Effectiveness of Chatbots in Improving Customer Service Response in E-Commerce Applications

The fast development of technology has greatly changed how companies interact with customers, especially in the e-commerce industry. The latest achievement is the implementation of a chatbot and its capabilities of enhancing the customer service response on e-commerce-based applications. This study will show the effectiveness of chatbots in improving the customer support service on e-commerce-based applications worldwide. Chatbots from different kinds of applications also utilize artificial intelligence in providing fast responses and personalized services. This study research is using the Technology Acceptance Model (TAM) to verify the research of Effectiveness of chatbots on e-commerce. This research is conducted by collecting data through questionnaires that have personal experiences in using chatbots and research from other materials. The data collected in total is 450, but after picking the most valid data, that number has been reduced to 200 respondents that I am using for the analysis. The analysis of it is the proposed relationships, Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS software that offers a variety of statistical analyses in evaluating direct, indirect, and moderating effects with the proposed research framework. The results of this research will show a significant improvement in the speed and quality of customer response services after the chatbot implementation. This study will also focus on key factors that show the effectiveness of customer service using chatbots on e-commerce-based applications.