Author Information
Rachel Cathleen Wijaya Oey, National Quemoy University, TaiwanLi Hui Chang, National Quemoy University, Taiwan
Yu Fang Yen, National Quemoy University, Taiwan
Darryl Valencio Wijaya Oey, National Quemoy University, Taiwan
Abstract
The rapid development of e-commerce has encouraged companies to implement AI chatbots as a customer service facility to improve efficiency and speed. Human live agents are considered superior in building emotional relationships and handling complex problems. This explains that psychological factors perceived by customers under the type of service agent also influence customer satisfaction. This research aims to compare customer satisfaction between AI chatbots services and human live agents services in an e-commerce context. It further examines how customers’ psychological perceptions—perceived warmth, perceived competence, and trust—affect customer satisfaction under each service condition. Based on the Stereotype Content Model (SCM), customer perceptions of service agents based on perceived warmth, perceived competence, and trust can influence customer satisfaction. The research gap found is the lack of research comparing the two types of service agents in a single integrated conceptual model. This research uses a quantitative approach with a comparative and within-subject design. The population is e-commerce users in Indonesia who have used AI chatbots and human live agents services. Respondent data was collected through an online questionnaire survey and analyzed using SPSS. The results of this research found that the increase in customer satisfaction by AI chatbots and human live agents occurred due to different psychological factors. Perceived competence had a stronger predictive effect on customer satisfaction under AI chatbots services. while perceived warmth and trust were stronger under human live agents. This indicates that both types of services are complementary in e-commerce.
Paper Information
Conference: ACCS2026Stream: Psychology
This paper is part of the ACCS2026 Conference Proceedings (View)
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To cite this article:
Oey R., Chang L., Yen Y., & Oey D. (2026) Comparing Customer Satisfaction Between AI Chatbots and Human Live Agents in E-commerce: The Roles of Perceived Warmth, Perceived Competence, Trust ISSN: 2187-4751 – The Asian Conference on Cultural Studies 2026: Official Conference Proceedings (pp. 203-218) https://doi.org/10.22492/issn.2187-4751.2026.17
To link to this article: https://doi.org/10.22492/issn.2187-4751.2026.17
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