The rapid development of e-commerce has encouraged companies to implement AI Chatbots as a customer service facility to improve efficiency and speed. Human live agents are considered superior in building emotional relationships and handling complex problems. This explains that psychological factors perceived by customers under the type of service agent also influence customer satisfaction. This research aims to compare customer satisfaction between AI chatbot services and human live agent services in an e-commerce context. It further examines how customers’ psychological perceptions—perceived warmth, perceived competence, and trust—affect customer satisfaction under each service condition. Based on the Stereotype Content Model (SCM), customer perceptions of service agents based on perceived warmth, perceived competence, and trust can influence customer satisfaction. The research gap found is the lack of research comparing the two types of service agents in a single integrated conceptual model. This research uses a quantitative approach with a comparative and within-subject design. The population is e-commerce users in Indonesia who have used AI Chatbot and human live agent services. Respondent data was collected through an online questionnaire survey and analyzed using SPSS. The results of this research found that the increase in customer satisfaction by AI Chatbot and human live agents occurred due to different psychological factors. Perceived competence was stronger under the AI Chatbot service, while perceived warmth and trust were stronger under human live agents. This indicates that both types of services are complementary in e-commerce.

Authors:
Rachel Cathleen Wijaya Oey, National Quemoy University, Taiwan
Li Hui Chang, National Quemoy University, Taiwan
Yu Fang Yen, National Quemoy University, Taiwan
Darryl Valencio Wijaya Oey, National Quemoy University, Taiwan

About the Presenter(s)
Ms. Rachel Cathleen Wijaya Oey is currently a Doctoral student at the National Quemoy University. Ms. Rachel's current position is studying and writing her dissertation, with AI in e-commerce as the main topic of interest.

Connect on Linkedin
https://www.linkedin.com/in/oeyrachelcathleenwijaya/

See this presentation on the full schedule – Monday Schedule

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