Role of AI Chatbots in Enhancing Customer Experience in E-commerce Platforms.

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Published: Aug 12, 2026
Keywords:
AI Chatbots, Customer Experience, Customer Satisfaction, Personalization, E-Commerce

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Ekta Jaiswal
Gaurav Srivastava

Abstract

This study examines the role of AI chatbot features in enhancing customer experience on e-commerce platforms, with a specific focus on perceived intelligence, responsiveness, and personalization. It also investigates the mediating role of customer satisfaction in this relationship. A quantitative research design was adopted, and data were collected from 433 valid respondents in the Delhi NCR region using a structured questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that perceived intelligence is the most significant predictor of both customer satisfaction and customer experience. Responsiveness and personalization also have a positive and significant impact on customer experience, while personalization significantly influences customer satisfaction. However, responsiveness does not have a significant effect on satisfaction. The results further indicate that customer satisfaction does not strongly mediate the relationship between chatbot features and customer experience, suggesting that chatbot attributes primarily influence experience through direct effects. The study demonstrates moderate explanatory and predictive power, highlighting the importance of AI chatbot capabilities in shaping user perceptions. The findings provide valuable insights for e-commerce platforms to enhance customer engagement by focusing on intelligent and personalized chatbot interactions....

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How to Cite
Jaiswal, E., & Srivastava, G. (2026). Role of AI Chatbots in Enhancing Customer Experience in E-commerce Platforms. CINEFORUM, 66(S3), 13–27. Retrieved from https://revistadecineforum.com/index.php/cf/article/view/1163
Issue
Vol. 66 No. S3 (2026)
Section
Original Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

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