Thean Kah Keat on Muck Rack

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The Influence of Machine Learning Chatbots on Consumer Purchase Intention in the Fashion Industry

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By Atirah Sufian, Afizan Azman, Hartini Azman, Thean Kah Keat
| hrmars.com
This study explores the role of machine learning chatbots in influencing consumer purchase intentions within the fashion industry. The aim of this study is to identify the factors that influence consumer purchase intentions, analyze their relationships, and pinpoint the chatbot attributes that have the greatest impact. A quantitative approach was employed, involving a survey of 384 participants with prior experience using chatbots on fashion e-commerce platforms.
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