Analysis of the Impact of Chatbot Service Quality on Customer Satisfaction and Continuous Usage Intention

This study explores how various dimensions of chatbot service quality in e-commerce affect customer satisfaction and continued usage intention. Analyzing 466 valid responses with a structural equation model, it was found that chatbot empathy and reliability significantly influence perceived usefulness and ease of use, while accuracy plays a key role in enhancing perceived usefulness. Customer satisfaction positively impacts continued usage intention. This research provides empirical evidence and practical suggestions for improving chatbot design and user experience in e-commerce.