UNDERSTANDING USER SATISFACTION AND CONTINUANCE INTENTION TOWARD AI-POWERED CHATBOTS IN MARKETPLACE XYZ: A STUDY AMONG GENERATION Z
Abstrak
Through automated and real-time conversations, the quick adoption of AI-powered chatbots in e-commerce has revolutionized customer support. The impact of cognitive, emotional, privacy-related, and environmental aspects on user satisfaction and intention to continue among Generation Z users has, however, only been thoroughly examined in a few research. Using a quantitative approach, this study examines the factors that influence customer happiness and desire to stick with AI-powered chatbots in e-commerce platforms. An online survey was used to gather data from 402 members of Generation Z, and PLS-SEM with SmartPLS was used for analysis. The results demonstrate that user happiness and intention to continue are positively impacted by perceived usefulness, perceived simplicity of use, system quality, and emotional intelligence. While privacy concerns continue to be a major factor in chatbot usage, service quality and task complexity have little effect on user happiness. By combining cognitive, emotional, and contextual aspects into a single framework, this study broadens the post-adoption literature and offers useful advice for enhancing chatbot performance, functionality, and data transparency in e-commerce platforms.
Identifier
- OpenAlex: https://openalex.org/W7164019563
- DOI: https://doi.org/10.5281/zenodo.20605588