suppose we refer to the meaning of interactivity proposed by Kiousis (Klein, 2009). Interactivity can be said to be communication between humans with the help of computers.
Defined as the extent to which Communication technology can create a mediated environment and users can communicate individual-to-individual, individual-to-mass, and mass-to-mass synchronously or asynchronously and participate in reciprocal message exchange (third-order dependency). (Fatina & Irwansyah, 2020).
This research shows the role of interactivity in the use of chatbots in purchasing products in Shopee e-commerce. In this research, the Shopee chatbot can control personal needs and is sensitive to a person's needs. Shopee chatbot also provides time to respond to users. Interactivity also has a positive influence on consumer satisfaction (H1). This shows that the higher the interactivity of using the Shopee chatbot, the more influence it can have on customers makes it easier to get information on Shopee e-commerce. The results of this research confirm previous research , namely (Clarissa, 2019).
Second, communication style is positively related to consumer satisfaction. A practical and responsive communication style can increase consumer satisfaction with chatbot services so that they can be used as customer Service. Customer role service is necessary for serving customer orders (Fajar Ramadhan et al., 2020). marketers and service managers need to pay attention to the importance of good communication style and implement appropriate strategies to create positive communicative interactions with consumers to increase consumer satisfaction. A good communication style must be the main focus of consumer relationships. This research confirms that someone can easily communicate via the Shopee chatbot and in a Shopee chatbot message using language that is easy for humans to understand, such as communicating between humans.
Communication Style has a positive influence on Consumer Satisfaction (H2). This shows that the easier the language uses the Shopee chatbot, the more it can influence customers to communicate and get information quickly. This research confirms previous research, namely that chatbots that use a socially oriented communication style can increase customer satisfaction. (Xu et al., 2022)
Third, Responsiveness is positively related to consumer satisfaction. Responsiveness has the effect of increasing the level of consumer satisfaction when using the Shopee chatbot.
Responsiveness of a chatbot message becomes one of the factors of consumer satisfaction. A fast chatbot must respond When the user opens this chatbot. There is a greeting with clear and concise information about how the chatbot can provide information (Rohman, 2020). This research shows that the speed of the Shopee chatbot in responding/providing information to users is one factor that increases consumer satisfaction. In the context of using chatbots, Shopee chatbots can also serve someone without delay.
Responsiveness has a positive influence on Consumer Satisfaction (H3). This shows that a responsive chatbot will have an impact on consumer satisfaction. The results of this research confirm previous research, namely (Samsir, 2020)
Fourth, the role of perceived ease of use of the Shopee chatbot is positively related to consumer satisfaction (H 4 ). The first factor is the perception of user ease, which is the use of technology that is easy for someone to understand using a technology (Abrilia & Tri, 2020). This shows that the more manageable the language used by the Shopee chatbot, the more information a person gets quickly. With all the convenience and time efficiency in shopping, this will attract consumer interest in using E-commerce services (Utami, 2020). This research shows that ease of use of chatbots can increase consumer satisfaction. The clarity of the language of a Shopee chatbot message makes it easier for someone to understand what the chatbot means, and using a human-friendly chatbot makes it easier for someone to continue using the Shopee chatbot feature, confirming previous research (Romahtin & Andjawati, 2019).
4.2.2. Consumer Satisfaction on Purchase Intention & Intention to Use
Fifth, that purchase intention can be influenced by consumer satisfaction. Factors that show a significant relationship between consumer satisfaction and repurchase intentions, according to Yang (Yanti Febrini et al., 2019). Consumer satisfaction is the level of pleasure or satisfaction customers feel after using a particular product or service. When consumers are satisfied with their experience, they tend to have a stronger intention to purchase products or services from the same brand again or even recommend them to others. Repurchase intention is an individual's value about repurchasing a service from the same company and tends to be done periodically, taking into account the current situation and possible circumstances. According to Yi & La, (Yanti Febrini et al., 2019).
Sixth, Consumer Satisfaction is positively related to user satisfaction, which is also positively related to the intention to continue using chatbot services (Li et al., 2021). Continuous use intention refers to the user's intention to continue using the chatbot, according to Bhattacherjee (Li et al., 2021).
High consumer satisfaction can trigger consumers to continue using products or services they are satisfied with. Marketing practitioners need to focus on efforts to increase consumer satisfaction through delivering products or services that meet consumer expectations to build long-term relationships with consumers. Paying attention to customer satisfaction is an important step in achieving business success.
Seventh, this research shows the relationship between consumer purchase intentions on the Shopee e-commerce platform and their intention to use the chatbot feature. The online shopping experience significantly affects repurchase intention through trust (Seber, 2018). This research is important because it explores a deeper understanding of how purchase intent, often the initial trigger in the online shopping experience, can influence chatbot features in e-commerce Shopee. The results of this research can help the development of marketing strategies and more effective use of chatbots to increase customer interaction and efficiency in customer service.
These findings also illustrate that the higher a consumer's purchase intention, the higher the consumer's satisfaction, the better the purchase intention (Jufrizen et al., 2020). s the more likely they will be inclined to use chatbots to search for product information, stock availability, or even purchase recommendations. Apart from that, this research also identified that the personalization factor in chatbot interactions and the level of ease of access to Shopee's chatbot features improve the quality of customer service in the rapidly growing e-commerce era. Satisfaction that has a positive and significant value has an impact on repurchase intentions. This is in line with previous findings, namely (Anggita & Trenggana, 2020).
5. CONCLUSSION AND RECOMMENDATION 5.1. Conclussion
In this research, the main objective is to prove consumer satisfaction's influence on Using the chatbot feature in Shopee e-commerce. In this case, several factors influence consumer satisfaction, such as interactivity, communication style, responsiveness and the perception of ease of use. H1, H2, H3, H4 prove this. In the context of consumer satisfaction, using the Shopee chatbot feature can influence someone to encourage purchase intention and intention to use. These findings indicate that the higher the level of interaction, ease of communication, responsiveness, and impression of using the chatbot, the higher the level of consumer satisfaction. This aligns with previous research findings and highlights the importance of optimizing these features in chatbot development. In addition, consumer satisfaction has also been proven to impact repurchase intentions positively and the continued use of chatbots, which are important factors in building consumer loyalty.
This research also provides valuable insights for e-commerce companies like Shopee in developing marketing strategies and using chatbots. Companies can improve these aspects in their chatbot development and implementation by understanding that interactivity, communication style, responsiveness, and ease of use contribute to consumer satisfaction. In addition, an emphasis on increasing consumer satisfaction as a trigger for repeat purchase intentions and continued use of chatbots must be a priority in efforts to build long-term relationships with customers. Therefore, the e-commerce market is increasingly competitive by using effective and satisfying chatbots for customers.
5.2. Suggestion
Along with the positive findings presented in this research, it must be acknowledged that it also has several limitations. First, this research is based on data from one e-commerce platform, Shopee, which may limit the generalizability of the results to other platforms. For future research, consider using data from multiple e-commerce platforms to expand understanding of chatbot use in various contexts. Second, this study used data from an online survey, which may have respondent bias or bias in responses. There may be unmeasured factors that influence the results. Future research could consider diverse approaches to collecting data, such as in-depth interviews or observations. Third, this research focuses more on the positive impact of certain factors on consumer satisfaction. Future studies could consider adverse effects or other impacts arising from using chatbots.
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