The Influence of Chatbot Implementation on Consumer Purchase Intention on Platforms That Use Live Streaming Shopping

The advancement of digital technology has significantly transformed the e-commerce industry, particularly through the integration of live shopping features that enable real-time interaction between sellers and consumers. This study aims to analyze the influence of chatbot implementation on consumer purchase intention within the context of live shopping, specifically on the Shopee platform. A quantitative approach was employed, using a survey method with 400 respondents from the Greater Jakarta area (Indonesia) in November 2024 who are actively use live shopping and chatbot features. The examined variables include perceived usefulness, perceived ease of use, trust, attitude, satisfaction, visibility, authenticity, and interactivity. Data analysis was conducted using the PLS-SEM method with SmartPLS 4 software. The results indicate that visibility significantly influences both trust and consumer purchase intention, while authenticity and interactivity do not have a significant effect on purchase intention. Trust was found to have a positive impact on customer satisfaction, although this satisfaction does not significantly affect purchase intention. These findings suggest that in the context of live shopping, visual aspects of digital interaction are more critical in shaping consumer trust and purchase decisions than interactivity or perceived authenticity.