• Sidharth S
• Pratik Choudhury
• Shivam Rana
• Dr. Shubham Ranaut

The study investigates the impact of chatbot interventions on the purchase decision process of consumers in the e-commerce context. Chatbots, powered by artificial intelligence (AI) and natural language processing (NLP), have emerged as pivotal tools in facilitating online interactions and providing customer support. Despite their widespread adoption, understanding their influence on consumer behaviour remains crucial for businesses operating in the e-commerce landscape. The literature review underscores the transformative role of AI-powered chatbots in reshaping consumer interactions and purchasing behaviour. Studies have explored various factors such as customer emotions, chatbot interaction styles, anthropomorphism, and the influence of AI algorithms on consumer decision-making processes. While chatbots offer convenience and round-the-clock availability, challenges persist in handling complex queries and delivering personalized responses. Moreover, concerns regarding transparency, reliability, and fairness in AI systems highlight the need for continuous improvement and ethical considerations. The research methodology employed a descriptive research design, conducted among 450 consumers in an educational institution setting. Convenience sampling was utilized to select respondents, and primary data was collected using a structured interview schedule. Statistical tools such as percentages, arithmetic mean, and standard deviation were employed to analyse the data and draw conclusions. The findings reveal significant insights into consumer perceptions and behaviours related to chatbot interventions in e-commerce. While users value the 24/7 availability of chatbots and their assistance in tracking orders, concerns arise regarding the accuracy of information provided and the effectiveness of issue resolution. The study highlights the importance of chatbots demonstrating a good understanding of user language and context, as well as the need for opportunities to provide feedback on chatbot interactions. Linear regression analysis provides further insights into the relationship between various factors related to chatbots and their impact on user behaviour. While some factors exhibit positive relationships with user satisfaction or behaviour, others show negligible or negative associations. In conclusion, the study underscores the significance of chatbot interventions in the e-commerce industry and their potential to influence consumer purchase decisions. By addressing user concerns and enhancing chatbot capabilities, businesses can improve customer satisfaction and drive engagement in the competitive online marketplace. However, ethical considerations and transparency in AI systems remain imperative to foster trust and confidence among consumers.

Chatbot interventions, e-commerce, purchase decision process, artificial intelligence, natural language processing, customer emotions.

"The impact of chatbot interventions on purchase decision process of consumers in E-commerce context", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.e37-e49, April-2024, Available :http://www.jetir.org/papers/JETIR2404404.pdf

"The impact of chatbot interventions on purchase decision process of consumers in E-commerce context", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. ppe37-e49, April-2024, Available at : http://www.jetir.org/papers/JETIR2404404.pdf