DOES AI CHATBOT AFFECT USERS’ PURCHASE INTENTIONS FOR FASHION SHOPPING ON E-COMMERCE? A STUDY ON GENERATION Z USERS OF SHOPEE IN INDONESIA

Abstract

Abstract

When e-commerce platforms rely too heavily on poorly designed AI chatbots, users often become dissatisfied due to inaccurate answers and frustrating experiences. To improve digital services, it is important to better understand what shapes user attitudes and satisfaction. This study used a quantitative, survey-based approach to explore the experiences of Gen Z users who actively use Shopee's AI chatbot, focusing on usage motivation, interaction challenges, and perceived benefits. The research results show that technical quality and chatbot interaction experience are the main factors shaping user attitudes and satisfaction. Attitude, along with Satisfaction, are also the strongest predictors of Purchase Intention, confirming their mediating role between chatbot service quality and purchasing decisions. In addition, the perceived benefits after the interaction include increased trust in the platform and encouragement to purchase fashion products. Nonetheless, this study has several limitations, especially in terms of sample homogeneity and the cross-sectional design, which may lead to short-term perception bias. Therefore, future research is advised to adopt a longitudinal approach and conduct cross-cultural comparisons, particularly in Southeast Asia.