WHEN CHATBOTS DELIVER VALUE: UNVEILING THE PATH TO REPURCHASE INTENTION IN E-COMMERCE
DOI:
https://doi.org/10.70248/jmie.v4i1.4685Abstract
This study examines how information quality and responsiveness influence repurchase intention in e-commerce, with customer satisfaction as a mediating variable and e-shopping enjoyment as a moderating variable. A quantitative approach was employed using an online survey of 223 consumers who had previously used e-commerce chatbots. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that information quality has a positive and significant effect on customer satisfaction (β = 0.630, p < 0.001), but does not have a significant direct effect on repurchase intention (β = −0.106, p = 0.191). Customer satisfaction significantly influences repurchase intention (β = 0.720, p < 0.001) and mediates the relationship between information quality and repurchase intention (β = 0.454, p < 0.001). In contrast, responsiveness has a positive and significant direct effect on repurchase intention (β = 0.185, p = 0.019), but does not significantly affect customer satisfaction (β = 0.062, p = 0.577) or repurchase intention through customer satisfaction (β = 0.045, p = 0.571). Furthermore, e-shopping enjoyment does not significantly moderate the relationship between customer satisfaction and repurchase intention (β = 0.045, p = 0.438). These findings demonstrate that chatbot attributes influence repurchase intention through distinct pathways, with customer satisfaction serving as a key mechanism through which information quality translates into repeat-purchase intention. For e-commerce managers, the findings highlight the need to provide accurate, relevant, clear, and complete chatbot information while maintaining responsive and helpful interactions to enhance customer satisfaction and encourage repurchase intention.
References
Ananda, A. M., & Widagda, I. G. N. J. A. (2024). The role of customer satisfaction mediates the effect of responsiveness on repurchase intention through Tokopedia in Denpasar and Badung Cities. Management Analysis Journal, 13(1), 83–93. https://doi.org/10.15294/maj.v13i1.2973
Ashfaq, M., Yun, J., Yu, S., & Loureiro, S. M. C. (2020). I, Chatbot: Modeling the determinants of users’ satisfaction and continuance intention of AI-powered service agents. Telematics and Informatics, 54. https://doi.org/10.1016/j.tele.2020.101473
Atienza-Barba, M., de la Cruz del Río-Rama, M., Meseguer-Martínez, Á., & Barba-Sánchez, V. (2024). Artificial intelligence and organizational agility: An analysis of scientific production and future trends. European Research on Management and Business Economics, 30(2). https://doi.org/10.1016/j.iedeen.2024.100253
Auh, S., Menguc, B., Fisher, M., & Haddad, A. (2011). The contingency effect of service employee personalities on service climate: Getting employee perceptions aligned can reduce personality effects. Journal of Service Research, 14(4), 426–442. https://doi.org/10.1177/1094670511421521
Cavazotte, F., Moreno, V., & Lasmar, L. C. C. (2020). Enabling customer satisfaction in call center teams: The role of transformational leadership in the service-profit chain. The Service Industries Journal, 40(5–6), 380–393. https://doi.org/10.1080/02642069.2018.1481955
Chen, J.-S., Tran-Thien-Y Le, & Florence, D. (2021). Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing. International Journal of Retail & Distribution Management, 49(11), 1512–1531. https://doi.org/10.1108/IJRDM-08-2020-0312
Chen, Q., Lu, Y., Gong, Y., & Xiong, J. (2023). Can AI chatbots help retain customers? Impact of AI service quality on customer loyalty. Internet Research. https://doi.org/10.1108/INTR-09-2021-0686
Chiu, C., Chang, C., Cheng, H., & Fang, Y. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 761–784. https://doi.org/10.1108/14684520910985710
Chung, N., & Kwon, S.-J. (2009). Effect of trust level on mobile banking satisfaction: A multi-group analysis of information system success instruments. Behaviour & Information Technology, 28(6), 549–562. https://doi.org/10.1080/01449290802506562
Claudia, I. E., Maesaroh, S. S., & Nugraha, M. R. (2025). Impact of AI-powered chatbot Choki on Shopee users’ continuance intention. Journal of Business and Information Systems, 7(2). https://doi.org/10.31316/jbis.v7i2.327
Csikszentmihalyi, M. (1975). Beyond Boredom and Anxiety: Experiencing Flow in Work and Play. Jossey-Bass.
DeLone, W. H., & 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. https://doi.org/10.1080/07421222.2003.11045748
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20(2), 139–150. https://doi.org/10.1002/MAR.10064
Fachri, A., Hudayah, S., & Indriastuti, H. (2021). Influence Of Information Quality And System Quality And Quality Of Digital Payments On Consumer Satisfaction And Repurchasing Intention On Gojek Users In The City Of Samarinda. 2021(4), 94–111. https://doi.org/10.29040/ijebar.v5i4.3805
Fang, J., George, B., Shao, Y., & Wen, C. (2016). Affective and cognitive factors influencing repeat buying in e-commerce. Electronic Commerce Research and Applications, 19, 44–55. https://doi.org/10.1016/j.elerap.2016.08.001
Firahmi, M. W., Firdaus, M. R., Jayawati, E. N. C., Nabila, S. D., Aditya, C., & Yulianti, F. (2026). AI, trust, and digital experience: What drives online repurchase intent? IBT Journal of Business Studies, 21(2), 252–272. https://doi.org/http://doi.org/10.46745/ilma.jbs.2025.21.02.06
Fullagar, C. J., Knight, P. A., & Sovern, H. S. (2013). Challenge/skill balance, flow, and performance anxiety. Applied Psychology, 62(2), 236–259. https://doi.org/10.1111/j.1464-0597.2012.00494.x
Gao, L., Waechter, K. A., & Bai, X. (2015). Understanding consumers’ continuance intention towards mobile purchase: A theoretical framework and empirical study – a case of China. Computers in Human Behavior, 53, 249–262. 10.1016/j.chb.2015.07.014
Hair, J., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (Seventh Ed).
Holdack, E., Lurie-Stoyanov, K., & Fromme, H. F. (2022). The role of perceived enjoyment and perceived informativeness in assessing the acceptance of AR wearables. Journal of Retailing and Consumer Services, 65, 102259. https://doi.org/10.1016/j.jretconser.2020.102259
Hui, Z., Khan, A. N., Chenglong, Z., & Khan, N. A. (2024). When service quality is enhanced by Human–Artificial intelligence interaction: An examination of anthropomorphism, responsiveness from the perspectives of employees and customers. International Journal of Human–Computer Interaction, 40(22), 7546–7561. https://doi.org/10.1080/10447318.2023.2266254
Juan, J., Citro, H., & Runtu, J. (2023). Pengaruh Effort Expectancy , Perceived Usefulness , Information Quality , Perceived Risk , Social Influence , Dan Trust Terhadap Repurchase Intention Pada Aplikasi Shopee. 12(2), 143–153. https://doi.org/10.33508/jumma.v12i2.5226
Kushwaha, A. K., Kumar, P., & Kar, A. K. (2021). What impacts customer experience for B2B enterprises on using AI-enabled chatbots? Insights from Big data analytics. Industrial Marketing Management, 98, 207–221. https://doi.org/10.1016/j.indmarman.2021.08.011
Lavoie, R., Main, K., & Stuart-Edwards, A. (2022). Flow theory: Advancing the two-dimensional conceptualization. Motivation and Emotion, 46(1), 38–58. https://doi.org/10.1007/s11031-021-09911-4
Lee, C. T., Pan, L. Y., & Hsieh, S. H. (2022). Artificial intelligent chatbots as brand promoters: A two-stage structural equation modeling-artificial neural network approach. Internet Research, 32(4), 1329–1356. https://doi.org/10.1108/INTR-01-2021-0030
Luo, X., Tong, S., Fang, Z., & Qu, Z. (2019). Frontiers: Machines vs. Humans: The impact of artificial intelligence chatbot disclosure on customer purchases. Marketing Science, 38. https://doi.org/10.1287/mksc.2019.1192
Méndez-Suárez, M., Monfort, A., & Hervas-Oliver, J.-L. (2023). Are you adopting artificial intelligence products? Social-demographic factors to explain customer acceptance. European Research on Management and Business Economics, 29(3), 100223. https://doi.org/10.1016/j.iedeen.2023.100223
Mustika, G. L. A., & Suhendra, E. S. (2026). The Influence of Information Quality , System Quality , and E-Service Quality on Repurchase Intention Through Customer Satisfaction Among Online Travel Agency Users. 51–66. https://doi.org/10.60084/ijma.v4i1.435
Nazir, S., Khadim, S., Ali, M., & Syed, N. (2023). Technology in Society Exploring the influence of artificial intelligence technology on consumer repurchase intention : The mediation and moderation approach. Technology in Society, 72(June 2022), 102190. https://doi.org/10.1016/j.techsoc.2022.102190
Pranoto, H. S., Soetedja, V., Paramitha, T. M., & Wibowo, A. (2023). Service Quality Influence on Repurchase Intention, Through Customer Satisfaction Mediation: Indonesia Music Studio Perspective. Jurnal Aplikasi Manajemen Dan Bisnis, 9(3), 706–715. https://doi.org/10.17358/jabm.9.3.706
Rodríguez, R., Roberts-Lombard, M., Høgevold, N. M., & Svensson, G. (2024). Proposing a sales performance motivational framework for B2B sellers in services firms. European Research on Management and Business Economics, 30(1), 100235. https://doi.org/10.1016/j.iedeen.2023.100235
Shi, S., Mu, R., Lin, L., Chen, Y., Kou, G., & Chen, X.-J. (2018). The impact of perceived online service quality on swift guanxi: Implications for customer repurchase intention. Internet Research. https://doi.org/10.1108/IntR-12-2016-0389
Teo, T. S. H., Srivastava, S. C., & Jiang, L. (2008). Trust and electronic government success: An empirical study. Journal of Management Information Systems, 25(3), 99–132. https://doi.org/10.2753/MIS0742-1222250303
Tripp, J., McKnight, D. H., & Lankton, N. (2023). What most influences consumers’ intention to use? Different motivation and trust stories for Uber, Airbnb, and TaskRabbit. European Journal of Information Systems. https://doi.org/10.1080/0960085X.2022.2062469
Vassilakopoulou, P., Haug, A., Salvesen, L. M., & Pappas, I. O. (2023). Developing human/AI interactions for chat-based customer services: Lessons learned from the Norwegian government. European Journal of Information Systems, 32(1), 10–22. https://doi.org/10.1080/0960085X.2022.2096490
Xie, C., Wang, Y., & Cheng, Y. (2023). Does artificial intelligence satisfy you? A meta-analysis of user gratification and user satisfaction with AI-powered chatbots. International Journal of Human–Computer Interaction. https://doi.org/10.1080/10447318.2022.2121458
Yun, J., & Park, J. (2022). The Effects of Chatbot Service Recovery With Emotion Words on Customer Satisfaction, Repurchase Intention and Positive. 13(May), 1–12. https://doi.org/10.3389/fpsyg.2022.922503
Zhao, X., Lynch Jr., J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257
Zhao, X., Nawaz, A., Shahzad, K., & Ali, M. (2026). Chatbots That Win Hearts And Wallets : Maximizing Customer Satisfaction and Repeat Purchases. European Research on Management and Business Economics (32), 1-11. https://doi.org/10.1016/j.iedeen.2026.100307
