Determinants of User Satisfaction on E-Commerce Chatbot: A Study on Gen-Y
Abstract
The rapid development of internet has altered the way firms and customers conduct business and purchase goods and services. With the help of internet, everyone can sell and purchase goods and services from all over the world without restrictions such as time, language, and location. The e-commerce sector in Malaysia is also having a noteworthy sign of growth due to the development of internet. As the e-commerce sector is developing, the usage of chatbot to serve customers is also increasing as it can help to provide a superior online shopping experience to the customers. This study is focusing on Generation Y as they are the largest group of e-commerce users in Malaysia. The objective of this study is to investigate the determinants of user satisfaction of using e-commerce chatbot among millennials (Gen Y) in Malaysia. The independent variables of this study are derived from both Technology Acceptance Model (TAM) and Information System Success Model (ISSM). The independent variables of this study include system quality, information quality, service quality, perceived ease of use, and perceived usefulness, while the dependent variable is user satisfaction of using e-commerce chatbot. There are 150 sets of questionnaire were being distributed to those who are categorized under Generation Y and the results were analyzed using SPSS software. The research outcomes showed that system quality, information quality, and service quality have significant relationship with user satisfaction, while perceived ease of use and perceived usefulness were proven to have no significant relationship with user satisfaction.
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About this article
Publication Date
06 May 2024
Article Doi
eBook ISBN
978-1-80296-132-4
Publisher
European Publisher
Volume
133
Print ISBN (optional)
-
Edition Number
1st Edition
Pages
1-1110
Subjects
Marketing, retaining, entrepreneurship, management, digital marketing, social entrepreneurship
Cite this article as:
Kian, T. P., & Min, L. C. (2024). Determinants of User Satisfaction on E-Commerce Chatbot: A Study on Gen-Y. In A. K. Othman, M. K. B. A. Rahman, S. Noranee, N. A. R. Demong, & A. Mat (Eds.), Industry-Academia Linkages for Business Sustainability, vol 133. European Proceedings of Social and Behavioural Sciences (pp. 190-197). European Publisher. https://doi.org/10.15405/epsbs.2024.05.16