Factors That Affect User Satisfaction of Using E-Commerce Chatbot: A Study on Generation Z

  • Pei Kian Tan
  • Char Min Lim


In this modern era, E-commerce is one of the industries that focuses on using artificial intelligence (AI) to improve the business performance especially in the area of electronic customer relationship management (e-CRM). In this research, the usage of one of the AI tools, which is known as chatbot, is further investigated in the area of e-commerce. There are various past researches which focus on the topic of chatbot. However, the past researches are restricted by several factors such as location, industry, and respondent. Therefore, this research will focus on a brand-new location, which is Malaysia. The newly targeted industry and respondent will be e-commerce industry and Generation Z respectively. The objective of this study is to investigate the factors that affect user satisfaction of using e-commerce chatbot. This research utilizes both Information System Success Model (ISSM) and Technology Acceptance Model (TAM) in order to provide theoretical foundation to this research. It’s aimed to contribute new insight by combining the two models in order to test the relationship between the variables with the user satisfaction of using e-commerce chatbot. The variables that are derived from ISSM are system quality, information quality, and service quality; while the variables that are derived from TAM are perceived ease of use and perceived usefulness. The data collection method for this research is through questionnaire while the sampling method is convenience sampling. For data analysis and measurements, reliability test, descriptive and frequency distribution, and multiple linear regression were used for the purpose of this research. In terms of the research outcomes, three independent variables that are proven to have significant relationship with the dependent variable are system quality, information quality, and perceived usefulness; while service quality and perceived ease of use are proven to have no significant relationship with the dependent variable. This research is able to create new insights and provide more information to the future researchers. Moreover, it is also able to deepen the understanding of chatbot developers especially in modifying and innovating the chatbots from time to time so that they are able to meet the users’ expectations. Last but not least, this research is able to provide information regarding ways to improve electronic customer relationship management (e-CRM) to the functional area of the organizations so that they can have a better understanding on the ways to improve customers’ satisfaction through the e-commerce platform. Purpose of this document is to provide a consistent format for full papers appearing in the conference proceedings and journal. The publisher strongly encourages the authors to use the full paper template when preparing the article. This document also provides guidelines to the authors for submission of full paper for publication.


Allison, J. (May 2, 2013). E-commerce: Exactly what is it? Retrieved September 8, 2019, from www.drjerryallison.hubpages.com.
Atwell, E., & Shawar, B.A. (2007). Chatbots: Are they Really Useful? LDV Forum, 22, 29-49.
Bailey, J.E. and Pearson, S.W. (1983). Development of a tool for measuring and analysing computer user satisfaction. Management Decision, 29(5), 530-545.
Belle, J-P.V., & Eccles, M.G., & Nash,J.M. (2001). Discovering Information Systems.
Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation confirmation model. MIS Quarterly, 25(3), 351-370.
Brown, I. and Jayakody (2008). R. B2C e-Commerce Success: A Test and Validation of a Revised Conceptual Model. The Electronic Journal Information Systems Evaluation, 11(3), 167 – 184.
Carayannopoulos, S. (2018). Using chatbots to aid transition. The International Journal of Information and Learning Technology, 35(2),118-129.
Chen, Q., Chen, H.- M. and Kazman, R. (2007). Investigating antecedents of technology acceptance of initial eCRM users beyond generation X and the role of self-construal. Electronic Commerce Research, 7(3), 315-339.
Ajzen, I. (1991). The theory of planned behaviour. Organizational Behavior and Human DecisionProcesses, 50(2), 179-211.
Ajzen, I. and Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behaviour, Prentice-Hall, Englewood Cliffs, NJ.
Clarke, R. (1999). Electronic Commerce Definition. Retrieved September 8, 2019, from http://www.rogerclarke.com/EC/ECDefns.html.
Clikeman, P. M. (1999). Improving information quality. Internal Auditor 56:32. Damghanian, H., A. Zarei, and M. A. Siahsarani Kojuri. 2016. Impact of perceived security on trust, perceived risk, and acceptance of online banking in Iran. Journal of Internet Commerce, 15(3), 214–38. doi:10.1080/15332861.2016.1191052.
Coppel, J. (2000). E-Commerce: Impact and policy challenges. OECD Economics Department Working Paper, No.252, OECD. Publishing.http://dx.doi.org/10.1787/801315 6832.
Cyert, R. M. & March, J. G. (1963). A Behavioural Theory of the Firm. Englewood Cliffs, N.J.: Prentice-Hall.
Davis F., Bagozzi R., and Warshaw P. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22,(1992), 1111- 1132.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Q., 13, 319–340.
Delone, W. H., and E. R. McLean. (1992). Information systems success: The quest for the dependent variable. Information Systems Research, 3(1), 60–95. doi:10.1287/isre.3.1.60.
DeLone, W.H. and McLean, E.R. (2003). The DeLone and McLean Model of information systems success: a ten-year update. Journal of Management Information Systems, 19(4), 9-30.
Detlor, B., Hupfer, M.E., Ruhi, U. and Zhao, L. (2013). Information quality and community municipal portal use. Government Information Quarterly, 30(1), 23-32.
Doll, W.J. and Torkzadeh, G. (1988). The measurement of end-user computing satisfaction. MIS Quarterly, 12(2), 259-274.
Elmorshidy, A., Mostafa, M.M., Moughrabi, I.E., Mezen, H.A. (2015). Factors influencing live customer support chat services: an empirical investigation in Kuwait. Journal of Theoretical and Applied Electronic Commerce Research, 10(3), 63-76.
Frankenfield, J. (June 26, 2019). Chatbot. Investopedia. Retrieved September 8, 2019, from https://www.investopedia.com/terms/c/chatbot.asp
Gorla, N., T. M. Somers, and B. Wong. (2010). Organizational impact of system quality, information quality, and service quality. The Journal of Strategic Information Systems, 19(3), 207–28. doi: 10.1016/j.jsis.2010.05.001.
Hardcastle, E. (2011). Business Information Systems, Ventus publishing ApS.
Hazelton, P. (April 23, 2019). Using Facebook Messenger chatbots to support live chat. Practical Ecommerce. Retrieved September 8, 2019, from https://www.practicalecommerce.com/using-facebook-messenger-chatbots-to-support-live-chat
Ives, B., Olson, M. H. & Baroudi, J. J. (1983). The measurement of user information satisfaction. Communications of the ACM, 26(10), 785-793.
Kahn, B. K., & Strong, D. M., & Wang, R. Y. (2002). Information quality benchmarks: product and service performance. Communications of the ACM, 45(4ve),184–192.
Lim, W. M., & Ting, D.H. (2012). E-shopping: An Analysis of the Technology Acceptance Model. Modern Applied Science. 6.10.5539/mas. v6n4p49.
Malone, Thomas W., Joanne Yates, & Robert I. Benjamin. (1987). Electronic Markets and Electronic Hierarchies. Communications of the ACM, 30(6), 484-497.
Morosan, C. (2012). Theoretical and empirical considerations of guests’ perceptions of biometricsystems in hotels. Journal of Hospitality and Tourism Research, 36(1), 52-84.
Mukhopadhyay, Tridas, Sunder Kekre, & Suresh Kalathur. (1995). Business Value of Information Technology: A Study of Electronic Data Interchange. MIS Quarterly, 19(2), 137-156.
Muslim Amin Sajad Rezaei Maryam Abolghasemi , (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International, 5(3), 258 - 274
Permanent link to this document: http://dx.doi.org/10.1108/NBRI-01-2014-0005
O’Brien, J.A., & Marakas, G.M. (2007). Management information systems -10th ed., by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies.
Oostenbrink, J. (2015). Financial impact of downtime decrease and performance increase of IT services. Bachelor’s thesis, University of Twente.
Pawlewicz, K. (2019). A History of Customer Service. Now Chatting: The Olark Live Chat Blog. Retrieved September 8, 2019, from https://blog.olark.com/the-history-of-customer-service
Petter, S., & DeLone, W., & McLean,E. (2008). Measuring information systems success: models, dimensions, measures, and interrelationships. European Journal of Information Systems, 17,236 – 263.
Revels, J., Tojib, D. and Tsarenko, Y. (2010). Understanding consumer intention to use mobile services. Australasian Marketing Journal (AMJ), 18(2), 74-80.
Rouibah, K., Abbas, H. and Rouibah, S. (2011). Factors affecting camera mobile phone adoption before e-shopping in the Arab world. Technology in Society, 33(3/4), 271-283.
Seddon, P. & Kiew, M. Y. (1994). A partial test and development of the DeLone and McLean model of IS success. In J. I. DeGross, S. L. Huff, and M. C. Munro (Eds). Proceedings ofFifteenth International Conference on Information Systems. pp. 99-110. Vancouver, BC.
Sekaran, U. (2003). Research methods for business: A skill-building approach (4th ed.). New York: John Wiley & Sons.
Swanson, B. (1997). Maintaining IS quality. Information and Software Technology, 39(12), 845–50. doi:10.1016/S0950-5849(97)00043-8.
Trivedi, J. (2019). Examining the Customer Experience of Using Banking
Chatbots and Its Impact on Brand Love: The Moderating Role of Perceived Risk, Journal of Internet Commerce, DOI: 10.1080/15332861.2019.1567188
Van Eeuwen, M. (2017). Mobile conversational commerce: messenger chatbots as the next interface between businesses and consumers, Master’s thesis, University of Twente.
Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the Technology Acceptance Model. Information Systems Research, 44(4), 342.
Vladimir, Z. (1996). Electronic Commerce: structure and issues. International Journal of Electronic Commerce Research, 1, 3-23.
Zwass, V. (1996). Electronic Commerce: structure and issues. International Journal of Electronic Commerce Research, 1, 3-23.
How to Cite
KIAN TAN, Pei; MIN LIM, Char. Factors That Affect User Satisfaction of Using E-Commerce Chatbot: A Study on Generation Z. International Journal of Business and Technology Management, [S.l.], v. 5, n. 1, p. 292-303, mar. 2023. ISSN 2682-7646. Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/21952>. Date accessed: 29 sep. 2023.