The perspectives of students on the use of chatbots (AI) in e-commerce.

Abstract

This study investigates university students’ perceptions of AI-powered chatbot adoption in e-commerce and examines the factors influencing their perceptions, attitudes, and behavioral intentions. A mixed-methods research approach, incorporating both qualitative and quantitative methods, is employed to analyze key factors such as perceived usefulness, perceived ease of use, and overall user experience in chatbot adoption. The study collected data from 230 students, primarily from the Mekong Delta region of Vietnam, to assess their perspectives on chatbot usage in e-commerce. The findings provide critical insights into students’ acceptance of chatbot technology. Based on these results, practical recommendations are proposed for businesses to enhance chatbot functionalities, ensuring seamless and optimized user experience. Ultimately, this study contributes to the socio-economic landscape by supporting the development and application of AI chatbots in business while serving as a reference for companies seeking to implement chatbot technology effectively in e-commerce.

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