AI CHATBOTS INTEGRATION IN ONLINE SHOP IN NUEVA ECIJA, PHILIPPINES: STUDY UTILIZING THE EXPECTATION CONFIRMATION THEORY AND ISO/IEC 25010 CRITERIA

Artificial Intelligence (AI) is transforming Ecommerce by enhancing customer relations. In the Philippines, where E-commerce is growing rapidly, understanding the impact of AI integration on online shops is crucial. This study explores consumer satisfaction and acceptance of AI chatbots in online shops, using Expectation Confirmation Theory and ISO/IEC 25010 criteria to evaluate user experience. The study aims to provide insights for E-commerce businesses to optimize AI adoption and improve customer engagement. A self-made questionnaire was employed as the primary data collection tool, with 392 respondents selected through simple random sampling. Findings indicate that online shoppers’ expectations align with their current experiences with AI chatbots, as evidenced by positive evaluations of functional suitability, performance efficiency, and usability. These results encourage continued use of AI chatbots, highlighting their effectiveness in addressing customer queries promptly and accurately. The study also notes emerging trends in the online marketplace, with growing demand for toys and baby products, while Fashion, Beauty, and Personal Care items remain dominant. AI chatbots are shown to enhance user experience, making them a strategic asset for E-commerce businesses in the Philippines. Leveraging these insights, businesses can better align with consumer needs and stay competitive in the evolving market.