Abdillah, Ahmad Dzaki (2025) ANALISIS PENERIMAAN AI CHATBOT CUSTOMER SERVICE PADA E-COMMERCE SHOPEE DENGAN MENGGUNAKAN MODEL TAM (TA.15.25.080). Sarjana thesis, Universitas Logistik dan Bisnis Internasional.
Full text not available from this repository.Abstract
This research examines the effects of perceived usefulness, perceived ease of use, and perceived enjoyment on attitude towards using technology and behavioral intention to use AI Chatbots for customer service on the Shopee E-Commerce platform. A quantitative method was employed, involving 105 respondents aged 20– 59 from various regions in Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS. The results indicate that perceived usefulness significantly influences perceived ease of use (p = 0.000) and behavioral intention (p = 0.000), but not attitude towards using technology (p = 0.162). Perceived ease of use significantly affects behavioral intention (p = 0.000), while perceived enjoyment significantly impacts both attitude (p = 0.000) and behavioral intention (p = 0.001). Attitude towards using technology also significantly affects behavioral intention (p = 0.000). These findings underscore the pivotal roles of perceived usefulness, ease of use, and enjoyment in fostering user adoption of AI Chatbots in E-Commerce. The study offers practical insights for E-Commerce providers and developers to optimize Chatbot quality and innovation, thereby enhancing customer satisfaction and loyalty. Keywords: perceived usefulness, perceived ease of use, perceived enjoyment, attitude toward using technology, behavioral intention to use, AI Chatbot, customer service, E-Commerce, Shopee.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Logistik, Teknologi dan Bisnis > Manajemen Logistik S1 |
| Depositing User: | PKL SATU SATU |
| Date Deposited: | 26 May 2026 06:52 |
| Last Modified: | 26 May 2026 06:52 |
| URI: | http://eprints.ulbi.ac.id/id/eprint/3982 |
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