Research on Users' Trust of Chatbots Driven by AI: An Empirical Analysis Based on System Factors and User Characteristics

AI chatbots have been widely used in e-commerce, which can improve service efficiency and reduce labor cost markedly. However, consumers' evaluation of intelligent customer service is mixed. This paper explores the impact of system factors and user characteristics on service perception and users' trust. Based on the social presence theory, this study constructs the trust research model of AI chatbots. The main results show that perceived personalization, perceived media richness and past usage experience positively influence social presence, cognitive reactance has a negative impact on social presence, social presence has a positive impact on users' trust. By investigating the features influencing trust, this study provides relevant technical improvement and marketing suggestions for managers.