Browsing by Author "CHEE KAI XIN"

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    THE IMPACT OF AI CHATBOT ADOPTION ON CUSTOMER EXPERIENCE IN E-RETAILING
    (2022) CHEE KAI XIN
    The changes in shopping norm from offline to online due to the outbreak of pandemic and rapid development in the field of artificial intelligence (AI) has redefined customer experience. This brought good opportunities for organisations to provide better customer service by interacting with customers using chatbot. In this research, the factors of AI chatbot that will affect online customer experience in e-retailing market is studied. This paper applies technology acceptance model (TAM) to design a research model and examine the relationship between the usability and responsiveness of chatbot and online customer experience. Quantitative method is used to collect 101 usable online questionnaires from respondents in Malaysia and the data analysis is done using Statistical Product and Service (SPSS). The results show a positive relationship between chatbot usability and online customer experience, while there is no significant relationship between chatbot responsiveness and online customer experience.