The determinant factors of continuance use of customer service chatbot in Indonesia e-commerce: extended expectation confirmation theory

Abstract

Purpose The implementation of customer service chatbots in various industries is increasingly accepted globally. Previous research has not extensively explored the relationship between chatbot disclosure, technology anxiety, chatbot quality, customer experience and customer satisfaction derived from using chatbot customer service in e-commerce. Therefore, this paper aims to examine the determinant factors of customer service chatbot continuance intention by extending the expectation confirmation theory (ECT). The researchers integrate chatbot quality, technology anxiety and disclosure into ECT to comprehensively understand the phenomena. Design/methodology/approach The quantitative study uses the partial least square structural equation model disjoint two-stage approach with a sample of 310 respondents collected using purposive sampling. Findings The study reveals that perceived usefulness, confirmation and satisfaction positively affect customer service chatbot continuance intentions. Moreover, chatbot disclosure can enhance chatbot quality. However, technology anxiety negatively affects chatbot quality. Originality/value This research contributed to adapting customer service chatbots in Indonesian e-commerce, focusing on chatbot quality, technological anxiety and transparency. Furthermore, it underscores the need for clarity, addresses transaction-specific concerns and artificial intelligence-driven customer assistance in the Indonesian market.