Peran Antropomorfisme dan Keterlibatan Teknologi Terhadap Niat Menggunakan Chatbot dan Niat Berbelanja
DOI:
https://doi.org/10.32534/jv.v19i1.5389Abstract
Minimnya kajian tentang chatbot terutama dilihat dari peran antropomorfisme dan keterlibatan teknologi pelanggan dalam literatur menjadi latar belakang studi ini. Di samping, secara empirik pengelola chatbot memerlukan bagaimana memanfaatkan aspek antropomorfisme dan keterlibatan teknologi pengguna bagi peningkatan kinerja chatbot dalam meningkatkan niat menggunakan chatbot dan niat berbelanja pada e-commerce. Tujuan penelitian ini adalah untuk menguji faktor-faktor yang mempengaruhi niat menggunakan chatbot dan niat berbelanja utamnya dari faktor kegunaan, kenyamanan, sikap, dan kepuasan serta antropomorfisme dan keterlibatan teknologi. Studi ini menggunakan desain kuantitatif melalui survey, dengan melibatkan layanan e-commerce Tokopedia di Indonesia. Terdapat 150 pelanggan yang dipilih melalui teknik purposive sampling sebagai responden. Analisis data dilakukan dengan Structural Equation Model dengan pendekatan Partial Least Square. Temuan studi ini menunjukkan bahwa antropomorfisme dan keterlibatan teknologi berpengaruh positif terhadap kepuasan dan selanjutnya kepuasan berpengaruh positif terhadap niat menggunakan chatbot dan niat berbelanja e-commerce. Studi ini berkontribusi dalam mengkonfirmasi temuan sebelumnya dalam literatur, dan secara empirik memberikan panduan bagaimana meningkatkan peran antropomorfisme dan keterlibatan teknologi dalam meningkatkan kinerja chatbot.
Keywords:
Chatbot, e-commerce, Intensi, Antropomorfisme, keterlibatan teknologi, Theory Planned BahaviorReferences
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