Putri, Nazhira Zattira Melati Putri (2024) Pengaruh Pengunaan Chatbot Terhadap Kepuasaan Konsumen Dalam Belanja di Tokopedia Wilayah Surabaya dan Sidoarjo. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The lack of studies on chatbots, especially seen from the role of anthropomorphism and customer technology involvement in the literature, is the background for this study. In addition, empirically, chatbot managers need to use aspects of anthropomorphism and user technology involvement to improve chatbot performance in increasing intentions to use chatbots and shopping intentions in e-commerce. The purpose of this research is to examine the factors that influence the intention to use chatbots and shopping intentions, especially the factors of usability, convenience, attitude and satisfaction as well as anthropomorphism and technology engagement. This study used a quantitative design through a survey, involving the Tokopedia e-commerce service in Indonesia. There were 150 customers selected through purposive sampling technique as respondents. Data analysis was carried out using a Structural Equation Model with a Partial Least Square approach. The findings of this study show that anthropomorphism and technology involvement have a positive effect on satisfaction and furthermore satisfaction has a positive effect on intention to use chatbots and intention to shop for e-commerce. This study contributes to confirming previous findings in the literature, and empirically provides guidance on how to enhance the role of anthropomorphism and technological engagement in improving chatbot performance. Keywords: chatbot, e-commerce, intention, antropomorfisme, technology engegement, Theory Planned Bahavior, Indonesia
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 380 - 389 COMMERCE, COMMUNICATIONS, TRANSPORTATION > 381 - COMMERCE 600 - TECHNOLOGY > 600 - 609 TECHNOLOGY > 600 - TECHNOLOGY |
| Divisions: | Bachelor of Management |
| Depositing User: | NAZHIRA ZATTIRA MELATI PUTRI |
| Date Deposited: | 25 Jun 2024 15:52 |
| Last Modified: | 25 Jun 2024 15:52 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12374 |
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