The presence of chatbots has become increasingly crucial in the e-commerce ecosystem, serving as the frontline of customer service. However, behind their speed and 24/7 availability, an important question arises: to what extent do the intelligence and human-centered qualities of chatbots impact user satisfaction and consumers’ willingness to continue using them?
Research by Novri Andini Zahirah, an alumna of the Master of Science in Management Program at the Faculty of Economics and Business (FEB) UGM, Class of 2023, reveals that consumers’ perceptions of chatbot intelligence and human-like qualities have a significant impact on satisfaction and the intention to continue using them. Examining consumer perceptions of continued usage intentions toward Shopee’s chatbot, she found that the more a chatbot is perceived as intelligent and human-like, the greater the perceived usefulness, satisfaction, and intention to keep using it. A friendly and attentive impression makes interactions feel genuine, as if users are conversing with a real person.
“This positive confirmation builds satisfaction and encourages consumers’ intention to continue using the chatbot,” she explained in the 3 Minutes Thesis program titled Consumer Perceptions of Continued Intention to Use Chatbots, aired on the FEB UGM YouTube channel.
Novri noted that chatbots first emerged in the 1960s through a program called Eliza and continued to develop until the 2010s, when a surge in chatbot usage and investment—often referred to as the “chatbot tsunami” occurred. Today, nearly all e-commerce platforms use chatbots as an integral part of their customer service strategies.
Chatbots, she continued, have transformed company–customer interactions from conventional systems to automated ones. Their presence can drive cost efficiency of up to 30% of total customer service expenses. Chatbots can also be described as “first responders,” always ready to help 24/7—fast, without additional costs, and without queues.
Through her thesis research, entitled “Intelligent and Human-Centered: Exploring Consumer Perceptions of Continued Intention to Use Online Marketplace Chatbots,” she surveyed 303 users of Shopee’s chatbot, Choki. Conducted under the supervision of Dr. Sahid Susilo Nugroho, the study integrates Social Response Theory and the Expectation-Confirmation Model. The results show that chatbots perceived as intelligent and human-like can increase satisfaction and encourage continued use.
“This emphasizes the need to develop chatbots that are fast, adaptive, and empathetic to strengthen e-commerce consumer loyalty,” she said.
Novri hopes that the findings of this study will help e-commerce platforms better understand consumer needs and preferences, enabling the development of more innovative, personalized chatbots that serve as effective brand representations and enhance service quality. When consumers feel helped and satisfied, e-commerce companies can also operate with greater confidence and success.
The full video of the 3 Minutes Thesis program, Consumer Perceptions of Continued Intention to Use Chatbots, can be accessed at: http://ugm.id/PersepsiKonsumenTerhadapNiatPenggunaanBerkelanjutanChatbot
Reportage: Kurnia Ekaptiningrum
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