The factors of ai-based chatbot in the retail sector on purchase intention among consumers in Malaysia

Othman, Nur Athilah (2023) The factors of ai-based chatbot in the retail sector on purchase intention among consumers in Malaysia. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

As new developments have quickly permitted the development of new methods for communicating with customers, artificial intelligence (AI) has become even more pervasive in the service business. One of these is the creation of AI-powered chatbots for online customer care. This research was designed to analyze the effect of AI-based chatbots in the retail sector on purchase intention among consumers in Malaysia. The objective of this study was to analyze the significant relationship between the effect of AI-based chatbot features and grocery consumer purchase intention in Malaysia, to examine the factors of AI-based chatbots that influence will affect grocery consumer purchase intentions in Malaysia, and to verify the most dominant factors of AI-based chatbots on grocery consumer purchase intention in Malaysia. The independent variable in the framework of this research was the factors of the AI-based chatbot, while the dependent variable is purchasing intention. The methodology used by the researcher in this research is a quantitative method and the researcher took a sample of 220 respondents who are Malaysian grocery shoppers using AI-based chatbots to obtain data. For data analysis, researchers used Descriptive Analysis, Pearson Correlation analysis, and Multiple Linear Regression Analysis to analyze the data. This research can be used as a platform to examine in-depth the factors of attitudes toward AI-based chatbots on purchase intention among consumers in Malaysia.

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