Exploring the influence of chatbot on repurchase intention of vegan cosmetics on e-commerce platforms

Abstract

In today's modern world, the tendency of online shopping on E-commerce platforms has witnessed an increasing popularity, especially in the cosmetics industry. Many technological applications have been developed to facilitate the selection of cosmetics easier, such as providing information, recommendations, and consultations that lead to consumers' purchasing intentions. Among them is the Chatbot—a program designed based on AI to simulate communication with humans through messaging platforms, websites, or mobile applications. However, does the Chatbot influence customer experience and satisfaction, leading to repurchase intention? Given the aforementioned issues,conducting a study on this topic is essential: Exploring the influence of Chatbot on repurchasing intention of vegan cosmetics on E-commerce platform. This research aims to measure the influence of different factors and features in Chatbots on consumer satisfaction and consumer experience leading to repurchase intention. From there, numbers of solutions can be proposed to assist businesses in enhancing strategies and addressing issues to retain customers. Our topic is based on researching and analyzing several essential and prominent factors of Chatbot that lead to consumers' repurchase intention, such as trust, Perceived usefulness, Perceived ease of use, and Personalization . Our results are based on gathering feedback from online survey samples conducted by 200 students in Ho Chi Minh City