Understanding User Satisfaction with E-Commerce Chatbots in Vietnam
Journal of Digital Business and International Marketing
Received On : 02 November 2025
Revised On : 02 January 2026
Accepted On : 18 January 2026
Published On : 05 April 2026
Volume 02, Issue 02, 2026
Pages : 072-083
Abstract
We review the factors influencing user satisfaction in AI-based chatbots on online shopping websites, focusing on utilitarian, hedonic, technological, and social gratifications, social influence and perceived privacy threats. Using survey data of 1,007 respondents spread throughout Northern, Central, and Southern areas of Vietnam, the constructs were operationalized by using validated reflective measures and then analyzed using PLS-SEM. The empirical findings demonstrate that the following types of gratifications, utilitarian, hedonic, technological, and social gratification, along with social influence, are significant contributors to user satisfaction, and perceived privacy risks do not play an important role. The results presented highlight the significance of social and experience elements in the interactions of chatbots with e-commerce, and these findings can be applied practically to the development of AI-based systems that can improve engagement, trust, and loyalty among young, digitally-savvy consumers.
Keywords
AI Chatbots, E-Commerce, User Satisfaction, Gratification Theory, Social Influence, Privacy Risks, Partial Least Squares Structural Equation Modelling.
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Cite this Article
Tran Van Phuc, “Understanding User Satisfaction with E-Commerce Chatbots in Vietnam”, Journal of Digital Business and International Marketing, vol.2, no.2, pp. 072-083, April 2026, doi: 10.64026/JDBIM/2026008.