The Effectiveness of AI-Powered Chatbots in Enhancing Customer Experience and Purchase Intention on Social Media Platforms

Abstract

This study investigates the effectiveness of AI-powered chatbots in enhancing customer experience and purchase intention on social media platforms in Thailand. As businesses increasingly adopt conversational AI tools to improve customer engagement, understanding how chatbot quality affects consumer behavior is crucial. Data were collected from 450 Thai consumers who interacted with chatbots on platforms such as Facebook Messenger, LINE, and Instagram. Using structural equation modeling (SEM), the results reveal that chatbot service quality—comprising responsiveness, reliability, empathy, personalization, and usability—significantly improves customer experience, which in turn strengthens satisfaction, trust, and purchase intention. The findings confirm that customer experience mediates the relationship between chatbot service quality and purchase intention, highlighting the importance of emotional and functional interaction design. Moreover, responsiveness has a stronger influence on Facebook users, whereas personalization is more significant on LINE. The study contributes to marketing and information systems literature by offering empirical evidence of how AI-powered chatbots shape consumer experience and behavioral outcomes in Thailand’s rapidly evolving social commerce environment.