The role of machine learning chatbot in influencing consumer purchase intention in fashion industry

Thean, Kah Keat (2024) The role of machine learning chatbot in influencing consumer purchase intention in fashion industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

With the rapid advancements in artificial intelligence and machine learning, chatbots have become increasingly prevalent in online shopping experiences. These chatbots offer personalized assistance and information, enhancing the decision-making process for consumers. The study focuses on identifying the key factors that shape consumers' purchase intention when interacting with machine learning chatbots in the fashion industry's e-commerce platforms. The study uses quantitative methods to explore how machine learning chatbots impact consumers' buying decisions in fashion e-commerce. Surveys are employed to collect numerical data on consumer behavior, preferences, and perceptions. The findings of this research contribute to the existing knowledge by providing a deeper understanding of how machine learning chatbots impact consumer behavior in the context of fashion e-commerce. The study has practical implications for businesses in designing effective chatbot interactions and personalized recommendations to improve customer engagement, conversion rates, and overall satisfaction. By optimizing the design and functionality of machine learning chatbots, fashion e-commerce platforms can enhance the user experience and drive higher purchase intentions. A total of 384 responses were obtained through questionnaire. The findings reveal that system quality emerges as the primary influencer, followed by substantial effects from perceived usefulness, perceived ease of use, and information quality. The findings underscore the pivotal role of user-friendly experiences, reliable systems, and quality information in shaping consumer behaviors and intentions in the fashion industry's e-commerce facilitated by machine learning chatbots.

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