The Role of AI Chatbots on E-Commerce Platforms: Understanding its Influence on Customer Trust and Dependability
Abstract
This study investigates the role of AI chatbots in enhancing customer trust and dependability on e-commerce platforms. With the changing landscape of business due to advancements AI chatbots have become crucial tools for customer engagement and simplifying transactions. The study explores factors that affect customer trust, such as chatbot knowledge, humanlike qualities, responsiveness and brand reputation. By collecting data from 209 e-commerce users in Indonesia through a survey using quantitative methods the study discovered that expertise and responsiveness play a significant role in enhancing trust in AI chatbots leading to increased reliance by customers on these systems. Surprisingly, brand reputation alone did not have a direct effect on chatbot trust. The research emphasizes the need to optimize chatbot features to build user trust and suggests that while humanlike characteristics can improve interactions the main focus should be on efficiency. These findings provide insights for businesses looking to use AI chatbots effectively to enhance customer satisfaction and loyalty in today's competitive e-commerce environment.
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Trust directly forecasts reliance in simplified models.
“trust directly forecasts reliance in simplified models [53]”
From From Recommendations to Delegation: A Systematic Review Mapping Agentic AI in E-Commerce and Its Consumer Effects (2026) · cites this paper as [53]
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- Authors
- Christopher, Y., Sundjaja, A. M., & Mulvono
- Affiliations
- Binus University (ID)
- ORCID
- Sundjaja, Arta Moro
- Venue
- 2024 9th International Conference on Information Technology and Digital Applications (ICITDA)
- Publisher
- IEEE
- Published
- 2024-11-07
- Pages
- 1-8
- OpenAlex
- W4405845659
- Semantic Scholar
- 942136baef57e5cf10e6864c6d5bda794deb9f6a
- Cited by
- 5
- References
- 27
- Citations by year
- 2026: 3 · 2025: 2
- FWCI
- 1.44
- Type
- conference paper
- Language
- en
- Open access
- closed
- Locations
- International Conference on Information Technology and Digital Applications (ICITDA) (publishedVersion)
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Keywords
- AI chatbots, e-commerce platforms, consumer trust, dependability, chatbot responsiveness, brand reputation, customer satisfaction, customer loyalty
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