Pengaruh Perceived Anthropomorphic Characteristics of AI terhadap Acceptance dan Trust Melalui Empathy dan Interaction Quality: Studi pada Chatbot Zalora

Evelyn Carolina Riyanto, Agung Stefanus Kembau

Abstract


Chatbot AI semakin dirancang agar terasa “manusiawi”, namun kesan tersebut tidak selalu menjamin terbentuknya kepercayaan pengguna. Penelitian ini mengkaji bagaimana Perceived Anthropomorphic Characteristics of AI pada chatbot Zalora membentuk Acceptance and Trust towards AI melalui mekanisme mediasi berantai Perceived Empathy of AI dan Interaction Quality with AI. Studi ini menggunakan pendekatan kuantitatif dengan metode survei daring terhadap 209 responden Generasi Z berdomisili di Jakarta yang pernah berinteraksi dengan chatbot Zalora. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa Perceived Empathy of AI berpengaruh sangat kuat dan signifikan terhadap Interaction Quality with AI (β = 0,848; p < 0,001), yang selanjutnya berpengaruh positif dan signifikan terhadap Acceptance and Trust towards AI (β = 0,357; p < 0,001). Sebaliknya, Perceived Empathy of AI tidak berpengaruh langsung signifikan terhadap Acceptance and Trust towards AI, melainkan bekerja secara tidak langsung melalui kualitas interaksi. Selain itu, Perceived Anthropomorphic Characteristics of AI meningkatkan Acceptance and Trust towards AI, namun berdampak negatif terhadap Interaction Quality with AI, menunjukkan adanya trade-off antara kesan manusiawi dan efektivitas layanan. Temuan ini menegaskan bahwa kepercayaan terhadap chatbot AI dalam konteks fashion e-commerce lebih ditentukan oleh kualitas interaksi yang fungsional daripada sekadar desain antropomorfik.

Keywords


Acceptance and Trust towards AI, Chatbot Zalora, Interaction Quality with AI, Perceived Anthropomorphic Characteristics of AI, Perceived Empathy of AI.

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.96442

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