UNDERSTANDING USER SATISFACTION AND CONTINUANCE INTENTION TOWARD AI-POWERED CHATBOTS IN MARKETPLACE XYZ: A STUDY AMONG GENERATION Z
Abstrak
The rapid use of AI-powered chatbots in e-commerce has changed customer service by allowing automated and real-time interactions. However, few studies have thoroughly explored how cognitive, emotional, privacy-related, and contextual factors influence user satisfaction and the intention to keep using chatbots, especially among Generation Z users. This study aims to examine what drives user satisfaction and the intention to continue using AI-powered chatbots on e-commerce platforms. We used a quantitative approach with an online survey sent through Google Forms, collecting 402 valid responses from Generation Z participants aged 17 to 27 who had experience with AI-powered chatbots in e-commerce. We analyzed the data using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results show that perceived ease of use, perceived usefulness, system quality, service quality, emotional intelligence, and task complexity positively affect user satisfaction and the intention to keep using chatbots. Meanwhile, privacy concerns are a significant issue that influences user perceptions. This study adds to existing research by combining cognitive, emotional, and contextual aspects into a single post-adoption framework, offering practical insights for e-commerce platforms to enhance chatbot usability, responsiveness, and data transparency to boost long-term user engagement.
Identifier
- DOI: https://doi.org/10.5281/zenodo.20161589
- OpenAlex: https://openalex.org/W7161033037