Customer perceptions toward companies' chatbots on e-commerce and social commerce platforms in Thailand.

Abstract

Nowadays, selling products on e-commerce and social commerce platforms are popular in Thailand due to the development of technology and changes in customer behaviors. Whilst companies use chatbots to interact with both potential and existing customers on their platforms with the view to increase business competitiveness, customers and companies may have different perspectives on their purpose. This paper aims to understand the perceptions of Thai customers toward chatbots. This research is a qualitative methods, applying an in-depth interview technique; alongside the relevant research and literature review. The results showed that Thai customers have the intention to use chatbots as they perceive the convenience value of chatbots through their ability to answer simple questions. The good responsiveness of chatbots also creates value in the eyes of the customer, interestingly trust has no relationship with the intention to use chatbots.