Usage Intention and Influencing Factors of AI-Powered Intelligent Customer Service in E-Commerce Enterprises: An Investigative Study

Abstract

With the development of the Internet economy, the transformation of traditional customer service into AI intelligent customer service has become an inevitable trend for the growth of e-commerce enterprises. However, current AI intelligent customer service still faces significant constraints in meeting consumers’ personalized needs. This study adopts a comprehensive approach combining the literature research method, interview method, and questionnaire survey method to systematically explore the influencing factors affecting college student users’ adoption of AI intelligent customer service and strategies for improving service quality. Through the application of the factor analysis method, twelve variables are reduced to four principal factors: technical characteristics, service quality, personal perception, and social influence. The structural equation model is then employed to conduct a path analysis of the influencing factors. The study finds that social influence, service quality, technical characteristics, and personal perception all have a significant positive effect on college student users’ willingness to use e-commerce enterprises’ AI intelligent customer service.Among them, technical characteristics have the greatest impact, followed by service quality, personal perception, and social influence. This study provides a certain reference value for e-commerce enterprises to refine the design and application of AI intelligent customer service, and offers policy implications for promoting the healthy development of the AI intelligent customer service industry.