AI Chatbot Experience, Perceived Usefulness, Trust in Technology, Customer Loyalty: The Moderating Role of Satisfaction in TikTok Shop

Abstrak

This study aims to analyze the influence of AI Chatbot experience, perceived usefulness, and trust in technology on customer loyalty, with customer satisfaction as a moderating variable among TikTok Shop users. A quantitative approach was employed, with data collected through an online questionnaire from 250 respondents who had shopped on TikTok Shop and used its AI Chatbot services. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) through the SmartPLS 4.0 software. The results indicate that AI Chatbot experience, perceived usefulness, and trust in technology have a positive and significant effect on customer loyalty. However, customer satisfaction was found to significantly moderate only the relationship between perceived usefulness and customer loyalty. In contrast, its moderating effect on the relationship between AI Chatbot experience and trust in technology with customer loyalty was not significant. The practical implications of this research are to support the use of the Technology Acceptance Model (TAM), particularly TAM 3, which emphasizes experience, perceived usefulness, and trust in technology as key determinants of customer loyalty in digital services.

Identifier

• DOI: https://doi.org/10.35591/wahana.v29i2.992
• OpenAlex: https://openalex.org/W7172324249